Protection Insurance Lead Generation Benchmarks 2026
Protection is the highest-volume, lowest-CPL regulated category in 2026 benchmarks. Fact-find-first funnel formats outperform quote-first formats on retention and client lifetime value despite higher headline CPL.
Headline benchmarks
£28
CPL median
Meta
5.4%
Landing-page conversion
All
34%
Policy bind rate
All
Benchmarks
Median protection CPL sits at £28 on Meta (awareness). Landing-page conversion median is 5.4 percent; policy bind rate is 34 percent.
Performance characteristics
High-volume, steady demand with minor peaks around life events. Funnel architecture (fact-find-first vs quote-first) is the largest determinant of long-term client economics.
Risk factors
- Commission-driven lead models producing poor consumer outcomes.
- FCA focus on retention, persistency, and advice suitability.
- Saturation in price-comparison placements.
Growth trends
Advised protection models that capture full need analysis outperform quote-driven models on CLV. Integrated protection-into-mortgage cross-sell continues to produce the most efficient blended CAC.
Key points
- Lowest-CPL regulated category measured.
- Fact-find-first outperforms quote-first on retention.
- Protection-into-mortgage cross-sell most efficient blended CAC.
- FCA persistency focus favours advised models over price-comparison.
This sector brief uses the same 2026 benchmark methodology as the annual report. For full methodology and cross-sector comparisons, see the annual edition.
Read the 2026 annual report