When most people start over in business, they keep their cards close. But not David Price, founder of The Price Group (TPG), who chose a different path: full transparency, complete data tracking, and an unwavering commitment to helping insurance agents win.
After stepping away from Senior Life Insurance Company, David relaunched TPG as a fully independent agency. November 2024 marked the first month of this new chapter, and David is already documenting the journey to inspire and empower agents across the country.
Why David Left and What He’s Building
David made the bold decision to leave the captive model to build an independent IMO that gives agents access to every type of life product: Final Expense, Term, Whole Life, IULs, and Mortgage Protection. His mission? Help agents make more money with less effort by giving them access to better tools, better leads, and better mentorship.
November 2024: The New Baseline
November served as the first full month of operations under the new independent model, and David is proud to share the numbers:
- Leads Distributed: 2,587
- Investment in Leads: $51,740
- Writing Agents: 43
- Applications Submitted: 294
- Total Production: $282,900
These numbers aren’t just about showing off—they’re about building a culture of accountability. David reminds every agent that you can’t grow what you don’t measure. “Your insurance license is a business license,” he says, “and if you’re not tracking your business, you’re just winging it.”
What the Data Reveals
The numbers go deeper than just top-line production:
- Closing Ratio on Leads Distributed: 11.36%
- Cost Per Application (CPA): $175.99
- Average Production Per Application: $720
- Average Production Per Agent: $6,580
- Leads per Agent: ~60
- Average ROI (at 100% contract): 446.87%
David emphasizes that it’s not just about big production numbers anymore. It’s about profitability, scalability, and making smarter decisions with your time and money. “Imagine writing fewer apps and making more money—that’s the power of better product offerings and smarter systems.”
Evolving Beyond Final Expense
While David built much of his early career on Final Expense sales, he now coaches agents to diversify into larger policies like Mortgage Protection and IULs. These products:
- Increase average policy size
- Serve more demographics
- Lead to significantly higher commissions per sale
“We get paid on premium,” he says. “So if you can write a $400 premium instead of a $65 premium, that’s 5X the income from the same effort.”
Building the Middle Class of the Industry
David’s goal isn’t just to support the top 20% of producers. It’s to raise the average. He’s building a structure where even the “middle agent” can be consistently profitable and successful.
“What made America strong was its middle class. What will make TPG strong is a strong middle group of agents who win consistently.”
The Vision Moving Forward
This is just the beginning for David Price and The Price Group. David plans to document the journey in real time—wins, losses, and all—as he grows his IMO and helps others do the same.
If you’re an agent looking for a new path, or someone who’s committed but stuck, David wants to hear from you. And if you’re already producing but don’t know how to build a business, he can help you do just that.
Interested in getting David’s free data tracking sheet or learning more about building your own agency?
Leave a comment or message the team at tpglife.com.
David Price | The Price Group
Recruiting & Training Agents Nationwide
Never Settle.
