Yes. Single-niche advisers outperform generalists on CPL (30 to 60% lower), conversion (2 to 3x higher), and LTV. Niche down by: (1) advice area, (2) client demographic, (3) asset size, or (4) profession. Pick one axis; do not combine more than two.
Why niching works - Ads speak to a specific person, not "everyone". - Landing pages convert 2 to 3x higher with message match. - Content ranks faster in a narrower space. - Referrals are cleaner (easier to describe who you help). - Compliance is easier (one target market definition).
Four axes for niching 1. **Advice area:** pensions, IHT, equity release, divorce, bridging. 2. **Demographic:** over-60s, high-earning professionals, business owners. 3. **Asset size:** £250k+, £1m+, £5m+. 4. **Profession:** doctors, lawyers, pilots, farmers.
Evidence Boutique adviser firms averaging £1m+ in assets per client have 30 to 60% lower CPL and 40 to 70% higher client LTV than generalist IFAs targeting everyone.
Where firms over-niche Stacking more than 2 axes (e.g. "HNW dentists in Scotland aged 55+") shrinks the addressable market below a commercially viable floor.