ComparisonsOctober 5, 2026 · 6 min read
RJ Lead Group vs GOAT Leads: An Honest Comparison
Two companies selling real-time and aged life insurance leads at similar prices. The differences are in live calls, commitment terms and what comes with the order.
By Ryan St. George, Founder, RJ Webworks LLC
GOAT Leads is one of the best known names in life insurance leads, and a fair number of our buyers have ordered from them. On paper the two companies look alike. This is where they are not.
What GOAT Leads is
GOAT Leads sells real-time and aged leads across final expense, veteran, IUL, mortgage protection, health, Spanish and general life, plus a trucker vertical we do not offer. Their site says leads come from social and search advertising and arrive in under a minute, with delivery to the common CRMs. They publish a replacement policy and they have served a large number of agents. It is an established operation.
Where we are the same
- Real-time delivery in under 60 seconds, pushed to GoHighLevel, Ringy, HubSpot or a webhook.
- Aged inventory sold by age bucket.
- A published replacement policy capped at 20% of the order, with replacements rather than refunds.
- All 50 states.
Where we differ
Live calls. We run our own phone system and sell live inbound calls on final expense, Medicare and Spanish, routed across your agents on rules you set. If you want data and calls from one vendor and one balance, that is the largest difference between us. We also sell Medicare data, which was not on their list when we looked.
Commitment. Their subscriptions carry a four week commitment, meaning the first order plus three weekly renewals. Our standing orders can be paused or cancelled at any time. A standing order with us also gets the best per-lead rate and a CRM seat at no charge.
The CRM. Ours is live and included with a standing order: pipeline, dialer integration, a speed to lead text on delivery, and call and SMS history. Their CRM was listed as in beta when we checked.
Price
When we checked their site in October 2026, real-time final expense was listed at $19 to $31 and veteran at $20 to $40, with aged from $4 to $9. Ours are $15 to $24 for final expense and $20 to $32 for veteran, with aged from $1 to $4. Prices on both sides move, so check the live price lists before you decide. Ours is public and does not need a login.
Who should pick which
If you write trucker life, or you are already set up with them and your numbers work, there is no reason to leave. If you want live calls, Medicare, no commitment period and a working CRM included, order a small test from us and compare contact rates on the same week.
About us
RJ Lead Group is the insurance brand of RJ Webworks LLC, which was buying media across insurance, home services, legal, medical and financial before this brand existed. Every lead we sell comes from our own Meta and Google ad accounts and our own landing pages. We do not buy records from a network and we do not resell anyone else's.
Common questions
Is RJ Lead Group cheaper than GOAT Leads?
On the published ranges we compared in October 2026, our final expense, veteran and aged prices started lower. Check both live price lists, because prices change.
Do you require a subscription?
No. You can place one order. A weekly standing order gets the best rate and a free CRM seat, and you can pause or cancel it at any time.
Do you sell live calls as well as data?
Yes. Live inbound calls are $45 per billable call, or $70 for the high intent tier, and bill only after 10 seconds connected on a standard call and 30 seconds on a high intent call.
How do I test you against my current vendor?
Order the same vertical and state set from both in the same week, work them with the same cadence, and compare contact rate and premium written. Your first order with us includes 10 free leads.
Do you resell leads from other companies?
No. We run the ads and own the pages that capture the lead, which is why we can tell you which campaign produced any record.
Similar products are best separated by a small order from each and a week of honest dialing.
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