Insurance Lead ROI Calculator by State

Pick your state and lead vertical first — the calculator loads a baseline cost per lead and a typical funnel for that combination. Then overwrite any field with your own numbers: actual vendor CPLs, your last 90 days of contact and appointment rates, your real close rate, and the first-year commission you receive on an average issued policy. The model recomputes instantly so you can stress-test a vendor quote, a new vertical, or a state expansion before committing budget.

The state presets adjust the vertical baseline CPL by a multiplier derived from observed operator pricing across our network and public benchmark data. They are starting points — replace them with your own vendor quotes for an accurate model.

Labeled as Operator Estimates and OneLife Observations. Not a substitute for live vendor quotes.

ROI in this model is calculated on a first-year-commission basis: (monthly revenue − monthly lead spend) ÷ monthly lead spend × 100. Renewal commissions, trail income, and lifetime customer value would all materially improve the long-term picture but are deliberately excluded to keep the comparison conservative.

Cost per issued policy uses issued counts, not submitted apps. This prevents chargebacks, free-look cancellations, and not-takens from inflating apparent profitability — a common reporting failure that hides unprofitable lead sources.

CPL is a vendor-side metric; cost per issued policy is an operator-side metric. Two agencies buying the same $45 Medicare lead can have wildly different cost-per-issued-policy outcomes based on speed-to-dial, scripting, dialer technology, and producer skill. Always benchmark vendors against cost per issued policy using your own funnel — never CPL alone.

Florida, Texas, and California carry the highest absolute lead volume but also the highest competitive pressure during AEP. New York consistently runs the most expensive CPLs nationally because of carrier saturation and regulatory friction. Pennsylvania, Ohio, North Carolina, Georgia, and Michigan generally offer the cleanest unit economics outside AEP for Medicare and final expense programs. Arizona has seen the fastest T65 growth in our network since 2024.

Medicare (Advantage, Supplement, T65) carries the highest contact rates and most predictable close rates of any insurance vertical. Final expense and burial have lower commissions but the shortest sales cycles and best persistency among older-demographic products. Life and IUL carry the largest commissions but the longest sales cycles and lowest close rates — a real ROI calculation requires tracking placed and persisted, not just submitted, business. Mortgage Protection sits between final expense and life on every dimension.

A $15 shared internet lead is not a $15 cost per acquisition. By the time you account for 30–45% contact rates, 8–15% appointment rates, and 6–12% close rates against competing buyers, the real cost per issued policy on cheap shared inventory frequently exceeds $1,200–$2,000 — well above an exclusive program at $45–$75 per lead. Use this calculator to model both scenarios side by side before chasing a low CPL.

Continue with the insurance lead cost calculator, SEO ROI calculator, Medicare lead generation statistics, or the insurance marketing benchmarks report. For buyer-side strategy, read the insurance lead buyer's guide and exclusive vs shared insurance leads.

Explore vertical programs: Medicare leads, life insurance leads, final expense leads, or state pages: FL MA, TX MA, CA MA, FL Life, TX Life, FL FE, TX FE. See how we measure partner results or visit the OneLife Lead Center.