If you are deciding between The Price Group and Family First Life, you are looking at two of the most-discussed independent IMOs in final expense and mortgage protection. They are structured very differently. This page lays out the public facts so you can choose the right fit, not the loudest pitch.
About The Price Group
The Price Group (TPG) is an independent insurance marketing organization built around AI-powered final expense leads, daily live training, and a remote telesales model. Agents keep their own book of business and build agencies on a non-MLM contract.
About Family First Life
Family First Life is a large independent marketing organization known for high starting commission levels, a hierarchical override structure, and a heavy focus on agency building. Lead programs are typically purchased through internal vendors, and culture has historically centered on in-person events and rapid recruiting.
Side-by-Side: TPG vs Family First Life
| Feature | The Price Group | Family First Life |
|---|---|---|
| Business model | Independent IMO. 100% remote telesales focus. | Independent IMO. Mixed remote and field, heavy agency building emphasis. |
| Lead model | AI-powered, data-enriched final expense leads with buying-intent signals. | Direct mail, internet, and Facebook leads through internal vendors. |
| Lead cost | Transparent $5 to $45 range depending on lead type. No hidden upcharges. | Varies by vendor. Direct mail typically $30+ per lead. |
| Training | Daily live virtual call center, ALS30 30-day onboarding, ongoing weekly sessions. | National events, regional bootcamps, and recorded training libraries. |
| Commission starting point | Competitive contracts with carrier-direct override structure. | Publicly markets high starting commissions, with upline override layers. |
| Contract type | Independent contractor. Own your book. Vested releases per carrier rules. | Independent contractor. Release policies vary by upline. |
| Agency building | Optional. Agents who want to build a team have a clear path. Not required. | Strongly emphasized. Recruitment is a core part of the culture. |
| MLM structure | Not an MLM. No required recruiting, no team purchase quotas. | Not technically MLM, but uses multi-level override structure that some agents compare to one. |
| Support | Daily live support, dedicated mentor pairings, virtual call center. | Upline-dependent. Quality varies widely based on which agency you join. |
| Best for | Agents who want a remote telesales career with consistent leads and training. | Agents who thrive in high-energy, event-driven, agency-building cultures. |
Who Each Is Best For
The Price Group is best if
- You want to sell insurance from home, full remote, no driving.
- You want AI-powered leads with clear cost ranges, not hype.
- You want daily live training and a virtual call center, not a once-a-year event.
- You want the option to build an agency without it being required.
Family First Life is best if
- You want a large in-person event culture with national gatherings.
- You are motivated by building a downline and earning overrides from recruiting.
- You prefer a field or hybrid model over pure telesales.
"The daily live training is what changed it for me. I was guessing on my own before. Now I get on a call every morning with people doing the work."
TPG Agent . Joined 2025
TPG vs Family First Life: FAQs
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Want more comparisons? See all TPG vs IMO comparisons or read our best insurance IMO guide for 2026.