The five lead types we know inside out
Scroll through each campaign type below. Every script, every objection, and every market we work has been refined through thousands of real calls.
Union Benefits — Accidental Death & Dismemberment
Union benefit campaigns are the foundation of AIL's distribution model. When a worker joins an affiliated union — whether that's the United Steelworkers, the Teamsters, the Labourers' International, or one of the hundreds of other unions AIL works with across North America and New Zealand — they receive a base Accidental Death & Dismemberment benefit through their membership. AIL agents are responsible for contacting union members to inform them of this benefit, help them designate a beneficiary, and conduct a benefit review that naturally introduces the full range of protection AIL offers their families.
The opener establishes the reason for the call immediately: the member's union has arranged a benefit through AIL and the agent needs to complete the beneficiary documentation. This is not a cold pitch — it is a benefit notification. Our setters are trained to communicate this clearly and warmly. The goal is to book an appointment for the agent to complete the benefit review. Nothing is sold on the appointment setting call.
United States (all states), Canada (all provinces — including Teamsters Canada, UFCW, Labourers International, and CLAC-affiliated unions), New Zealand (CTU-affiliated and independent unions).
Will Kits — Estate Planning Lead Follow-Up
Will Kit leads are generated when a union member responds to an AIL mailing offering a free will preparation kit. The member completes and returns a response card requesting the kit — expressing an active desire to do something for their estate and their family. Will Kit leads are warm because the member initiated contact, and time-sensitive because the initial impulse fades quickly. A lead contacted within 3–5 days of the card being returned will typically engage more openly than one contacted after two weeks.
We open by referencing the Will Kit request directly — the member asked for this, and we're calling to arrange for the agent to bring it to them. There is no ambiguity about why we're calling. We are not cold calling; we are following up on something the member asked for. The appointment is framed as the delivery of their kit, which naturally creates the context for a benefit review with the agent.
United States (all AIL-active territories), Canada (all provinces). Will Kit campaigns are not currently active in AIL New Zealand, but we have experience from US and Canadian campaigns.
Child Safety Kits — Family Protection Lead Follow-Up
Child Safety Kit leads are generated when a union member with children responds to an AIL offer for a free child safety identification kit — fingerprint cards, emergency contact sheets, a physical description form, and guidance on how to use the kit if a child goes missing. A parent who requested this kit was thinking, at least for a moment, about protecting their child. That is the emotional context of every call. These leads convert well because the request reflects genuine care for family wellbeing — the same territory AIL's family protection products occupy.
The call opens by thanking the member for requesting the kit and confirming the best time to drop it off or go through it together. The tone is warm, family-oriented, and non-pressured. We treat the kit as the primary purpose of the visit — not as a pretence for a sales call — because that is exactly what it is. The agent's family protection conversation happens at the appointment, not on the phone.
United States (all AIL-active territories), Canada (all provinces).
Globe Life Response Leads
Globe Life is one of the largest direct-to-consumer life insurance companies in the United States, generating millions of response leads annually through television advertising, direct mail, and online inquiry forms. When a prospect calls the number they saw on TV, returns a card, or completes an online form, their information passes to a Globe Life agent for follow-up. These are warm leads — the prospect has expressed interest in affordable coverage. The challenge is perishability: speed-to-contact is the single most important variable on Globe Life campaigns.
We open by referencing the specific action the prospect took — the ad they responded to, the card they returned, or the form they filled in — reestablishing context without assuming they remember it clearly. We confirm what they were interested in and move to booking a call with the licensed agent. We do not discuss coverage amounts, premiums, or health questions — all of that belongs in the agent's appointment.
United States (all states where Globe Life is active). We work with Globe Life agents exclusively — not with Globe Life's direct-to-consumer division.
POS — Policy Owner Service Reviews
Policy Owner Service (POS) is the process of contacting existing AIL or Globe Life policyholders to conduct a policy review — updating beneficiary information, reviewing coverage adequacy, confirming contact details, and identifying additional coverage needs. POS campaigns generate the highest appointment show rates of any lead type we work with, because these are existing customers who already have a relationship with the agent or agency.
The POS call is fundamentally different from any lead-generation call. The person we are calling is already a client. The call should feel like an extension of the relationship they have with their agent — professional, warm, and unhurried. We identify ourselves as calling on behalf of their agent, explain it's time for their annual policy review, and offer convenient times. We do not discuss policy details on the call — that is the agent's role at the review.
United States (all AIL and Globe Life territories), Canada (all AIL provinces), New Zealand (AIL NZ policies in active territories).
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