A scenario-specific tool (cashflow preview, pension value calculator, IHT mini-calculator) outperforms static PDFs 2-3x in lead quality and downstream conversion.
Ranked by quality
1. Interactive calculator / cashflow preview 2. Scenario-specific checklist ("DB transfer - 12 questions to ask before") 3. Video mini-course (3 x 5-min) 4. Static PDF whitepaper 5. Generic "top tips" PDF (avoid)
Compliance
Any tool that produces a personalised number must be clearly illustrative, not advice.