Conversion
What is a good lead-to-client conversion rate for financial advisers?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
What is a good lead-to-client conversion rate for financial advisers?
3-8% for mass-affluent advice, 8-18% for specialist niches (DB transfer, equity release), 1-4% for HNW wealth management. Measure over 90+ days.
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Benchmarks
- Mass-affluent: 3-8%
- Specialist (DB, ER, BTL, IHT): 8-18%
- HNW wealth: 1-4% (but LTV 10x+)
- Protection: 18-35% (shorter cycle)
Levers
Speed-to-contact, qualification quality, adviser-to-lead fit, offline conversion feedback.
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