Guide for IUL agents
IUL leads: where they come from and what they cost.
IUL leads are people who asked about indexed universal life coverage and agreed to be contacted by a licensed agent. Agents get them from lead vendors, cheaper aged lists, or Facebook and Instagram ads run in their own Meta account. Facebook IUL leads commonly run $25 to $70 each, a market estimate.
What are IUL leads?
A person who wants to hear about indexed universal life and gave you a way to reach them.
Usually a name, phone number and email, plus a few answers from the form.
IUL is a different sale from final expense. The cases are larger. The talk is longer. The lead costs more. See how IUL fits next to other products in life insurance leads by vertical.
How much do IUL leads cost?
On Facebook, agents running their own ads commonly see $25 to $70 per IUL lead. That is a market estimate, not a quote.
Our own number: across the agent accounts FEXads manages, IUL averaged $46.18 per lead from August 1 to October 5, 2026. That was $1,708.67 in spend for 37 leads.
The full breakdown is in our Facebook cost per lead report.
Where do IUL leads come from?
Four main sources. The big difference is who else gets the same person.
| Source | Who else gets it | Cost per lead | What to know |
|---|---|---|---|
| Vendor, exclusive | Nobody, if the vendor keeps its word | Set by the vendor | Fast to start. Ask in writing what “exclusive” means. |
| Vendor, shared | Other agents buying from the same vendor | Set by the vendor | A race. The first agent to call usually gets the talk. |
| Aged | Every agent who bought it before you | Lowest per lead | Cheap to try. Most of these people have been called many times. |
| Your own Facebook ads | Nobody. It lands in your account | $25 - $70 (market estimate) | Slower to start. You keep the ad account, pixel and every lead. |
Vendor prices change by vendor and by state. Get the price and the exclusivity terms in writing before you buy volume.
Do Facebook ads work for IUL?
Yes, if they are set up for how Meta treats insurance.
Life insurance ads run under Meta’s financial products and services special ad category. That removes age, gender and ZIP code targeting.
So the ad, the form questions and the landing page do the filtering. The pixel learns from who fills it out.
Running the ads in your own account means the lead is yours alone. Nobody else gets a copy. More on the setup in IUL Facebook ads for agents and Facebook ads for insurance agents.
Why do IUL leads cost more than final expense?
In the accounts we manage, IUL averaged $46.18 per lead. Final expense averaged $16.56. That is about 2.8 times more.
The IUL form asks more of the prospect.
Fewer people qualify, so each lead takes more spend to find.
The tradeoff is the case size. One IUL sale is usually worth far more than one final expense sale.
How do you work an IUL lead?
Speed first, then the appointment.
- Call within minutes. The person filled out a form a moment ago. They remember it now. They may not tonight.
- Set the appointment on the first call. IUL is a consultative sale. Do not try to close it in one dial.
- Ask a few questions, then book. Goals, budget, current coverage. Enough to show up prepared.
- Confirm by text. Send the time and your name right after the call, and again the day before.
- Keep calling the no-shows. An IUL lead costs more than a final expense lead. One missed meeting is not the end of it.
Does FEXads run IUL ads?
Not anymore. We stopped taking IUL campaigns in October 2026. We run final expense and mortgage protection. If you sell mortgage protection too, here is what we build:
- We run Facebook and Instagram ads inside your own Meta ad account.
- Three ads tested at a time. The winner stays and new ones go in.
- Leads go to you by text, email, your CRM, or all three, within seconds.
- Ads go live within 5 business days.
- Your FEXmagnet portal shows spend, leads, cost per lead and sales, updated nightly.
- No contract.
More on mortgage protection leads and done-for-you Facebook ads.
Questions
Asked by IUL agents.
What are IUL leads?
IUL leads are people who asked about indexed universal life insurance and agreed to be contacted by a licensed agent. Agents buy them from lead vendors, buy older aged leads, or generate their own with Facebook and Instagram ads.
How much do IUL leads cost on Facebook?
Agents running their own ads commonly see $25 to $70 per IUL lead. That is a market estimate, not a promise. Across the agent accounts FEXads manages, IUL averaged $46.18 per lead from August 1 to October 5, 2026. See the full cost per lead data.
Why do IUL leads cost more than final expense leads?
In the accounts we manage, IUL averaged $46.18 per lead and final expense $16.56, about 2.8 times more. IUL forms ask more of the prospect, and fewer people qualify, so each lead takes more spend to find.
Can you target by age or income for IUL on Facebook?
No. Life insurance ads run under Meta’s financial products and services special ad category, which removes age, gender and ZIP code targeting. The ad, the form questions and the landing page do the filtering instead.
Does FEXads run IUL campaigns?
Not anymore. FEXads stopped taking IUL campaigns in October 2026 and now runs final expense and mortgage protection only. If you also sell mortgage protection, that is the campaign we would build for you.
Who is FEXads a fit for?
Licensed agents selling final expense or mortgage protection who already sell $5,000 or more a month in annual premium and can put $50 a day into ads.
Sell mortgage protection too?
We run mortgage protection and final expense ads in your own account.