Exclusive vs. Shared Term Life Insurance Leads: What It Means for Buyers

If you’re an insurance professional, the quality of your leads often determines the success of your business. But not all life insurance leads are the same. One of the first decisions buyers face is whether to purchase exclusive leads or shared leads. Understanding the difference between these two types of term life insurance leads can help you make smarter buying decisions, improve ROI, and close more policies.

What Are Shared Term Life Insurance Leads? Shared leads are sold to multiple agents or companies. Typically, 2–5 buyers receive the same consumer’s information.

Pros: • Lower cost per lead • Higher volume available • Good for agents with strong sales processes

Cons: • High competition (you’re calling the same prospect as several others) • Lower contact and conversion rates • Speed matters — first to call often wins

What Are Exclusive Term Life Insurance Leads? Exclusive leads are sold to only one buyer. You’re the only agent or company receiving the prospect’s information.

Pros: • No competition — higher intent and better conversion rates • Stronger ROI per lead • Easier to build trust with the consumer

Cons: • Higher cost per lead (often 2–3x shared) • Lower overall volume available • Requires consistent budget to scale

Cost Comparison: Exclusive vs. Shared Leads • Shared Web Leads: $15–$45 per lead (sold 2–4 times) • Exclusive Web Leads: $45–$120 per lead (sold once) • Live Transfers (Exclusive Calls): $80–$200 per qualified transfer 👉 For benchmarks, see our guide: How Term Life Insurance Works: Everything You Need to Know.

Which Should Buyers Choose?

Shared Leads Work Best If: • You want high volume at lower upfront cost • You have a strong team ready to call fast and often • You’re comfortable with competition

Exclusive Leads Work Best If: • You want quality over quantity • You value higher close rates and stronger ROI • You prefer building one-to-one consumer relationships

Hybrid Strategy: Mix Both for Balance

Many buyers combine both approaches: • Use shared leads to keep sales teams busy and pipelines full • Use exclusive leads for high-intent prospects and premium policy opportunities

Final Thoughts When it comes to term life insurance leads, the choice between exclusive and shared depends on your budget, sales process, and goals. Shared leads offer affordability and scale, while exclusive leads deliver quality and stronger close rates. The most successful agents and agencies often use a hybrid approach, testing both and refining based on ROI.

👉 Looking for quality leads? TermLifePlans.com connects buyers with validated, TCPA-compliant term life insurance leads — both shared and exclusive.