Contents
- The gap between shared and exclusive pricing is significant across every lead generation vertical:
- According to Velocify's (now Ellie Mae) lead management research, the optimal model depends on your vertical and buyer relationships.
A shared lead is sold to multiple buyers (typically 3-5), while an exclusive lead is sold to one buyer only. Shared leads cost 40-60% less but convert at lower rates because the consumer gets contacted by several companies at once. Exclusive leads cost more but give the buyer first-and-only contact, which means higher conversion rates and a better consumer experience.
Price differences in practice
The gap between shared and exclusive pricing is significant across every lead generation vertical:
| Vertical | Shared Lead | Exclusive Lead | Price Premium |
|---|---|---|---|
| Auto Insurance | $15-45 | $25-70 | 55-75% more |
| Life Insurance | $30-80 | $50-150 | 65-90% more |
| Annuities | $50-120 | $80-200+ | 60-70% more |
| Personal Finance | $25-60 | $40-120 | 60-100% more |
According to EverQuote's 2025 insurance marketing report, exclusive leads convert to bound policies at 2-3x the rate of shared leads in auto insurance, which explains why buyers willingly pay the premium. A shared lead at $25 that converts at 5% costs $500 per customer acquired. An exclusive lead at $60 that converts at 15% costs $400 per customer acquired. The exclusive lead is cheaper per acquisition despite being more expensive per lead.
How the routing works
From the technology side, shared vs. exclusive is a routing configuration — not a different product. The same lead enters the system through the same form. The platform's routing logic determines whether that lead goes to one buyer or several, based on the campaign configuration and buyer agreements.
PRJ-01 handles this through its feed routing system with per-route suppression, cap enforcement (daily, weekly, monthly, all-time), and duplicate detection per route. A lead marked for exclusive delivery gets routed to one buyer and suppressed from all other feeds. A shared lead gets routed to multiple feeds up to the configured limit. The dual routing modes (direct feed ID and URL-based matching) let operators configure both models within the same system.
Which model to use
According to Velocify's (now Ellie Mae) lead management research, the optimal model depends on your vertical and buyer relationships. High-value verticals like annuities and life insurance tend toward exclusive because the lifetime customer value justifies the higher lead cost. High-volume verticals like auto insurance often use a mix: exclusive leads for premium buyers willing to pay top dollar, and shared leads for price-sensitive buyers who want volume.
For generators, the math is straightforward. Selling one exclusive auto lead at $60 generates more revenue than selling one shared lead at $25 — but selling that same shared lead to 4 buyers at $25 each generates $100 total. The revenue-maximizing strategy usually involves offering both models and letting buyer demand set the mix. The infrastructure requirement is a routing system sophisticated enough to enforce exclusivity rules, prevent overselling, and track delivery per buyer — which is exactly what cap enforcement and suppression logic do at the platform level.
Related: How much do insurance leads cost in 2026?
References
- EverQuote (2025). "Insurance Marketing Report." Shared vs. exclusive lead conversion data.
- Velocify/Ellie Mae (2024). "Lead Management Research." Optimal lead distribution model analysis.
- Keating, M.G. (2026). "The Compounding Execution Method: Complete Technical Documentation." Stealth Labz. Browse papers