A lead magnet for financial advice is a free resource — guide, calculator, audit, review — given in exchange for contact details, used to filter interested prospects into the adviser pipeline.
Common lead magnets for UK financial advice include: free retirement income plan, pension review, equity release calculator, IHT estimate, mortgage affordability check, fund fee audit. The best lead magnets are niche-specific, solve a real decision, and naturally lead into a fact-find conversation.