I know LH was pushing FE in the early 80s. I did not contract with them but I did with another Londen company, Legacy Life. Not long after we started writing business with them the went into receivership."EZ Issue" was a real niche back in the day. It was beneath a lot of people to go down to West Philly and sell Mabel a policy. But many weren't cut out for the NYL/NML style, which around here was somewhat limited and competitive with everyone chasing the same upscale market. Agents where I started were constantly fighting over this doctor/lawyer or that business owner (other companies would be in there too).
Working leads gave people a chance to go outside their natural market and territory. They are now in control of their destiny!