Know which universal life leads are worth a policy review
Ask whether it's a new or existing policy, why the coverage is needed, and who is actually being insured, so urgent, self-insured requests stand out before anyone quotes a risk they can't write. Policy statements and ID come in with the submission, already sorted by intent.
The exact intake your universal life insurance leads complete
This is the real 5-question guided intake for Universal Life Insurance — the same flow your customers finish before you ever pick up the phone.
What a qualified universal life insurance lead should tell you
Coverage requests for flexible-premium universal life policies, spanning brand-new applications and adjustments to policies already in force, where the insured's identity, purpose for coverage, and timeline determine how the request should be handled.
- Buy New Universal Life
- Main Reason This Coverage
- Person Who Would Be
- Soon Set Up Or
- This Coverage Intended Individual,
The questions your team needs answered
Every universal life insurance intake asks these — and why each one matters.
| Question | Why it matters |
|---|---|
| Are you looking to buy a new universal life policy or manage an existing one? | Separates new-business enquiries from existing-policyholder servicing requests, which need entirely different follow-up work. |
| What is the main reason you need this coverage for? | Reveals whether the reason for coverage actually fits universal life or belongs on a sibling product like final expense or whole life. |
| Are you the person who would be insured, or are you inquiring on behalf of someone else? | Its weighting is the main quality signal in this catalog, favoring self-insured and knowledgeable-family enquiries over third-party requests made without the insured's involvement. |
| How soon are you hoping to set up or update this coverage? | 'Immediately' is the only urgency-flagged answer, so it's what should push a lead to the top of your CRM queue. |
| Is this coverage intended for an individual, a family, or a business? | Distinguishes individual and family coverage from business coverage, which may be a better fit for Key Person or Business-Owned Life Insurance. |
How Cliont scores universal life insurance leads
Every answer is weighted automatically — no manual review required.
Value signals
- Myself
- A family member, with their knowledge
- A business partner or employee
Urgency signals
- Immediately
Disqualifiers
- Not sure yet
See the lead your team receives
Universal Life Insurance Lead
From first click to qualified lead
Follow prospects and clients through one smooth, guided flow.
They land & meet you
Your video greeting plays instantly — a real face instead of a blank form.
They explain the project
Smart questions adapt to their project and capture the full scope.
They share the details
The scope and any documents come attached, so you can scope before the first call.
You get a ready lead
Scored and qualified — waiting for you to win it.
Built for universal life insurance workflows
| Cliont capability | Universal Life Insurance application |
|---|---|
| Lead scoring | Weighs the insured-relationship answer so self-insured, family, and business-partner enquiries outrank third-party requests made without the insured's knowledge. |
| Conditional intake logic | Only prompts for policy statements and prior carrier details when the lead selects 'Existing policy' on the first question, keeping new-business intake shorter. |
| CRM routing | Sends leads marked 'Immediately' with a self-insured or family answer straight to your CRM as priority records, separate from exploratory enquiries. |
| Sibling-service redirection | Uses the coverage-purpose and coverage-type answers to identify business-protection or final-expense-shaped requests better suited to Key Person Life Insurance, Business-Owned Life Insurance, or Final Expense Insurance. |
Common universal life insurance lead scenarios
Immediate estate planning need
The prospect selects a new policy, estate or wealth planning as the reason, themselves as the insured, and immediate timing — an intake combination that should reach the CRM as a priority.
Existing policy review
A current policyholder wants to manage an existing policy rather than buy new coverage, so the intake should route this toward a servicing conversation instead of a new-business quote.
Business succession coverage
A business partner submits the enquiry for business protection purposes with business selected as the coverage type, signaling this belongs with a commercial life review, not a personal one.
Casual, unhurried research
The reason for coverage is marked not sure yet and the timeline is just exploring options, indicating a lead worth nurturing rather than a same-week policy review.
Third-party inquiry, no involvement
Someone submits the form for another person who has no knowledge of the inquiry — the lowest-weighted answer on the insured-relationship question — which should trigger a verification step before any quote work begins.
Connect Cliont to your workflow
Send leads
HubSpot, HighLevel, Salesforce, JobNimbus
Book projects
Google Calendar, Outlook Calendar, Calendly
Notify your team
Email, SMS, Slack
Automate follow-up
Zapier, Webhooks, API
Simple, transparent pricing
Choose the plan that works for your business.
Professional
Unlimited intake forms and leads for your growing business.
- Unlimited intake forms
- Custom video greetings
- AI-powered voice bot
- English + Spanish support
- Automatic lead scoring
- Digital estimates & e-signatures
- Photo, video & file upload
- Advanced analytics dashboard
Pay Per Lead
Only pay when you receive a qualified lead.
- Unlimited intake forms
- Custom video greetings
- AI-powered voice bot
- English + Spanish support
- Automatic lead scoring
- Digital estimates & e-signatures
- Photo, video & file upload
- Charged only for submitted leads
More life insurance intake templates
Universal Life Insurance lead-intake FAQs
How does the intake tell a new applicant apart from someone servicing an existing policy?
The first question asks directly whether the person is looking to buy a new universal life policy or manage an existing one, so new-business and servicing enquiries never land in the same queue.
Can the intake flag when a lead might actually fit a different product, like final expense or whole life?
The coverage-purpose question captures whether the reason is final expenses, cash value growth, estate planning, or something else, so a final-expense-shaped request can be redirected toward Final Expense Insurance or Whole Life Insurance instead of being worked as universal life.
What happens when someone is inquiring on behalf of another person?
The insured-relationship question weights self-insured, family-with-knowledge, and business-partner answers higher, while a third party inquiring without the insured's involvement scores lowest, prompting a verification step before you invest time in a quote.
Does the intake prioritize leads who need coverage right away?
Yes — the timeline question's 'Immediately' answer is the single flagged urgency signal in this catalog, so those submissions can be surfaced ahead of 'just exploring' leads in your CRM.
How does the intake separate individual, family, and business coverage requests?
A dedicated question captures whether the coverage is for an individual, a family, or a business, which lets you spot business-purpose universal life enquiries that may be better served by Key Person Life Insurance or Business-Owned Life Insurance.
What documents does the intake ask for on existing policies?
For leads managing an existing policy, the intake requests a current policy illustration or in-force statement along with photo ID for the insured, so you're not chasing paperwork before the review.
Turn universal life insurance visitors into qualified clients
Give every universal life insurance visitor a guided intake instead of a dead contact form — and get a scored, qualified lead before you take the first call.