Free tool

Final expense lead ROI calculator

Put in what you pay per lead, how many you buy, your contact rate, your close rate, your average annual premium and your first-year commission percent. The calculator shows cost per contact, cost per sale, sales and first-year commission. Our leads start at $30 to $40 each; the rest of the inputs should be your own numbers.

The formula in plain words

Every line of the calculator is one of these steps. No hidden weighting, no guessed averages.

Lead spend = price per lead × leads bought.
Leads reached = leads bought × your contact rate.
Cost per contact = lead spend ÷ leads reached.
Sales = leads reached × your close rate.
Cost per sale = lead spend ÷ sales.
First-year commission = sales × average annual premium × your first-year commission percent.
Return on lead spend = first-year commission ÷ lead spend. 1.00x means you got your lead money back. Under 1.00x means you didn’t, in year one.

Lead ROI calculator

Example inputs

Example inputs, change them to yours. The price starts at our 50-lead pack; every other number is a placeholder, not our results and not an industry average.

Your numbers

Lead spend: $1,750
Leads reached: 25
Cost per contact: $70.00
Sales: 5
Cost per sale: $350.00
First-year commission: $2,700
Commission minus lead spend: $950
Return on lead spend: 1.54x

Sales can show a decimal: it’s an average over the order, not a promise. Commission is before chargebacks, advances and renewals.

A worked example

These are the calculator’s starting inputs. They are example inputs, not our results. We have no customer results to publish yet, so put in your own numbers.

Buy 50 leads at $35 each and you spend $1,750. Reach 50% of them and that is 25 conversations, or $70 per contact. Close 20% of those and you write 5 policies, a cost per sale of $350. At an average annual premium of $600 and 90% first-year commission, that is $2,700 in first-year commission, or 1.54x your lead spend.

Which number matters most?

Cost per sale. Price per lead is the number vendors put on the page, but a cheap lead you can’t reach costs more per sale than a dearer one you can. Change the contact rate in the calculator and watch cost per sale move: it swings far more than a few dollars on the lead price.

That is also why speed matters. Each of our leads reaches you by text and email as soon as it is assigned to you, so you can call while the person still remembers asking. See speed to lead for final expense and how to work final expense leads.

What our leads cost

Our leads are $30 to $40 each, set by how many you buy. The minimum is 25 leads, and the price is the same in every state.

$40 per lead at 25 leads ($1,000)
$35 per lead at 50 leads ($1,750)
$30 per lead at 100 leads ($3,000)

Each lead is yours alone for 30 days. Full details are on pricing.

What the calculator leaves out

Chargebacks when a policy lapses in the first year.
Advance terms: many agents get part of the commission up front and the rest later.
Renewal commission after year one.
Bad-lead credits. If a lead is a wrong number and we approve the report, tokens come back, which lowers your real spend a little.
Your time, dialer and CRM costs.

Questions agents ask

What contact and close rate should I use?

Your own, from your last few lead orders. We don’t publish typical rates because we have no customer results yet, and a number we made up would make the answer look better than it is.

Why is commission first-year only?

Lead spend is paid up front, so first-year commission is the fairest number to compare it with. Renewals and chargebacks change the long-run picture, and they depend on your contracts.

Does the calculator save my numbers?

No. It runs in your browser and sends nothing to us. Refresh the page and it goes back to the example inputs.

BuyFEXLeads at a glance

What: Exclusive final expense insurance leads sold to licensed life insurance agents.
Source: Our own Meta (Facebook and Instagram) ads, which send prospects to our final expense quiz (finalexpensequiz.com, familybenefitcheck.com). We sell quiz leads only.
Price: $40 per lead at 25 leads ($1,000); $35 per lead at 50 leads ($1,750); $30 per lead at 100 leads ($3,000). Custom orders from 25 to 1,000 leads. Same price in every state.
Exclusivity: Each lead goes to one agent for 30 days. After 30 days it may be sold to other agents as an aged lead.
Delivery: Text message and email as soon as a lead is assigned, plus the agent dashboard. Paced at up to 25 leads a week and 5 a day per agent.
Bad leads: Report within 7 days with the call recording. If approved, 3 of the 5 tokens come back (all 5 on a first order).
First order: Bonus leads on the first paid order: +3 on 25+, +10 on 50+, +15 on 100+ leads. Once per agent.
Verification: Every lead confirms their phone with a text code and agrees to be contacted before it reaches an agent. Every lead comes with a TrustedForm certificate.
States: Launch states: Florida, Texas, Georgia, North Carolina, Ohio, Pennsylvania, Michigan, Tennessee, Indiana, Missouri, Arizona, South Carolina. The live list is on https://buyfexleads.com/states.
Live calls: Optional. An agent places a call order with their tokens; a person who calls our number from one of the agent's states rings the agent's verified phone, and the agent presses 1 to take it. 10 tokens ($60 to $80 a billed call, since tokens cost $6 to $8 each by pack size) only if the call lasts 90 seconds or more, counted from when the agent presses 1; shorter calls are free. The agent orders leads and calls separately, from the same tokens. The caller's number shows on the agent's phone. Callers are people who dialed our number themselves: no call center, no screening, not live transfers. Every call is recorded. A bad call can get 6 tokens back. Missing 3 calls in a row costs 10 tokens and pauses calls until a request to turn them back on is approved. Callers are not quiz leads: they are not phone-verified and have no consent certificate. Calls are not exclusive. Details: https://buyfexleads.com/live-calls.
Refunds: Delivery guarantee: if we send fewer than 10 leads in the 30 days after your purchase, your unused tokens are refundable. Delivered leads are never refunded. All other purchases are final.
Free scripts: A free final expense script playbook for agents: 7 call scripts (Web lead, first call, coverage for themselves; Web lead from an adult child for a parent; Live inbound call; Voicemails and follow-up texts; Callback and 'I'm busy right now'; Welcome call and first-draft check; Aged lead re-engagement), 31 objections with responses, and a one-page call flow. Needs a free account with a verified phone and opting in to BuyFEXLeads marketing emails and texts; no purchase. Details: https://buyfexleads.com/scripts.
Signup: A verified phone number required. No NPN needed. No contract or subscription. Tokens last 12 months.

Pricing: Every pack and per-lead price, custom orders from 25 to 1,000 leads, first-order bonus leads and the bad-lead credit. No contract.
Final expense lead cost: Final expense lead prices in 2026 by type: exclusive Facebook, aged, live transfer and direct mail, from vendor pages, plus cost-per-sale math.
Sample lead: What a BuyFEXLeads lead looks like when it lands: the fields, the exact text message and the new-lead email, with a made-up example person.
How to work FE leads: A practical follow-up plan for final expense leads: the first call, the text, voicemail, a several-day cadence and what to log after every attempt.

Exclusive final expense leads, $30 to $40 each.

Pick your states, buy a pack, and leads arrive by text and email, up to 25 a week. Each one is yours alone for 30 days.

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