A single adviser taking on 3 to 6 new clients per month typically needs 15 to 60 qualified leads monthly, depending on niche and qualification rigour. Wealth advisers operate at the lower end, mortgage brokers and protection advisers at the higher end.
Rule of thumb by niche - Wealth / pensions IFA: 15 to 30 leads for 3 to 6 clients (25 to 40% close). - Mortgage broker: 40 to 80 leads for 10 to 20 clients (20 to 30% close). - Protection adviser: 60 to 120 leads for 15 to 30 policies (20 to 30% close). - Equity release: 20 to 40 leads for 4 to 8 cases (20 to 30% close).
Capacity constraints Most advisers over-estimate their capacity. Factor in: meeting time (1 to 3 hours each), fact-finding, research, compliance sign-off, and review servicing for existing clients.
Scaling Below 15 qualified leads/month you cannot maintain flow. Above 60/month you need either another adviser or a paraplanning team to process them.