UK Financial Adviser Lead Generation Benchmarks 2026
Cost-per-lead, CTR and conversion ranges across the regulated advice niches UK IFAs most commonly serve, updated for 2026.
What is UK Financial Adviser Lead Generation Benchmarks 2026?
UK financial adviser lead generation benchmarks are anonymised ranges for cost per lead, click-through rate and conversion rate across the regulated advice niches UK IFAs serve on Meta, Google and LinkedIn.
Benchmark table
| Niche | Platform | Metric | Low | High | Type |
|---|---|---|---|---|---|
| all advisers | seo | cvr | 1.8% | 5.4% | observed |
| all advisers | meta | ctr | 0.8% | 2.5% | aggregate |
| all advisers | meta | cvr | 3% | 12% | aggregate |
| all advisers | meta | cpl | £10 | £38 | aggregate |
| all advisers | meta | cpc | £0.55 | £1.85 | aggregate |
| all advisers | meta | cpm | £4.2 | £12.6 | aggregate |
| all advisers | meta | mql-rate | 18% | 42% | aggregate |
| all advisers | ctr | 3% | 9% | aggregate | |
| all advisers | cvr | 6% | 18% | aggregate | |
| all advisers | cpl | £35 | £140 | aggregate | |
| all advisers | cpc | £2.8 | £9.2 | aggregate | |
| all advisers | cpm | £3.8 | £9.4 | aggregate | |
| all advisers | mql-rate | 48% | 75% | aggregate | |
| all advisers | bing | ctr | 2.4% | 7.2% | aggregate |
| all advisers | bing | cvr | 5% | 15% | aggregate |
| all advisers | bing | cpl | £25 | £102 | aggregate |
| all advisers | bing | cpc | £1.9 | £6.8 | aggregate |
| all advisers | bing | mql-rate | 45% | 72% | aggregate |
| all advisers | ctr | 0.4% | 1.2% | aggregate | |
| all advisers | cpl | £75 | £320 | aggregate | |
| all advisers | cpc | £5.8 | £14.2 | aggregate | |
| all advisers | cpm | £18 | £48 | aggregate | |
| all advisers | mql-rate | 38% | 68% | aggregate | |
| all advisers | cvr | 4% | 10% | aggregate | |
| all advisers | cross-channel | mql-to-client-rate | 6% | 18% | observed |
| all advisers | youtube | view-rate | 18% | 34% | observed |
| all advisers | cross-channel | speed-to-lead-minutes | 2 | 45 | observed |
| all advisers | cross-channel | cac-payback-months | 3 | 18 | observed |
| all advisers | cross-channel | mql-rate | 28% | 62% | observed |
| all advisers | open-rate | 28% | 48% | observed | |
| all advisers | ctr | 2.1% | 6.4% | observed | |
| all advisers | youtube | cpm | £6.5 | £18 | observed |
| equity release | cpl | £53 | £101 | directional | |
| equity release | bing | cpl | £53 | £101 | directional |
| equity release | cpl | £147 | £273 | directional | |
| equity release | meta | cpl | £8.8 | £18.2 | directional |
| estate planning | cpc | £3.5 | £11.5 | grouped | |
| estate planning | ctr | 2.5% | 6.75% | grouped | |
| estate planning | cvr | 5.28% | 15.84% | grouped | |
| estate planning | mql-rate | 42.2% | 66% | grouped | |
| estate planning | cross-channel | cac-payback-months | 5 | 14 | observed |
| estate planning | cross-channel | mql-to-client-rate | 5% | 13% | observed |
| estate planning | cross-channel | speed-to-lead-minutes | 5 | 80 | observed |
| estate planning | open-rate | 24.6% | 42.2% | grouped | |
| estate planning | youtube | view-rate | 15.8% | 29.9% | grouped |
| estate planning | meta | cpc | £0.69 | £2.31 | grouped |
| estate planning | meta | cpm | £5.25 | £15.75 | grouped |
| estate planning | meta | ctr | 0.8% | 2.5% | grouped |
| estate planning | meta | cvr | 2.64% | 10.56% | grouped |
| estate planning | meta | mql-rate | 15.8% | 37% | grouped |
| estate planning | bing | cpl | £36 | £70 | directional |
| estate planning | bing | cpc | £2.38 | £8.5 | grouped |
| estate planning | bing | ctr | 2% | 5.4% | grouped |
| estate planning | bing | cvr | 4.4% | 13.2% | grouped |
| estate planning | bing | mql-rate | 39.6% | 63.4% | grouped |
| estate planning | cpc | £7.25 | £17.75 | grouped | |
| estate planning | cpm | £22.5 | £60 | grouped | |
| estate planning | ctr | 0.4% | 1.2% | grouped | |
| estate planning | cvr | 3.52% | 8.8% | grouped | |
| estate planning | mql-rate | 33.4% | 59.8% | grouped | |
| estate planning | cpl | £36 | £70 | directional | |
| estate planning | cpl | £91 | £169 | directional | |
| estate planning | meta | cpl | £6.1 | £12.6 | directional |
| pension transfer | cpl | £46 | £88 | directional | |
| pension transfer | bing | cpl | £46 | £88 | directional |
| pension transfer | cpl | £127 | £237 | directional | |
| pension transfer | meta | cpl | £7.2 | £15 | directional |
| retirement planning | cpc | £3.22 | £10.58 | grouped | |
| retirement planning | ctr | 2.55% | 7.65% | grouped | |
| retirement planning | cvr | 5.7% | 17.1% | grouped | |
| retirement planning | mql-rate | 45.6% | 71.3% | grouped | |
| retirement planning | cross-channel | cac-payback-months | 4 | 13 | observed |
| retirement planning | cross-channel | mql-to-client-rate | 5% | 14% | observed |
| retirement planning | cross-channel | speed-to-lead-minutes | 4 | 70 | observed |
| retirement planning | open-rate | 26.6% | 45.6% | grouped | |
| retirement planning | youtube | view-rate | 17.1% | 32.3% | grouped |
| retirement planning | meta | cpc | £0.63 | £2.13 | grouped |
| retirement planning | meta | cpm | £4.83 | £14.49 | grouped |
| retirement planning | meta | ctr | 0.8% | 2.5% | grouped |
| retirement planning | meta | cvr | 2.85% | 11.4% | grouped |
| retirement planning | meta | mql-rate | 17.1% | 39.9% | grouped |
| retirement planning | bing | cpc | £2.19 | £7.82 | grouped |
| retirement planning | bing | ctr | 2.04% | 6.12% | grouped |
| retirement planning | bing | cvr | 4.75% | 14.25% | grouped |
| retirement planning | bing | mql-rate | 42.8% | 68.4% | grouped |
| retirement planning | cpc | £6.67 | £16.33 | grouped | |
| retirement planning | cpm | £20.7 | £55.2 | grouped | |
| retirement planning | ctr | 0.4% | 1.2% | grouped | |
| retirement planning | cvr | 3.8% | 9.5% | grouped | |
| retirement planning | mql-rate | 36.1% | 64.6% | grouped | |
| wealth management | cpc | £5.04 | £16.56 | grouped | |
| wealth management | ctr | 2.5% | 6% | grouped | |
| wealth management | cvr | 4.2% | 12.6% | grouped | |
| wealth management | cross-channel | speed-to-lead-minutes | 6 | 120 | observed |
| wealth management | mql-rate | 33.6% | 52.5% | grouped | |
| wealth management | cross-channel | cac-payback-months | 6 | 22 | observed |
| wealth management | cross-channel | mql-to-client-rate | 3% | 10% | observed |
| wealth management | open-rate | 19.6% | 33.6% | grouped | |
| wealth management | youtube | view-rate | 12.6% | 23.8% | grouped |
| wealth management | meta | cpc | £0.99 | £3.33 | grouped |
| wealth management | meta | cpm | £7.56 | £22.68 | grouped |
| wealth management | meta | ctr | 0.8% | 2.5% | grouped |
| wealth management | meta | cvr | 2.1% | 8.4% | grouped |
| wealth management | meta | mql-rate | 12.6% | 29.4% | grouped |
| wealth management | bing | cpc | £3.42 | £12.24 | grouped |
| wealth management | bing | ctr | 2% | 5% | grouped |
| wealth management | bing | cvr | 3.5% | 10.5% | grouped |
| wealth management | bing | mql-rate | 31.5% | 50.4% | grouped |
| wealth management | cpc | £10.44 | £25.56 | grouped | |
| wealth management | cpm | £32.4 | £86.4 | grouped | |
| wealth management | ctr | 0.4% | 1.2% | grouped | |
| wealth management | cvr | 2.8% | 7% | grouped | |
| wealth management | mql-rate | 26.6% | 47.6% | grouped |
Industry commentary
Meta remains the lowest-CPL channel for most adviser niches, with equity release and pension transfer delivering the strongest volume. LinkedIn is the only viable paid channel for HNW wealth management and offshore advice, where premium CPMs are justified by six-figure AUM per client.
Methodology
Ranges reflect the trailing 12-month performance of active UK client campaigns managed by Platinum Prospects, with sample sizes shown per row. All data is anonymised and aggregated at the niche + platform level. Low and high values represent the 20th and 80th percentile of monthly performance.
Frequently asked questions
What is the average cost per lead for a UK financial adviser?+
Across all regulated UK advice niches, Meta CPL ranges from £10 to £38 (20th-80th percentile cross-vertical). Within specific sectors, pension transfer and equity release are the most expensive; protection and first-time buyer mortgage are the cheapest.
Which platform has the lowest CPL for financial advisers?+
Meta delivers the lowest headline CPL for most mass-market advice niches. Google tends to have higher CPL but higher intent, producing better lead-to-client conversion. LinkedIn is highest CPL and reserved for HNW and corporate segments.
Are these benchmarks reliable?+
These ranges are drawn from anonymised active UK campaigns and are updated on a rolling basis. Actual performance varies materially by creative, landing page, compliance overlay and geography.