Average 6 to 14 touchpoints across 14 to 90 days. In higher-ticket niches (HNW, IHT, equity release), 12 to 20 touchpoints is normal. Most firms under-nurture and lose prospects to competitors who stay present longer.
The averages - Mortgage advice: 4 to 10 touchpoints, 7 to 30 days. - Protection: 3 to 8 touchpoints, 3 to 21 days. - Pension transfer: 8 to 16 touchpoints, 30 to 90 days. - Wealth / HNW: 12 to 20 touchpoints, 30 to 120 days. - Equity release: 6 to 14 touchpoints, 21 to 60 days.
Touchpoint mix - Paid ads (Meta, Google, LinkedIn). - Landing page visit. - Email sequence. - SMS reminder. - Retargeting on social. - Direct mail (for older demographics). - Webinar attendance. - Adviser phone call.
Implication One or two follow-up emails are not enough. Build a 60 to 90-day multi-channel nurture that assumes 10+ touchpoints.