How do I market pension transfer and pension consolidation services?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
How do I market pension transfer and pension consolidation services?
Use Google Search for in-market terms (pension transfer advice, consolidate pensions, lost pension), Meta for over-50s awareness campaigns, and a named lead magnet like a "pension review checklist". Expect £120 to £280 CPL and strict FCA scrutiny on all creative.
Marketing pension transfer and pension consolidation services is the most compliance-heavy, highest-CPL regulated niche in UK financial advice, and the rules have tightened materially post-British Steel.
On the compliance side, any adviser marketing defined-benefit-to-DC transfer advice must hold G60 or equivalent, be permitted under its FCA permissions, and carry sufficient PI. Advertising cannot use any language implying a recommendation to transfer in the absence of individual advice. Meta, Google and LinkedIn all require advertiser verification plus financial-services certification before a pension-transfer creative can run, and will auto-pause campaigns that use language such as "unlock your pension" or "free pension review" as triggering rather than compliant language.
On the channel mix, Google Search dominates because pension-transfer prospects actively research. Expected CPL ranges are £90 to £220 on Google, £60 to £120 on Meta with heavy targeting filtering for age 55-plus and pension-pot-size signals, and £140 to £280 on LinkedIn for higher-AUM segments (professionals, executives, public-sector final-salary members). Platinum Prospects pension-transfer campaigns are currently running at campaign floors of £46 to £88 on Meta and £70 to £150 on Google, well below sector averages, via tight audience modelling and compliance-pre-approved creative.
The economics only work if ongoing advice fees or transfer-triggered AUM flow are the monetisation lever. A one-off £3,000 transfer advice fee against a £150 CPL and a 10 per cent booked-call-to-client conversion implies a £1,500 CAC and a payback period of only the first year; with ongoing fees at 0.75 per cent on a £180,000 transferred pot, lifetime value comfortably supports the CPL.
Landing pages must include a prominent FCA risk warning, clear statement that transfers may not be suitable, adviser name and qualifications, and explicit sign-posting to the Pension Wise service.
See the case study on pension-transfer Google campaigns and the 2026 report sector deep-dive on pensions.