In the ever-evolving landscape of health insurance, finding high-quality leads for the Affordable Care Act (ACA) market is more important than ever. Whether it’s Open Enrollment or a Special Enrollment Period, the right leads can make or break your agency’s performance. This blog will walk you through what makes an ACA lead “best”, explore the top types of ACA leads in 2025, share how to evaluate vendors and quality, and offer strategies to maximize return on investment (ROI).
Why ACA leads matter in 2025
The ACA marketplace continues to be a major source of new health insurance customers in the U.S. Millions of Americans without employer-sponsored coverage rely on ACA plans for affordable healthcare, creating consistent demand for agents.
For agents and brokers, ACA leads represent more than just names and numbers—they’re potential long-term clients who can bring recurring commissions and referrals. However, competition among agents is fierce, and regulations around consent and marketing compliance are tighter than ever. That’s why the quality and intent level of your leads are everything.
Simply put: in 2025, it’s not about how many leads you get—it’s about how many convert into enrollments.
What Defines the “Best” ACA Leads in 2025
To identify the best ACA leads, you must look beyond price and volume. Here are the key qualities that separate good leads from great ones:
1. High Intent & Qualification
The best leads are those that come from real consumers who have expressed genuine interest in ACA plans. These leads often fill out long forms with details such as income, household size, and preferred coverage dates. The more data you have, the easier it is to pre-qualify them and close faster.
2. Freshness
Time is everything. A lead that’s 24 hours old is far more valuable than one that’s been sitting for weeks. Fresh leads respond quicker and are more likely to still be shopping for coverage.
3. Exclusivity
Exclusive leads—where you are the only agent receiving the information—give you the highest chance of conversion. Shared leads may be cheaper but often lead to competition and reduced closing rates.
4. Compliance & Accuracy
With CMS tightening compliance requirements, every lead you buy should be opt-in verified, TCPA compliant, and recorded with consent. Valid phone numbers and accurate income information are a must.
5. Cost vs. Conversion
A cheap lead that doesn’t convert isn’t really cheap. The true metric that matters is cost per enrollment—not cost per lead. Successful agents in 2025 focus on ROI rather than volume.
6. Vendor Transparency
Good vendors provide real data, trackable delivery, refund policies for invalid leads, and reporting dashboards. Avoid vendors that can’t clearly explain where their leads come from.
Top Types of ACA Leads in 2025
Not all leads are created equal. Here are the four main types of ACA leads available today—each with its pros and cons.
A. Full-Form, High-Intent Web Leads
These are prospects who have completed detailed online forms. They’ve provided essential details like income, ZIP code, and coverage preferences.
Pros:
- High accuracy and conversion rates (often 20–40%)
- Filterable by state and demographics
Cons:
- Higher cost per lead
- Require quick follow-up for best results
Best for: Agents who want quality over quantity.
B. Live-Transfer or Pay-Per-Call Leads
In this format, a consumer is screened and transferred live to your team while they’re actively shopping for coverage.
Pros:
- Extremely high intent
- Immediate contact and quick enrollments
- Higher close ratios
Cons:
- Highest cost per lead
- Requires agents to be ready to take calls in real-time
Best for: Call centers or teams ready for high-volume live calls.
C. Aged or Bulk ACA Leads
These leads are older, usually collected weeks or months ago. They’re inexpensive and come in large quantities.
Pros:
- Very low cost per lead
- Good for testing follow-up scripts or training new agents
Cons:
- Lower intent and response rate
- Data may be outdated
Best for: Agencies with an active dialing team and automation systems to re-engage cold leads.
D. Self-Generated ACA Leads
Some agencies prefer to create their own leads through Facebook, Google, or landing page ads. With proper ad setup and tracking, you can own your leads completely.
Pros:
- 100% exclusive
- Full control over targeting, message, and budget
- Builds long-term brand value
Cons:
- Requires marketing experience and ad budget
- Needs consistent optimization and testing
Best for: Agencies that want long-term scalability.
How to Choose and Evaluate a Lead Vendor
Before you spend money on leads, take these steps to evaluate your vendor:
- Ask for a sample – Check lead data fields and accuracy.
- Confirm exclusivity – Know whether leads are shared or exclusive.
- Verify compliance – Ensure leads are opt-in and TCPA compliant.
- Check delivery time – Leads should be delivered instantly or within 24 hours.
- Understand the refund policy – Vendors should credit you for invalid or fake leads.
- Start small – Test a small batch before scaling up your budget.
- Track conversions – Measure ROI, not just lead volume.
Always remember: the best lead vendor is the one that provides consistent conversions, not the one offering the cheapest price.
How to Maximize ROI from ACA Leads in 2025
Having quality leads is just half the game—how you handle them determines your success. Here are proven strategies to increase conversions:
1. Follow Up Instantly
Speed matters. Contact your leads within minutes of receiving them. The faster you respond, the higher your chance of conversion.
2. Use a Proper Script
Train your agents with a proven ACA script that focuses on qualification, income verification, and subsidy eligibility. Avoid hard selling—focus on helping.
3. Multi-Channel Communication
Use a mix of phone calls, texts, and emails. Many consumers prefer text messages for quick responses.
4. Segment Leads
Categorize leads based on intent:
- Fresh leads – Immediate follow-up
- Aged leads – Automated drip campaigns
- Self-generated – Personalized nurturing
5. Track Key Metrics
Keep an eye on:
- Cost per lead
- Cost per enrollment
- Conversion rate
- Lifetime value (LTV) per client
6. Ensure Compliance
Make sure your agents follow CMS guidelines, avoid misleading promises, and use approved scripts. Non-compliance can get your agency penalized.
7. Focus on Retention
Don’t stop after enrollment. Regularly check in with your clients and assist during renewal periods. Retained customers bring long-term profit.
ACA Market Trends in 2025
The ACA market is growing stronger each year. Here are the latest trends:
- Rising demand for subsidies: More Americans qualify for government assistance, increasing the ACA customer base.
- Tech-driven lead generation: AI-based targeting and CRM automation make lead management more efficient.
- State-specific marketplaces: Some states operate their own ACA exchanges, so lead targeting by state is more important than ever.
- Compliance tightening: Only CMS-compliant marketing is allowed—fake or incentive-based leads are being phased out.
- Increased lead cost: As competition grows, prices rise. The focus is shifting toward lead quality, not quantity.
Final Thoughts
In 2025, the best ACA leads are those that combine freshness, exclusivity, compliance, and high intent. Successful agents understand that quality matters more than cost.
Here’s the winning formula for success:
- Work only with transparent, compliant vendors
- Follow up within minutes of receiving a lead
- Track and measure your results weekly
- Build long-term relationships with clients
By focusing on data-driven strategies and maintaining compliance, you’ll not only grow your ACA enrollments but also build a sustainable, profitable book of business that thrives year after year.