Sector Brief 2026

Protection Insurance Lead Generation Benchmarks 2026

Protection is the highest-volume, lowest-CPL regulated category in the 2026 dataset. 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.
Annual reference

This sector brief draws on the 2026 annual dataset. For full methodology and cross-sector comparisons, see the annual edition.

Read the 2026 annual report