Measurement
How do I calculate client acquisition cost for an adviser?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
How do I calculate client acquisition cost for an adviser?
CAC = (ad spend + marketing salaries + tooling) / new clients acquired in the period. UK advisers typically see CAC 600-2,000 pounds mass-affluent, 3,000-8,000 pounds HNW.
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Formula
CAC = Total marketing cost / New clients
Include
- Media spend
- Agency fees
- Marketing headcount
- Tooling (CRM, email, landing pages)
Dont include
Adviser salaries (that is CoGS) or back-office costs.
Healthy ratio
LTV:CAC of 4:1 or better for sustainable growth.
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