Definitions
What is the difference between an MQL and SQL in financial services?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
What is the difference between an MQL and SQL in financial services?
An MQL (Marketing Qualified Lead) has matched basic criteria from form data; an SQL (Sales Qualified Lead) has been validated by a human on need, timeline and suitability.
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In a UK IFA context, a Marketing Qualified Lead (MQL) meets the basic criteria a form can capture — age bracket, asset bracket, service interest. A Sales Qualified Lead (SQL) has been confirmed on a 5-15 minute human call for specific need, timeline, decision authority and basic vulnerability screening. MQL-to-SQL conversion of 40-65% is normal; below 30% usually indicates a targeting or lead-magnet mismatch.
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