Three Tiers, Sourced Separately
Commercial insurance lead pricing splits into roughly three published tiers, each sourced independently: exclusive commercial leads, shared or personal-lines-adjacent leads, and live-transfer calls. A fourth tier sits above all three: vendor subscription retainers, where only one vendor found in this research, Superhuman Prospecting, discloses real numbers. The table below keeps those tiers separate rather than blending them into a single blended average, since a buyer comparing a $30 live transfer to a $2,950-a-month retainer is not comparing the same deliverable.
To compare across tiers honestly, convert everything to cost per held conversation with a qualified decision-maker: a cheap shared lead that never answers costs more per real conversation than an expensive meeting that happens, and a monthly retainer only prices out once you know how many held appointments it actually produced.
The Numbers
Exclusive commercial insurance leads cost $25 to $200 a lead.
Shared or personal-lines leads run $5 to $30, well below the exclusive commercial tier.
Live-transfer calls run $30 to $120 or more per call.
Superhuman Prospecting, the only vendor found publishing real numbers in this category, prices Flex cold-calling from $1,197 a month, Premium SDR bundles from $2,950 a month, and list-building at $2.50 a contact.
Superhuman Prospecting's own published 29-month case study cited a 2.94% appointment-setting rate against that subscription spend.
MarketReach's own published pilot math: 800 service hours over 6 to 9 months produce 40 to 75 appointments at roughly a 20% close ratio, or about 12 closed deals.
VA Horizon publishes a $300 one-time setup, then $300 to $550 per held, double-confirmed commercial insurance meeting.
Sources
The external data in this article draws on the sources below. Figures described in the text as estimates or industry triangulations are directional and are not attributed to a single dataset.
- ActiveProspect, insurance lead cost guide
- InSifter, insurance lead cost guide
- Superhuman Prospecting, commercial insurance leads pricing
- MarketReach, insurance industry page