By Freedom Marketing Group · Published
Under-65 health leads are some of the most seasonal in insurance. Demand during Open Enrollment looks nothing like demand in spring, and eligibility for premium tax credits changes how valuable a given consumer is to your agency.
Use this guide to understand the moving parts before you ask any vendor for a quote.
What determines ACA lead cost
The usual pricing factors apply, with eligibility and Marketplace timing playing a larger role than in most verticals.
| Factor | Why it moves cost | What to ask |
|---|---|---|
| Lead format | A web lead, an inbound call and a live transfer each require different media, handling and qualification work. | Which formats are available for ACA, and how is each priced? |
| State and geography | Consumer density, carrier availability and advertiser competition differ by state and metro. | Can I target or exclude specific states, counties or ZIP codes? |
| Qualification | Each screening question narrows the pool and adds handling cost. | Which criteria are confirmed before delivery, and how? |
| Exclusivity | A record sold to one buyer carries the full acquisition cost; shared records split it. | Is this lead or call sold to anyone else? |
| Volume and commitment | Steady, predictable volume is easier for a vendor to plan media around. | How do price and caps change with volume? |
| Consumer intent | A consumer who chose to call usually shows stronger intent than one who filled a broad form. | What action did the consumer take, and where? |
| Delivery method | Real-time delivery and call routing need infrastructure that batch files do not. | How fast is delivery, and into which system? |
| Seasonality | Enrollment periods raise advertiser demand and media costs. | How does pricing change during peak periods? |
Open Enrollment vs Special Enrollment
During Open Enrollment, advertisers compete heavily for the same consumers, so expect media costs to rise. Outside it, consumers generally need a qualifying life event to enroll, so qualification matters more and volume is lower.
Our ACA Open Enrollment guide covers how agencies staff and measure both periods.
Verification work adds real cost
Agents enrolling through Marketplace and enhanced direct enrollment platforms face consumer consent and verification expectations. Leads that come with clear consent documentation take more work to produce. Read our ACA EDE verification article for background. This is educational, not legal advice.
Work out your own ceiling
Multiply your expected contact, qualification and close rates, then compare the result to your revenue per enrollment after expected cancellations. The calculator does this for you and shows your maximum affordable cost per opportunity.
Frequently asked questions
Are ACA leads cheaper outside Open Enrollment?
Media competition is usually lower, but fewer consumers can enroll, so qualification matters more. The cost per enrollment may not fall as much as the cost per lead.
Request current pricing
Pricing depends on your states, format and volume. Tell us what you need and we'll send current options.
Related resources
Educational information only; not legal, tax or financial advice. Confirm regulatory requirements with qualified counsel and current official guidance.