Agent tool
Life insurance telesales income estimator
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How to pull the inputs
Every number below comes out of your CRM and your carrier portal. Pull them the same way each time or the estimate drifts.
Pick the window
Use a one-month window ending two weeks ago. If today is December 15, run November 1 to 30. Skipping the last two weeks leaves you time to work the newest leads, so conversion is not understated.
One source at a time
Run a single lead source per estimate. Mixing sources hides which campaign is actually profitable. Persistency, referrals, and extra cross-sells are not in this model.
Leave the tail alone
If you write mostly final expense, do not spend the as-earned first year commissions from months 10 to 12. Leave that to cover chargebacks, assuming placement is close to 13-month persistency.
What each input means
| Input | Where the number comes from |
|---|---|
| Cost per lead | What you pay for one lead from this source. |
| Leads / day | Leads in the period ÷ 22 working days. |
| Conversion to sale | Sales in the period ÷ leads purchased. |
| Spouse sale rate | Share of your sales that were spouse cases. |
| Avg annual premium | Total annual premium ÷ sales. |
| Avg commission | Your blended street level. For example 110% final expense with a graded product, or 95% on 20 to 30 year term mixed with 10 and 15 year. |
| Avg placement rate | Sold policies that draft and go in force, from the carrier portal. |
| Avg advance rate | Blend 75% advances with any 50%, as-earned, or capped carriers. Free-lead and reduced-comp LOA agents may be at 100%. |
How each row is calculated
| Row | Formula |
|---|---|
| Lead costs | Cost per lead × leads / day. |
| Total leads | Monthly = leads / day × 22. Annual = monthly × 12. |
| Unique issued sales | Leads / day × conversion. |
| Spouse sales | Unique issued × spouse sale rate. |
| Total sales made | Unique issued + spouse sales. |
| Total premium sold | Total sales × average annual premium. |
| Total premium in force | Premium sold × placement. |
| Gross commissions | In-force premium × avg commission. |
| Total net | Gross commissions − lead costs, before advances. |
| Net commissions | Gross × advance rate. |
| Net profit | Net commissions − lead costs. |
| As-earned FYC receivable | Gross − net commissions. Months 10 to 12 money if you are on a typical advance. |
Benchmarks for DigitalBGA-generated leads
These run higher than typical third-party lead vendors. Minimum is what you need to stay profitable enough to reinvest. Target is what the highest-performing agents hit.
| Lead source | Cost per lead | Sales rate | Average annual premium |
|---|---|---|---|
| TV call-in (final expense) | $57 | 16% minimum, 30%+ target | $1,200 minimum and target |
| Web leads (final expense and term) | $15 | 4% minimum, 10%+ target | $1,000 minimum, $1,200 target |