Conversion
What makes a good lead magnet for a financial adviser?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
What makes a good lead magnet for a financial adviser?
A good adviser lead magnet is specific, niche, and delivers a concrete outcome in under 10 minutes. Examples: "pension consolidation checklist", "IHT quick-audit", "mortgage affordability calculator". Generic "free consultation" is weak because everyone offers it.
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The test
A good lead magnet should:
- Be niche-specific (not "financial advice" in general).
- Solve one concrete problem in under 10 minutes.
- Have a visual, downloadable or interactive format.
- Suggest next-step advice without hard-selling.
High-converting examples
- Pension consolidation checklist.
- IHT quick-audit (10 questions).
- Retirement income calculator.
- Affordability calculator for mortgage.
- "Which equity-release alternative is right for me?" quiz.
- Tax-year-end planning playbook.
Weak examples
- "Book a free consultation" (everyone offers it).
- "Download our brochure".
- "Sign up for our newsletter".
- Untargeted "financial health check".
Format guidance
Interactive calculators convert 2 to 4x higher than static PDFs.
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