Sometimes I will do a Google (or Bing) search for life insurance quotes to get a feel for what consumers have to go through in order to get quotes. Each time I do so, I am disheartened by what I find. The search listings can be quite confusing, as I see different companies on the first few search pages each time I do this test.


How does this happen? I know when I search for other products or services, the search engine usually spits out the most relevant search results, with the most relevant results appearing on the first page. However, if I search for “life insurance quotes,” for example, I get a mish-mash of results. How do I know which is the right company to choose?


I can go with names I know, like AIG or Prudential, who often show up well in the rankings (deservedly so). The only problem with those websites is that I will only get one quote for each particular company. Then I will have to shop around for competitive quotes.


I can just go down the list and find a company that will provide me with competitive quotes from several companies. But I soon find this to be a difficult task. I run into many websites that turn out to be, what we call in the industry, lead generation websites. Many of these websites will have you fill in your personal information and sell it to life insurance agents (up to 8), who will then all call you to try to sell you a policy.

Another type of lead generation site is identifiable by the large zip code box on the home page. Just enter your zip code and a page of companies pops up. You can click each one to try to get quotes, and then you will have to submit your personal information before you get quotes. Also, you’ll find many of the companies on this page are some of the companies you already saw in the search results.

I mentioned that many of the companies showing up on the first few pages of Google keep changing. Most of the changes have to do with the previously mentioned lead generation companies. As I do this test quite often, I can see what happens.

There are a few of these companies that have figured out how to work the system and move up the search rankings quickly. When their methods of moving up are eventually discovered, they get knocked out of the rankings. Shortly thereafter, they appear again as a “new” website and the cycle continues.

Some people don’t mind getting called by multiple agents or going through the redundant process as described above. If you’re not one of those people, how can you find a website that will provide you with life insurance quotes without jumping through the hoops I described above? Here are a few things to look for:


  • Work with a website that is owned and operated by licensed agents/brokers. You can find this out by reading the “About Us” or “Legal” pages of the website. If these pages are non-existent or limited, you are most probably on a lead generation website.
  • If you have to enter your personal information before getting quotes (which I don’t recommend), read the “Privacy” page of the website. It should spell out exactly what is to be done with your personal information. If your information is to go anywhere besides the website owners or insurance companies, check out some other sites.
  • Make sure there is a list of state life insurance licenses displayed on the site. If the site is operated by agents or brokers who can personally help you apply for a policy, the licenses should be displayed.
  • Read some of the content on the website. If it’s thoughtfully written and answers some of your questions about life insurance, there’s a very good chance the site is operated by licensed representatives and not a lead generation company.


I hope this will help your search. There are quite a few reputable companies offering life insurance quotes on the Internet. At, we pride ourselves in providing life insurance quotes in a secure setting without requiring personal information. And, we will never sell your information to other agents or companies.

Richard Reich

CEO - Licensed Agent

Richard Reich CEO and Licensed agent

In my 20+ years as an independent life and disability insurance broker, I have personally assisted thousands of clients with their life and disability insurance needs.  Being independent, I represent many highly-rated insurance companies and, because I am not beholden to any one insurance company, my focus is to find the right company and policy for each individual client. I believe that when people shop for insurance (or anything else, for that matter) on the Internet, they are looking for a simple, non-intrusive, non-pressure method of doing so.  I strive to treat my prospective clients with the utmost respect and I believe an educated prospect can make the right decision without sales pressure. Please feel free to contact me at your convenience.