Industry Data
Lead Conversion Benchmarks
ACA · Final Expense · Life Insurance
Industry conversion-rate data so you can measure, compare, and improve your lead-to-policy performance.
The Data
Conversion Rates by Product
Conversion rates vary widely by insurance product, lead type (web vs live transfer), and agent follow-up speed. Use these benchmarks to evaluate your performance.
"Final expense live transfer leads can achieve 18–30% conversion — versus just 5–10% for web leads."
Conversion Benchmarks
ACA Web Leads8–15%
Medicare Supplement10–18%
Final Expense Web4–10%
Final Expense Live18–30%
Life Insurance5–15%
Min Max
Detailed Data
Benchmark Comparison Table
| Lead Type | Web Leads | Live Transfers | Notes |
|---|---|---|---|
| ACA Health Insurance Leads | 8–15% | 15–25% | Heavily influenced by enrollment timing (OEP/SEP) |
| Medicare Supplement Leads | 10–18% | 20–30% | Higher intent among 65+ demographic |
| Final Expense Web Leads | 4–10% | 18–30% | Live transfers dramatically outperform web leads |
| Term Life Insurance Leads | 5–12% | 12–20% | Younger demographic, longer decision cycle |
| Whole Life Insurance Leads | 5–10% | 10–18% | Requires more education, consultative approach |
The Funnel
Factors Affecting Conversion
- Speed to contact — #1 factor in conversion success
- Lead source quality — exclusive vs shared, verified vs unverified
- Sales approach — consultative selling outperforms hard closes
- Product-market fit — right product for the prospect's situation
Conversion Funnel
1,000
Leads Generated
750
Contacted
300
Qualified
150
Proposals Sent
80
Policies Sold
FAQ
Frequently Asked Questions
Calculate Your Lead ROI
Use these benchmarks with our ROI Calculator to see exactly how your lead spend performs.