Yes for first-time buyer, protection and budgeting niches targeting 22-40; no for HNW wealth management. CPL is 20-40% lower than Meta but nurture is longer.
Where it works
- First-time buyer mortgages - Life / critical illness protection - Budgeting / debt solutions - Early-career pension consolidation
Where it does not
- HNW wealth, DB pension transfer, IHT - audience isnt there
Compliance
Same s21 rules apply; TikTok has its own financial services policy approval.