What is a good cost per lead for UK financial advisers?

Short answer

For UK financial advisers, a healthy cost per lead (CPL) sits between £48 and £420, with wide variation by niche, channel and advice value.

Benchmarks by niche

• Mortgage and remortgage: £35 to £90 CPL
• Pension transfer / consolidation: £120 to £280 CPL
• Equity release: £140 to £260 CPL
• Wealth management / HNW: £200 to £600 CPL
• Protection and life insurance: £18 to £55 CPL

What drives the range

1. Average client value: the higher the LTV, the more CPL is justified.
2. Channel: Meta and Google Search are usually cheaper than LinkedIn.
3. Offer strength: a named guide or calculator converts better than "book a call".
4. Geography: London and the South East see higher CPC than the North.

Rule of thumb

Target a CPL under 5% of your expected first-year client revenue. An adviser with £3,000 ongoing revenue per client can comfortably pay £150 CPL if conversion to client is 25% or better.