For UK financial advisers, a healthy cost per lead sits between £48 and £420 depending on niche. Pensions and equity release cluster around £120 to £280, mortgage advice £35 to £90, and wealth/HNW leads £200 to £600 on Google or LinkedIn.
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.