How much do aged life insurance leads cost?

Aged leads typically cost less than fresh exclusive enquiries, with older and more often resold records at the low end. Advertised UK ranges in 2026 are indicative, not a survey or Protection Connect prices. On Protection Connect you see the price before buying; the minimum is £50.

Are aged leads worth it?

For some firms. Outbound teams that dial in volume and screen routinely can sometimes place policies at a lower lead cost. There’s no published UK conversion benchmark we know of, so test a small batch, measure policies against every record you bought and count the dialling time. For advisers who make their own calls, they often don’t pay.

How long does consent last on an aged lead?

There’s no fixed legal expiry, but the ICO generally recommends not using consent collected by a third party once it’s more than six months old, unless people would expect to hear from you later. Email or text marketing also needs consent that names your firm and the channel. Agree your approach with your compliance adviser before you buy.

Do aged leads need to be screened against the TPS?

The ICO says to screen numbers against the latest TPS before live marketing calls. Registrations can take 28 days to take effect, so a seller’s older screen may be out of date. Registered numbers can be called only if the subscriber has notified your firm, naming it, that they don’t object. Agree your process with your compliance adviser.

What are the best aged life insurance leads?

Ones you can trace to a real enquiry about life cover: young enough to work promptly, sold to as few firms as possible under a written resale cap, and carrying the enquiry date, source, consent wording and last TPS screen on every record. A seller that passes objections back is worth more than a cheaper one that doesn’t.

Lead types (all guides)

Aged life insurance leads: should you buy them?

Q: What are aged life insurance leads?

Past enquiries about life cover, sold weeks or months after the person asked, for far less than a fresh enquiry and often to several firms. There’s no fixed age: sellers often price in bands such as 30 to 60 days, 61 to 90 days and over 90 days, so ask for each person’s original enquiry date.

Aged life insurance leads are past enquiries sold on weeks or months later, usually for a few pounds and often to several firms. They can suit outbound teams that dial in volume, check consent and screen every number; for advisers making their own calls, they often cost more per policy once time is counted.

Protection Connect·Updated October 2026

Typically £1 to £10 a lead

Usually the cheapest of the four main lead types, with prices stepping down as records age and are resold.

Judge by cost per policy

Illustrative example: £3 aged leads converting 1 in 200 cost £600 a policy; £45 exclusive leads converting 1 in 10, £450. Not Protection Connect results.

Check consent and TPS yourself

The ICO generally recommends not relying on third-party consent over six months old, and a seller’s TPS screen dates as new registrations take effect.

Not built for aged data

Protection Connect lists enquiries as they come in, with prices shown before buying. Each goes to one firm only. Minimum price: £50.

Indicative ranges reflect typically advertised UK prices in 2026. Not a survey or Protection Connect prices; on Protection Connect you see each lead’s price before you buy.

What are aged life insurance leads?

Aged life insurance leads are past enquiries about life cover, sold to firms weeks or months after the person asked, at a steep discount to a fresh lead and often to several firms in turn.

There’s no fixed point at which a lead becomes aged. Some sellers use the label for anything past its first sale; others start at 30 days. Prices often step down in bands, such as 30 to 60 days, 61 to 90 days and over 90 days.

Treat the table as a guide to what to ask, not a forecast for any batch.

Age of the enquiry	What the person may recall	Earlier buyers	What to check
Under 30 days	Often the enquiry itself, though the reason for it may have passed	Usually the first buyer or buyers, perhaps a released exclusive	Who bought it first, and whether they’re still calling
30 to 90 days	Asking about cover, but rarely which website or which firm	Often resold at least once	The original enquiry date, the number of earlier sales and the last TPS screen
3 to 6 months	Many won’t recall it; some will have arranged cover or dropped the idea	Possibly several firms over time	How close the consent is to the ICO’s six-month recommendation, and a fresh TPS screen
Over 6 months	Often nothing, so your call feels cold	Unknown, unless the seller tracks every sale	Whether it was ever an enquiry, and whether you can rely on the consent at all

Where aged leads come from

Many start as a real enquiry that was sold, or offered for sale, while it was fresh. They usually reach the aged market by one of these routes:

Shared enquiries sold again once the first round of calls is over.
Time-limited exclusives released after their hours or days with one firm. Our comparison of exclusive and shared leads explains how time-limited and semi-exclusive leads work.
Unsold or returned stock held back and sold later.
Old campaign data bundled into batches long after the campaign ended.

Some “aged leads” were never an enquiry about cover at all, but a survey answer or a competition entry. That’s list data, with different risks, and our guide to cheap leads sets out why the cheapest leads cost so little.

Aged web enquiries and aged telephone data

An aged web enquiry began with the person filling in a form, so you can ask to see the page, the wording beside the tick box and the date it was sent.

Aged telephone data, sometimes sold as “telephone-qualified”, began with a call, perhaps an outbound one from a call centre. Any agreement to more calls was given out loud, so ask for the script, the call date and how it was recorded. If the seller can’t show you, treat the record as a cold contact.

Reading US advice? Most of what’s written about aged leads for life insurance is American, aimed at agents selling final expense cover. The arithmetic carries over, but the rules don’t: in the UK they are PECR, the TPS, UK GDPR and the Consumer Duty.

How much do aged leads cost, and are they worth it?

Aged life insurance leads are typically advertised at around £1 to £10 each in the UK, the lowest of the four main lead types. Older records, and those already sold several times, sit at the bottom of that range.

Where aged leads sit on price

The older and more widely sold a lead is, the less a seller charges for it.

Aged£1 to £10Weeks or months old, often sold many times

Shared£10 to £25One enquiry sold to several firms at once

Exclusive£30 to £80A fresh enquiry supplied to one firm only

Hotkey£60 to £120Qualified by a call centre and transferred live

Indicative ranges based on our view of typically advertised UK prices in 2026. Not a survey and not Protection Connect prices; Protection Connect shows prices before you buy.

The price is low for three reasons. Earlier buyers have often covered what the lead cost to produce, the customer’s interest has had time to fade, and the work of checking consent and screening numbers has passed to you.

Aged leads are usually sold per record in batches, filtered by age band, product and perhaps the person’s age or area, sometimes with a minimum order. The money goes out before you know whether a source converts for you. Our cost guide covers the ways sellers charge for leads.

Compare cost per policy, not price per lead

Cost per policy is a lead’s price divided by your conversion rate, so a cheaper lead only comes out ahead if its conversion rate doesn’t fall further than its price.

Calculator

Aged leads against fresh enquiries, per policy

Enter what you’d pay for each lead and the share you expect to become policies, measured against every lead you buy.

Aged leadWeeks or months old

Price per lead in pounds, Aged lead

Become policies as a percentage, Aged lead

Fresh exclusive leadReal time, one firm

Price per lead in pounds, Fresh exclusive lead

Become policies as a percentage, Fresh exclusive lead

Lowest lead cost per policy: –

Illustrative calculator: the default prices sit inside our indicative market ranges and the conversion rates are examples, not Protection Connect results or a forecast. Use your own numbers.

Illustrative example: at the default figures, a £3 aged lead converting 0.5% of the time costs £600 in leads per policy, against £450 for a £45 exclusive enquiry converting 10%. To draw level the aged lead would need to convert 1 in 150, and your team would still work 150 leads per policy instead of 10. These rates are examples, not Protection Connect results.

That workload is where aged leads often lose for an advice firm, because dialling, voicemails and notes take time whether or not anyone buys. Our cheap leads guide adds the cost of that time to each policy.

Track conversion in two parts for each batch: the share of records you reach, and the share of those conversations that end in a policy. A low contact rate points at the data; a low rate once you get through points at the age of the interest.

Measure conversion on every lead you buy

Part of every aged batch never reaches the phone. Illustrative example: 1,000 records at £3 each (£3,000), with removals invented for the example, not market averages or Protection Connect data.

Step	Records left	Spend per record left
Batch bought	1,000	£3.00
Remove 30 duplicates of your clients and open leads	970	£3.09
Remove 10 numbers on your do-not-call list	960	£3.13
Remove 180 TPS or CTPS registrations with no agreement naming your firm	780	£3.85
Remove 120 numbers that fail validity checks	660	£4.55

The invoice said £3; a record you can actually call costs £4.55. If the batch produces five policies, your conversion is 0.5% of what you bought, not 0.76% of what you called. Put the first figure in the calculator, or the aged source will look better than it is.

What an aged lead can afford to cost

Illustrative example: with £750 commission per policy and 1 in 200 aged leads becoming a policy, each lead is worth about £3.38 after allowing 10% for clawbacks, so buying at £3 leaves about £75 per policy for screening, dialling and advice. These figures are examples, not Protection Connect results.

Don’t skip the clawback allowance: some firms told the FCA that poor-quality leads were behind some early lapses (FCA interim report). Our cheap leads guide has a break-even calculator for your own figures.

An aged lead runs on two clocks: the customer’s interest, which cools week by week, and the permission behind your call, which weakens without anything in the spreadsheet showing it.

What to check	What it means for an aged batch
Third-party consent	The ICO generally recommends not using consent passed on by a third party once it is more than six months old, unless people would expect to hear from you later. It’s guidance, not law.
Email and text	These need consent that names your firm and the channel, and the soft opt-in never applies to details someone else collected. With most aged data, the phone is the only channel left.
The TPS screen	Calling a TPS or CTPS number needs the subscriber to have told your firm, by name, that they don’t object to your calls. A seller’s screen dates as registrations take effect, so screen against the latest version before each calling session (ICO guidance on live calls).
Dialler attempts	Under the Data (Use and Access) Act 2025, a call now includes an attempt to connect, so ringing a number you shouldn’t can count even when nobody answers.
The one-month clock	UK GDPR Article 14 means giving people your privacy information, source included, no later than one month after you get their details, or at first contact if sooner. Work a batch slowly and that month runs out, so ask your compliance adviser whether an exemption could apply.
Provenance	The ICO’s guidance for firms that use data brokers says a seller’s assurance isn’t enough. Energy Prices Direct was fined £160,000 in May 2026 after buying calling data without confirming it had been screened against the TPS or CTPS.

Diallers also fall under Ofcom’s persistent misuse policy on silent and abandoned calls. The government has proposed banning cold calls for consumer financial products, including insurance; as of October 2026 it is not law, and calls made with clear, specific consent would fall outside the proposed ban. Our hotkey guide covers both in its section on UK telemarketing rules.

None of this is legal advice. Your firm decides how the rules apply to each batch, so settle that with your compliance adviser or network first. The rules section of our main leads guide covers the wider picture, including the Consumer Duty.

Who should buy aged leads, and what should you check first?

Aged leads work best for firms that dial at volume for a low cost per hour and can evidence every step.

Can work

Aged leads can suit you if

Your calls are made by an outbound team on a dialler, whose hours cost less than an adviser’s
Screening against the TPS, CTPS and your own suppression list is already routine
You have your own conversion figures for older data
Your principal or network allows leads that need outbound calling (see our guide for appointed representatives)

Avoid

Leave them alone if

Your advisers make their own calls and their diaries are already full
You’re new to buying leads and need a clean read of your conversion rate
The seller can’t show the enquiry date, wording and screening history
You have no process for spotting and supporting vulnerable customers

Before buying anyone else’s old data, go back to your own stalled quotes, past mortgage clients and people who said “not yet”, in ways they agreed to and with numbers screened before marketing calls. Bought enquiries you never reached don’t count: the person usually agreed to hear from the seller, not you. Our guide to leads that cost time rather than money covers existing clients and referrals.

Checks before you buy aged life insurance leads

The best aged life insurance leads come with all of these. Ask the seller for them in writing and keep the answers with the leads.

The date each person first enquired, not the date the batch was compiled or sold.
The website or campaign behind each record, with the form and wording the person saw.
Who the person agreed to hear from, and by which channels: the seller, named firms or unnamed “partners”.
How many times each record has been sold, when it was last sold, and any resale cap in the terms.
The date of the most recent TPS and CTPS screen, record by record.
Whether health or other sensitive answers are included, and why you would need them.
How objections are passed on, so you don’t call someone who has already said no.
The seller’s status on the FCA Register, checked by you, and its ICO registration number. If it is neither authorised nor an appointed representative, ask your compliance adviser what that means.
A written data sharing agreement covering roles, use, retention, and how objections and erasure requests pass between you.
A small test batch before any minimum order, and what happens with dead numbers: a credit, a replacement or nothing.

Our guide to what to check about a lead seller covers the business behind the batch. Watch for relabelled stock too: a “warm” lead is sometimes an aged one with a kinder name, as our guide to what qualified and warm really mean explains.

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How do you work aged life insurance leads?

Someone who asked about cover months ago may not remember doing it, may have had other calls since, and owes you nothing. Start from there: clean the batch, be plain about who you are and where their details came from, and leave room for a no.

Clean the batch before anyone dials

UK GDPR expects personal data to be accurate, limited to what you need and kept no longer than necessary. An aged batch tests all three.

Log the batchRecord the seller, the date you bought it, each person’s original enquiry date, the consent wording and the last screening date.
Remove duplicates and objectionsMatch the batch against your clients, open cases and earlier batches, since two sellers can sell you the same person. Keep people who have objected on a suppression list rather than deleting them, as the ICO expects.
Screen before every sessionCheck numbers against the latest TPS and CTPS data each time you go back to the batch.
Trim, time-box and trackDelete fields you won’t use, set a stop date after which unreached records are deleted or archived under your retention policy, and record every outcome by batch and age band. After a few batches you’ll know whether 60-day data does better than 120-day data for your firm.

An opening script for aged leads

A plain opening. “Hello, is that [name]? It’s [your name] from [your firm]. You asked about life insurance on [website] back in [month], and [seller] passed your details to us. Is cover still something you’re looking at?” Call from a number that shows on their phone, and use this only where the seller’s records show the person asked about life cover on that website, and when. If they say yes, move to their needs as with any enquiry.

When the answer isn’t yes

If they say	What to do
“I don’t remember asking.”	Remind them once of the website and the month. If it still means nothing, apologise, ask whether they’d like you to stop, and record the answer.
“I’ve already sorted it.”	Close the lead and don’t try to replace cover they already have. Recommend a change only if they ask for a review and it is clearly in their interest, and explain what switching could cost them, such as a new waiting period on an over-50s plan.
“Not now.”	Offer a call at a time they choose. If they don’t want one, close the lead.
“Who gave you my number?”	Tell them: the seller, and where it got their details. Your privacy information should say the same.
“Stop calling me.”	Apologise, confirm you won’t call again, add the number to your do-not-call list and pass the objection back if your agreement with the seller requires it.
Signs they may be vulnerable	Slow down, check they understand, offer to call back when someone they trust can join, and follow your firm’s vulnerability policy.

Aged over-50s data needs particular care. Ill health, a recent bereavement or difficulty following a call are among the drivers of vulnerability the FCA describes; our over-50s guide covers how to recognise and support vulnerable customers.

How many times to try

Fewer times than a fresh enquiry, which is worth chasing while the customer is still looking, as the contact plan for real-time leads shows. Repeated calls to someone who has moved on feel like pressure.

Illustrative example: three calls over about ten days at different times of day, each with a short voicemail giving your name, firm and number but no details of the enquiry. Then close the lead and record the outcome. Stop at once if asked, and agree your own limits with your compliance adviser.

Once someone wants advice, it’s the same conversation as any enquiry. Our guide to converting more of your leads into policies covers the fact-find and follow-up.

Can you buy aged leads on Protection Connect?

You can buy an enquiry some time after it arrives. Leads from our own websites, LifeAdviser and 50Life, appear in Available leads as they come in. The preview shows roughly when each was submitted, including yesterday or N days ago. Each goes to one firm only. We never share, resell or recycle it.

What the customer agreed to. Each lead shows when they consented and by which methods. The notice on LifeAdviser and 50Life says their details may go to one FCA authorised adviser firm, or one of its appointed representatives, which may contact them about their enquiry. It doesn’t name your firm. Say who you are and refer to their enquiry on the source website. Ask your compliance adviser about TPS screening and consent naming your firm for email or text marketing.
Only what you can call today. Buy individually, or use optional automatic buying with a daily limit. Switch it off any time.
A 48-hour credit window. Claim within 48 hours of delivery on one of the three grounds in our Terms. No answer isn’t a ground, so dial early.

We set a lead’s starting price when it’s listed; prices then move with demand and as a lead stays unsold. Unsold leads get cheaper over time, faster during working hours, never below £50 for income protection or £55 for life cover. You see the price before buying and never pay more than you accepted.

See how buying works and the marketplace in full.

Aged life insurance leads: should you buy them?