GoHighLevel vs SalesPulse: Which is Better for Insurance Agents?

If you've been in insurance sales for more than five minutes, someone has told you to try GoHighLevel. It's everywhere — insurance Facebook groups, YouTube channels, agency coaches. And it's genuinely a capable platform. But there's a problem: GoHighLevel was built for marketing agencies, not insurance agents.

That distinction matters more than you might think. In this comparison, we'll break down exactly how GoHighLevel and SalesPulse stack up across every dimension that matters for insurance professionals.

What is GoHighLevel?

GoHighLevel (GHL) launched in 2018 as a white-label platform for marketing agencies. The idea was simple: give agencies a CRM, email/SMS automation, landing pages, and pipeline tools they could resell to their clients.

It's a genuinely excellent platform for its original purpose. Marketing agencies use it to run campaigns for local businesses, and it does that very well. But "insurance CRM" was never in the brief. The insurance features — such as they are — were added later, mostly by third-party template sellers and consultants building on top of GHL's open customization.

What is SalesPulse?

SalesPulse was built from scratch for insurance agents. The founder spent years working in the insurance industry before building software to solve the problems he saw every day: leads going cold because follow-up was manual, agents paying for 8 different tools that didn't talk to each other, and high-volume dialers being priced out of reach for independent agents.

Every feature in SalesPulse was designed around an insurance workflow. The AI follow-up sequences are built to engage final expense and Medicare prospects. The power dialer is optimized for working internet lead lists. The pipeline tracks insurance-specific stages: contacted, quoted, applied, issued, delivered.

Head-to-Head: The Core Comparison

CRM & Pipeline Management

GoHighLevel: GHL's CRM is solid for tracking contacts and opportunities. You can build custom pipelines with whatever stages you want. Contacts are well-organized, and the tagging system is powerful. The main limitation for insurance agents is that all fields are custom — there are no native insurance fields. Policy type, carrier, coverage amount, beneficiary — you'll build all of this yourself.

SalesPulse: The pipeline and contact management was designed for insurance. Stages are pre-configured for insurance sales flows. Key fields like policy type, assigned agent, and appointment type are built in. More importantly, SalesPulse tracks the relationship between contacts and their agents at an agency level, supporting proper commission attribution from day one.

Winner: SalesPulse — especially for agents who don't want to spend hours configuring a generic system.

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Phone System & Built-in Dialer

This is where the gap is most dramatic.

GoHighLevel: GHL has a basic calling feature through Twilio, but it's not a dialer in any meaningful sense. To do high-volume outbound calling, you'll need to integrate a third-party dialer like PhoneBurner or use a GHL add-on service. Each of these costs extra — typically $50-150/month on top of GHL's base price. Number provisioning is manual and basic.

SalesPulse: The built-in VoIP phone system handles inbound and outbound calls directly from the contact screen. Every call logs automatically with a recording. The AI power dialer goes further: it uses a pool of 251+ local phone numbers to maximize answer rates, automatically routes answered calls to agents, and uses AMD (Answering Machine Detection) to skip voicemails. For agents working internet lead lists or doing final expense outreach, this is a genuine competitive advantage.

Winner: SalesPulse — by a wide margin. A built-in AI dialer with local presence is simply not something GHL offers.

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Lead Management

GoHighLevel: GHL has decent lead capture and routing. Forms, landing pages, and webhook integrations can pull leads from various sources. Where it gets complicated is routing — if you want leads to go to specific agents based on state, product, or availability, that requires custom automation workflows. Doable, but requires technical setup.

SalesPulse: Lead management includes a built-in marketplace (LeadPulse) where agents can purchase exclusive and shared insurance leads directly within the platform. Leads from the marketplace are automatically assigned and trigger AI follow-up sequences. For agencies, agent-level lead routing with state and product filters is built in.

Winner: SalesPulse — the integrated marketplace is a unique differentiator that GHL simply doesn't offer.

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AI & Automation

GoHighLevel: GHL's automation engine is genuinely powerful. You can build multi-branch workflows, A/B test messages, set triggers based on any contact action, and integrate with hundreds of third-party apps via Zapier or native connections. If you're willing to invest time in learning the workflow builder, you can create sophisticated automation sequences.

SalesPulse: The AI follow-up sequences are purpose-built for insurance. When a lead doesn't answer, the system sends a customized sequence of texts and emails referencing their specific inquiry type (final expense, Medicare, annuities). The AI is trained on insurance sales conversations — it doesn't just send generic follow-ups. The sequences are pre-built and ready to use immediately, without workflow configuration.

Winner: Tie — GHL has more customization flexibility, SalesPulse has better out-of-the-box results for insurance.

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Insurance-Specific Features

GoHighLevel: None built in. GoHighLevel is industry-agnostic. There are third-party "snapshots" (template packages) sold by GHL consultants that attempt to configure the system for insurance, but these require purchase and setup. Features like commission tracking, annuity proposals, and carrier management don't exist in GoHighLevel.

SalesPulse: Built specifically for insurance agents. This includes: commission tracking and reconciliation, AnnuityPro proposal generation with Monte Carlo scoring and strategy comparisons, appointment types mapped to insurance products (final expense review, Medicare enrollment, annuity consultation), A2P SMS compliance for insurance messaging, and an agency recruiting portal.

Winner: SalesPulse — there's no comparison here.

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Pricing

The real cost of GoHighLevel for insurance is 2-4x the base price. Once you add phone numbers, calling minutes, SMS, and a dialer integration, you're paying $200-450/month for features that SalesPulse includes at $79/month.

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Who Should Use GoHighLevel?

GoHighLevel makes sense for insurance agencies if:

• You have a technical team that can configure and maintain complex automation workflows
• You're primarily focused on digital marketing (Facebook/Google ads, funnels, landing pages) and have a separate phone system
• You're already deeply invested in GHL across other business lines and want to keep tools consolidated

Who Should Use SalesPulse?

SalesPulse makes sense if:

• You're an insurance agent or agency owner who wants to log in and start selling
• You need a dialer, phone system, and CRM without paying for three separate tools
• You work final expense, Medicare, or annuities and want workflows that match how you actually sell
• You're building an agency and need commission tracking and agent management from day one

The Bottom Line

GoHighLevel is a good platform that works fine for insurance if you're willing to invest time and money configuring it. SalesPulse works for insurance out of the box, includes the dialer and phone system at no extra charge, and was designed by someone who actually worked in insurance.

If you're evaluating platforms in 2026, try both. SalesPulse offers a free trial with no credit card required. GoHighLevel has a 14-day trial at $1. The difference in how fast you're actually making calls and working leads will be obvious.

Start your SalesPulse free trial and see how a purpose-built insurance CRM compares.