PCS runs an outsourced lead gen business for benefits insurance. 
On the client sales side they do self-funded plans and have been marketing these to cold leads for many years. 
This cold lead service has been so successful they've white labeled it and sold it to other agencies. 

A quote from their first customer: "you have a faucet you can turn on and get leads, other people don't. Sell it to me"

This is an organic growth machine!