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Niches

How do I generate leads for care fees planning?

Last reviewed 22 April 2026 · Reviewed by Jake McQuillan

Quick answer

How do I generate leads for care fees planning?

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.

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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.
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JM
Reviewed by
Jake McQuillan
Founder at Platinum Prospects
Last reviewed 22 April 2026

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