Term cover is what most UK consumers mean when they search for life insurance, so term enquiries are the backbone of the lead market. That's good news for buyers: high volume, clear intent and straightforward advice journeys.
Why term enquiries convert well
- The trigger is usually concrete: a mortgage, a baby, a new job. Urgency is built in.
- Premiums are affordable, so price rarely kills the sale.
- The advice conversation is short compared with whole of life or business protection.
Filters that shape quality
- Cover amount. Larger sums assured mean larger premiums and commissions; they also mean fussier underwriting.
- Term length. Twenty year plus terms typically track mortgages and young families, the strongest segment.
- Age band. Younger applicants sail through underwriting; older ones need more adviser skill but carry bigger premiums.
- Smoker status. Non smoker enquiries are the volume; smoker enquiries carry higher premiums per case.
Pricing them sensibly
Tightly filtered term enquiries trade at the upper end of exclusive lead pricing. Work backwards from your average commission per term case and target a cost per policy around a third of it, then set your price per enquiry accordingly.
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