How to Buy ACA Leads That Actually Convert in 2026

Under-65 health is a volume business. Subsidized ACA plans mean many consumers pay little or nothing for coverage, so the sale is often about helping them enroll, not convincing them to spend. That makes ACA leads some of the fastest-closing data in insurance, if the leads are real.

What a good ACA lead looks like

• The consumer asked for health coverage. Not a sweepstakes entry, not a "free gift card" form. A health insurance quote request.
• Household details are present. Household size and income range drive subsidy eligibility. Leads that carry them let your agents pre-qualify before dialing.
• It is exclusive. ACA consumers get hammered during open enrollment. Exclusive data is the only way to reach them before someone else does.

Fresh vs aged ACA leads

An under-24-hour ACA lead at $1.50 (or a real-time lead, priced on availability) is your appointment setter. Under-7-day leads at $1.00 and under-30-day leads at $0.50 balance speed and cost. A 30 to 60 day lead at $0.30 to $0.45 is where many agencies find their best cost per enrollment. Leads in the 90 to 180 day window at $0.10 to $0.15 are ideal for special enrollment period outreach: the consumer shopped once, life changed, and a new qualifying event may have opened a window.

Timing your buys

Open enrollment runs November 1 through January 15 in most states. Buy fresh volume heading into November and work it hard. From February through October, aged data and SEP-qualified consumers keep enrollments flowing at a much lower cost per lead.

The dialing playbook

1. Call within minutes on fresh leads. Speed-to-lead still matters most.
2. On aged leads, lead with the benefit: "You looked at coverage a few months ago. Plans changed, and many people now qualify for lower premiums."
3. Text after the first missed call. A short, compliant SMS lifts contact rates on aged ACA data noticeably.
4. Make at least six attempts across different days and times before retiring a record.

Compliance basics

Use opt-in data, honor do-not-call requests immediately, scrub against the national DNC list where required, and keep call records. Your lead vendor supplies compliant data. Staying compliant in how you use it is on you. Our TCPA guide covers the essentials.

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