Every adviser has typed "free life insurance leads" into Google at some point. Here's the honest picture: free leads exist, but you pay for them in time rather than money, and time is usually your most expensive resource.
Where free leads actually come from
- Referrals. The only genuinely free, genuinely good source. Ask at policy anniversaries, claims and reviews.
- Your own network and social media. Free to post, slow to compound, and volume is unpredictable.
- "Free lead" trials from providers. Usually a small batch of aged or shared leads used as a sales hook. Judge the provider on their paid product, not the freebie.
- Directories and profiles. Worth having, but a trickle rather than a pipeline.
The real cost of free
If a free source takes ten hours a week to produce two conversations, and your time is worth £50 an hour, those are £250 conversations. A paid exclusive enquiry at £40 that answers the phone is cheaper by any honest measure.
When free sources make sense
When you're starting out with more time than budget, or as a background layer alongside a paid pipeline. The mistake is relying on them for growth: you can't scale a channel you don't control.
Rule of thumb: use free sources to fill quiet weeks, use a controllable paid source to plan growth.
Related guides
- Where to buy life insurance leads in the UK
- How much do life insurance leads cost?
- Do life insurance leads actually work?
Exclusive enquiries, on your terms
Set your criteria, set your price, and receive exclusive life insurance enquiries in real time.
Create your broker account