Free tools/Lead cost per policy
A click is not a lead, a lead is not an appointment, and an appointment is not a policy. Put your own numbers in each step and see what an issued policy actually costs — then compare it against a policy written to someone already in your book.
Defaults to $16.81 — the median top-of-page bid across 88 life insurance lead keywords in Google Keyword Planner. If you buy leads at a flat price instead, set this to that price and the click-to-lead rate below to 100%.
Postage, print, or the per-message cost of however you reach them.
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This is an estimate, not a contract. It does the arithmetic from the values you enter. Policy terms, carrier rules, and state regulations vary, and the governing document is always the policy contract. Confirm anything you act on with the carrier. Nothing you type here leaves your browser: the calculation runs on your device and Pendwell never receives it.
This is media cost only — what you pay to put the opportunity in front of a producer. It does not include the producer's time, the cost of the appointment itself, chargebacks on policies that lapse inside the first year, or any of the overhead that sits behind a sale. Every one of those makes the real number worse, not better, so treat the figure here as a floor.
The default conversion rates are placeholders, not benchmarks. Yours will differ by product, source and market, and the only rates worth planning against are the ones out of your own system. If you do not know them, the useful first step is measuring them rather than accepting the defaults here.
Google Keyword Planner, United States, for the twelve months to August 2026: across 88 life insurance lead keywords carrying bid data, the median top-of-page bid was $16.81, with a range from $8.89 to $48.89. That is what agencies are bidding to be seen, which is a floor on what a click costs, not a quote. The full figures are here.
The scan is free and there's nothing to integrate. Tell us about your agency and we'll come back with who to call, why, and what it's worth.