If you're comparing life insurance lead providers in the UK, the price per lead is usually the first question. The honest answer is that it depends on what you're buying. This guide sets out the typical prices UK brokers pay, what moves the price up or down, and why cost per lead on its own can be misleading.
Typical life insurance lead prices in the UK
| Lead type | Typical price per lead | What you get |
|---|---|---|
| Aged leads | £1 to £10 | Old enquiries, often months old and sold many times |
| Shared leads | £10 to £25 | One enquiry sold to several brokers who compete to call first |
| Exclusive leadsWhat we offer | £30 to £80 | A fresh enquiry supplied to one broker only |
| Hotkey transfers | £60 to £120 | The customer is qualified by an agent and transferred to you live on the phone |
These figures are indicative market ranges for UK life insurance leads in 2026. Actual prices vary by provider, filters and volume.
What changes the price of a lead
- Exclusivity. An enquiry sold to one broker costs more than one sold to five, but your contact and conversion rates are usually several times higher.
- Freshness. A lead delivered seconds after the customer enquires is worth far more than one delivered hours or days later. Speed to contact drives conversion.
- Filters. The more precisely you target, for example non smokers aged 30 to 50 wanting £200,000 or more of cover, the higher the price per matching enquiry.
- Source quality. Enquiries from people actively searching Google convert better than incentivised or social traffic, and are priced accordingly.
- Volume commitments. Some providers discount for contracted volume. That helps their cash flow more than it helps your conversion rate.
Why price per lead is the wrong number to optimise
The number that matters is cost per policy issued. A £15 shared lead that converts at 1 in 40 costs £600 per sale before you count the hours your team spends dialling. A £45 exclusive lead that converts at 1 in 10 costs £450 per sale and your advisers spend their time advising rather than racing other brokers to the phone.
When you compare providers, ask for the numbers that let you calculate cost per sale: contact rate, quote rate and conversion rate for brokers similar to you.
How pricing works on Protection Connect
Protection Connect is a marketplace, so there's no fixed rate card. You tell us the customer profiles you want by age, smoker status, cover amount and term, and you set the price you're prepared to pay per enquiry. When a matching customer enquires, the marketplace allocates the enquiry based on broker demand and pricing, and it's delivered to one broker only, in real time.
There are no contracts, no minimum spend and no volume commitments, so you can test quality at low volume and scale when the numbers work.
Set your own price per enquiry
Tell us the customers you want, set the price you're prepared to pay, and receive exclusive enquiries in real time.
Create your broker account