Published pricing is thin here, and the reason is structural. What is genuinely knowable, and the four variables that move a unit price most.
Figures in this article describe the wider market and are drawn from the third-party sources listed at the end. They are not Lead Foundry results, and nothing here is a projection of what any individual broker will achieve.
Pricing in this market is quoted on sales calls and almost never published, which leaves a broker with no way to tell a fair quote from an opportunistic one.
Because the product is not standardised. A record described as an exclusive verified insurance enquiry can be four different things depending on when verification ran, how long exclusivity lasts, how old the enquiry is, and how much the consumer actually said. Publishing one price for all four would mean the lowest-quality version sets the number.
There is also a straightforward commercial reason: a supplier who publishes a price loses the ability to price by buyer, and in a market this small most supply is negotiated.
What that means for you: Absence of published pricing is a reason to anchor on your own economics rather than on a market figure. There is no market figure to anchor on.
No official New Zealand or Australian dataset on lead pricing exists. The ranges below are working benchmarks assembled from vendor quotes, comparable international lead markets, and the published cost of generating equivalent enquiry through paid search. Treat them as a starting point for a negotiation rather than as measured market data.
| Segment | Working range per lead | What moves it within the range |
|---|---|---|
| Insurance, shared | NZ$15 to $50 | How many buyers, and how old |
| Insurance, exclusive | NZ$60 to $150 | Verification depth and intent detail |
| Mortgage, shared | NZ$20 to $60 | How many buyers, and how old |
| Mortgage, exclusive | NZ$80 to $200 | Timing signals and verification |
| Aged or resold data | Under NZ$15 | Usually already contacted repeatedly |
The largest single driver, and the one with the most hidden variation. Permanent exclusivity, a 30 day window and concurrent supply are three different products sold under one word. Ask which, and get it in the agreement.
A format check and an in-flow SMS code cost the supplier very different amounts and produce very different contact rates. Paying a verification premium without asking which check it refers to is the most common way a quality budget buys nothing.
An enquiry delivered within minutes and one delivered the next morning are different products. The MIT Sloan research found contact odds fall by a factor of 100 between a five minute and a thirty minute response, so age is not a minor attribute.
A record carrying the consumer's own description of their situation and a timing signal is worth materially more than one carrying a name, a number and a product category.
This is the one genuinely measured comparison available. WordStream's 2026 Google Ads benchmarks, from 13,474 US search campaigns running April 2025 to March 2026, put the all-industry average cost per click at US$5.42 and the all-industry average cost per lead at US$66.69. Finance and Insurance recorded an average cost per click of US$3.39 with a conversion rate of 2.64%, the lowest of any category measured.
| All-industry average cost per lead (US$) | US$66.69 |
|---|---|
| All-industry average cost per click (US$) | US$5.42 |
| Finance and Insurance cost per click (US$) | US$3.39 |
| Finance and Insurance conversion rate (%) | 2.64% |
US data, so directional rather than local. The shape is what transfers: a cheap click paired with the worst conversion rate in the dataset produces an expensive enquiry.
Where Lead Foundry sits, in plain terms: Lead Foundry currently supplies life insurance enquiries in New Zealand. Mortgage supply opens when LoanWatch launches. The mortgage rows above are compiled from public and vendor sources rather than from our own price list.
No published dataset exists, so any figure is a working benchmark. As estimates, exclusive insurance enquiries commonly quote around NZ$60 to $150, exclusive mortgage enquiries around NZ$80 to $200, and shared supply well below both. What moves a price within those ranges is exclusivity duration, verification depth, recency and how much the consumer actually said.
Because the product is not standardised: an "exclusive verified enquiry" can mean four different things depending on when verification ran, how long exclusivity lasts, how old the record is and how much detail it carries. Publishing one price would let the lowest-quality version set the number, and in a market this small most supply is negotiated per buyer.
Exclusivity is the largest driver, followed by verification depth, recency and intent detail. Permanent exclusivity, an in-flow SMS verification, delivery within minutes and a record carrying the consumer's own description of their situation all cost the supplier more to produce and all raise contact rates.
Usually harder than the click price suggests. WordStream's 2026 benchmarks put Finance and Insurance at a US$3.39 average cost per click with a 2.64% conversion rate, the lowest of any category measured, so the enquiry cost is the click price divided by a small number, before you add building and maintaining the funnel.