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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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JM
Reviewed by
Jake McQuillan
Founder at Platinum Prospects
Last reviewed 22 April 2026

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