Short answer: yes, bought leads power a large share of the UK protection market. Longer answer: they work when the maths works, and the maths is knowable in advance.
The only equation that matters
Cost per policy = price per lead ÷ conversion rate. A £40 exclusive enquiry converting at 1 in 8 costs £320 per policy. Against typical protection commission, that's a business. A £15 shared lead converting at 1 in 35 costs £525 per policy and a lot more dialling time.
When leads work
- The enquiry is fresh, exclusive and from real search intent.
- You call within minutes and follow up properly.
- Your criteria match the business you're good at writing.
- You track the funnel and cut sources that don't pay.
When they don't
- Recycled or incentivised data, however cheap.
- Slow response: even great enquiries die in an untouched inbox.
- Committed volume you can't work properly, so leads queue and age.
The realistic conclusion
Leads are an amplifier. They make a disciplined firm grow faster and an undisciplined one lose money faster. If you can call fast, follow up and measure, bought enquiries are the most controllable growth channel in protection.
Related guides
- How much do life insurance leads cost?
- How to convert life insurance leads
- Where to buy leads in the UK
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