What is a live transfer for life insurance?

A live transfer in life insurance is a prospect who has been pre-screened by a qualification process — typically an AI system or a call center — and is connected directly to a licensed agent at the moment of peak interest. Unlike internet leads, which require the agent to contact the prospect after the fact, a live transfer puts a qualified prospect on the line with an agent in real time. The qualification process screens for criteria like age, health status, coverage intent, and ability to pay. Live transfers consistently produce higher close rates than internet leads because the prospect has already expressed interest and is expecting the call. The tradeoff is a higher cost per lead, which is offset by the higher close rate and lower cost per acquisition.