Definitions
What is the difference between an MQL and an SQL in financial services?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
What is the difference between an MQL and an SQL in financial services?
An MQL has shown intent (form fill, webinar attend); an SQL has been qualified by a human on budget, timeline and suitability to progress to advice.
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Staging
- Lead: contact captured
- MQL: engaged meaningfully (form + scoring threshold)
- SQL: phone-qualified on pot size, urgency and fit
- Opportunity: consultation booked
- Client: fee signed
UK specifics
Add suitability signals (FCA-style fact-find mini) as part of SQL gating - this raises adviser productivity 30-50%.
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