4-stage framework

The Financial Client Acquisition Model

An end-to-end model linking paid media spend to final client economics across mortgage, protection, pension and investment niches.

STAGE 1

Instrument every stage

STAGE 2

Close the attribution loop

STAGE 3

Build the client-value model

STAGE 4

Reallocate by blended CAC

Quick answer

What is the The Financial Client Acquisition Model?

An end-to-end model linking paid media spend to final client economics across mortgage, protection, pension and investment niches.

The stages
  1. 1

    Instrument every stage

    Tag every funnel step in CRM and ad platforms.

  2. 2

    Close the attribution loop

    Offline conversion imports on appointment and completion.

  3. 3

    Build the client-value model

    Project 5-year revenue by niche and channel.

  4. 4

    Reallocate by blended CAC

    Shift budget to channels with lowest CAC-to-LTV ratio.

Why the model exists

Most UK advice firms measure marketing at the top of the funnel (CPL) and sales at the bottom (closed cases) but leave the middle a black box. The Financial Client Acquisition Model connects the two with a fully traceable funnel.

The six stages

  1. Impression
  2. Click
  3. Lead
  4. MQL
  5. Appointment attended
  6. Client / completed case

Performance expectations

A well-instrumented advice firm should be able to report blended CAC, LTV, payback and channel-level ROI within 48 hours at month end. Firms using this model typically lift LTV/CAC from under 2.0x to 3.5x+ within two quarters.

Example

A wealth manager running £30k/month discovered via the model that LinkedIn was producing 2.2x more AUM per pound than Meta — despite a higher CPL — and rebalanced the budget accordingly.

Related reading

glossaryCAC
glossaryLTV
benchmarkwealth management benchmarks

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