Conversion
How many touchpoints does it take before a prospect books a meeting with a financial adviser?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
How many touchpoints does it take before a prospect books a meeting with a financial adviser?
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.
Want us to do this for your firm?
Get a compliant lead-gen plan tailored to your niche and compliance setup.
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.
Was this useful?
Related questions
What is a good lead-to-client conversion rate for financial advisers?
3 8% for mass affluent advice, 8 18% for specialist niches (DB transfer, equity release), 1 4% for HNW wealth management. Measure over 90+ days.
How do I reduce no-show rate for financial consultations?
Send multi channel confirmations (email + SMS), add a personal video greeting 24h before, require a soft commitment (reply to confirm), and schedule within 3 5…
How do I qualify mortgage leads at form submission?
Five field qualifier: property value, deposit %, employment, credit, timeline. Reject: deposit under 5%, recent bankruptcy, timeline over 12 months unless buy…
Why is my financial landing page not converting?
Usually one of five: slow load, weak hero, too many fields, no proof, or nav links leaking traffic. Fix in that order.
What is a good conversion rate for an IFA landing page?
A well designed IFA landing page typically converts 4 9% of paid traffic to a booked call or fact find; below 3% usually signals a messaging or friction issue.