Care fees planning is a long-cycle, high-value niche. Target adult children of parents aged 80+. Meta is strongest channel. Expect £160 to £380 CPL and 45 to 90 day cycles with average case fees of £2,500 to £15,000.
Audience Primary buyer: adult children (age 50 to 70) of elderly parents. Secondary buyer: the individual themselves if mentally capable.
Channels - Meta: demographic and interest targeting of 50 to 70 with elderly parents. - Google Search: "care fees planning adviser", "care home cost", "deprivation of assets". - Referrals from solicitors, care homes and geriatric social workers.
Content that works - "How to protect your home from care fees" guide. - Care-fees cap explainer (England / Scotland differ). - Local-authority means-test audit. - "Deferred payment scheme" explainer.
Compliance notes - Avoid aggressive "protect your home" language — this can trip deprivation-of-assets rules. - Require SOLLA (Society of Later Life Advisers) qualification standards. - Case fees £2,500 to £15,000, sometimes higher for complex trust structures.