What good looks like

The metrics that matter

• Cost per qualified lead (not cost per opt-in)
• Speed-to-first-dial (median, not average)
• Contact rate (dials that reach a human)
• Set rate (contacts that book an appointment)
• Show rate (appointments that actually take the call)
• Close rate (shows that issue a policy)
• Cost per issued policy (the only number leadership should track weekly)

Mortgage protection (illustrative ranges)

• Cost per qualified lead: $18–$45 depending on geography
• Contact rate with sub-60-second dial: 55–75%
• Appointment set rate on first contact: 25–40%
• Show rate with reminder cadence: 55–70%
• Cost per issued policy: $180–$420

IUL (illustrative ranges)

• Cost per qualified lead: $40–$120 (income-qualified)
• Contact rate: 45–65%
• Appointment set rate: 20–35%
• Show rate: 50–65%
• Cost per issued policy: $600–$2,200

Final expense (illustrative ranges)

• Cost per qualified lead: $12–$28
• Contact rate: 60–80%
• Appointment set rate: 30–45%
• Show rate: 45–60% (notoriously volatile)
• Cost per issued policy: $90–$240

What moves the numbers

• Speed-to-lead is worth more than any other optimization — often 2–3x on contact rate alone
• Quiz funnels lift set rate 30–50% over raw lead forms
• Reminder cadence (SMS + email + AI rebook) lifts show rate 15–25%
• Scripts that reference the quiz answer in the first 30 seconds lift close rate measurably

How we share data

We won’t hand you a glossy PDF of made-up averages. When you onboard, your success manager shares anonymized cohort data relevant to your offer, geography, and spend tier — so you can benchmark against agencies actually running what you’re running.

Caveats, because they matter

Every number on this page is illustrative and based on aggregated data across our customer base over the trailing 12 months. Your results will depend on your offer, your team, your states, your creatives, and your operational discipline. We share these to help you reason about the shape of the business — not as guarantees.