· Vishnu Prithiv, founder of Vivin Sales · facts checked · 6 min read
Buying life insurance leads in Canada: what to check
Before buying life insurance leads in Canada, check exclusivity, CASL consent, advisor licensing by province and how rejected leads are replaced.
Short answer: before you buy life insurance leads in Canada, confirm four things: each lead is exclusive to your agency, the person consented to hear from you, your compliance officer has confirmed which licence your advisors need for the province the person lives in, and the contract replaces leads that fail your written criteria.
Vivin Sales charges USD $15 to $500 per accepted lead across its markets, and a life insurance quote sets the rate for your territory and scope. Each lead is exclusive and never resold, and a lead that is off-criteria is replaced. Every fee is listed in your written quote before you sign.
What does exclusive mean when you buy life insurance leads?
Exclusive means one buyer receives the lead and the provider does not sell the same person to anyone else. Life insurance is a market where this matters more than most, because a person who fills in one shared form may hear from several agencies.
Ask the provider to put three things in writing: that each lead is delivered to one agency, that it is not resold later, and that the person named your agency, or agreed to a call from a named advisor, when they asked to be contacted. Our longer explanation of the difference is in exclusive vs shared B2B leads. Exclusivity of the lead does not give your agency an exclusive right to a territory, and a person may still ask other advisors on their own.
Does CASL apply to life insurance leads?
Yes, for commercial email and text messages to Canadian recipients. Canada’s anti-spam law sets the basic rule in section 6(1) of the statute, which the Government of Canada publishes in the Justice Laws database. The page, read on October 23, 2026, at laws-lois.justice.gc.ca, says a commercial electronic message must not be sent unless the recipient “has consented to receiving it, whether the consent is express or implied”.
For calls, the National Do Not Call List applies to solicitation of consumers. Its page, read on October 23, 2026, at lnnte-dncl.gc.ca, says “Being a telemarketer means your business uses telecommunications technologies to make calls or send faxes to consumers for the purpose of solicitation.”
Practical test: ask the provider for the consent record on a sample lead, including the date, the page or form where the person agreed, and the wording they saw. Vivin records when and where the person gave consent and works from the consent they gave when they asked to be contacted. This guide is not legal advice, and your compliance officer decides what your agency may send or say.
Which licence does your advisor need, and does it change by province?
Licensing rules differ by province, so confirm with your compliance officer which licence your advisor needs for the province the person lives in. As one example, Ontario’s Insurance Act, published at ontario.ca and read on October 23, 2026, provides in section 392.2 that a person who “acts as an insurance agent in Ontario without the licence required by this Part” is guilty of an offence. It also lists a licence class for life insurance and accident and sickness insurance.
Rules differ by province, and Quebec differs from Ontario. This guide does not summarise them. What you can do is give your provider the list of provinces where your advisors are licensed, and require that no lead outside that list is delivered. Vivin routes an inquiry only to an advisor licensed where that person lives, and an out-of-territory lead that slips through is replaced.
What should a life insurance lead record contain?
Enough that your advisor can open the first call with the person’s reason, and enough that you can check the lead against your criteria without asking the provider. The table shows the fields to require and why each matters.
| Field | Why it matters |
|---|---|
| Territory | Confirms the person lives where your advisor is licensed |
| Reason for coverage, in the person’s words | Lets the first call start from their situation |
| Timing | Separates a person ready to talk from one still browsing |
| Consent record | Shows when, where and to whom the person agreed to be contacted |
| Preferred language and contact window | Prevents calls at the wrong time or in the wrong language |
| Source page | Lets you audit where the lead came from |
Medical details do not belong on a lead form. Vivin asks no health questions at intake; insurability, premium and carrier acceptance stay with your advisor and the carrier. The sample lead shows an example record structure, and the life insurance pay per lead page describes the sector terms.
How are rejected life insurance leads replaced?
Agree the reasons in advance. Typical eligible reasons are a person outside your licensed territory, invalid contact details, a duplicate of someone already in your system, and a lead with no consent record. Under Vivin’s lead agreement, a delivered lead can be disputed within 5 business days of delivery under the written criteria, and a lead that failed a gate is replaced with one that passes. Read the full wording in the lead agreement.
Should you buy leads or appointments?
Buy leads when your advisors have capacity to follow up quickly and run their own needs analysis. Consider appointments when advisor time is the scarce resource. Vivin charges USD $100 to $500 per attended appointment, no-shows are never billed, and cancellations with notice are replaced. Every fee is listed in your written quote before you sign. The life insurance appointment page explains the model, the pay per lead hub explains lead billing, and the pay per lead company comparison shows what other providers publish.
Frequently asked questions
Can I buy life insurance leads that cover several provinces?
Yes, if your advisors are licensed in each province you list. Give the provider the exact list, and require that no lead outside it is delivered.
Does a life insurance lead include health information?
It should not. Medical questions belong on your application inside the carrier’s process, not on a lead form.
Who is responsible for what the advisor says about coverage?
The licensed advisor and the agency. The lead provider delivers an introduction; products, suitability and representations stay with you.
Is a lead the same as a policy sale?
No. A lead is an inquiry from a person who asked to be contacted. Insurability, premium and a sale depend on your advisor and the carrier.
