Care fees planners generate leads through Meta targeting adult children of 75+ parents, Google Search on "care fees advice" and "care annuity", and partnerships with care providers.
Care fees planning is an emotional, time-sensitive niche. The decision-maker is usually the adult child of a parent already in or entering care. Meta targeting of 45-65-year-olds with parent-interest signals works, paired with Google Search on "care fees advice" and "immediate needs annuity". Partnerships with care homes, solicitors (LPA work) and hospital discharge teams are often the highest-converting source.