Lead generation companies for financial services: 18 UK IFA suppliers compared

InvestmentsBooked is one of the companies on this list, so treat this as a comparison by someone with a stake in it. We've tried to make it useful anyway: every price comes from each firm's own public page, checked on 27 Sep 2026, and where a firm doesn't publish something we say "not published" rather than guess.

We haven't bought pension leads from these firms ourselves, and we're not an advice firm. Where we give a view on who suits what, it's based on the published terms and the maths, with the sources linked so you can check them.

Quick picks: which IFA lead company fits which firm?

• Pay only for meetings that happen, with a published price: InvestmentsBooked, £500 per qualified show, £250k–£3m in DC pensions. That's us, with the show test and credit rules published in full.
• Pay-when-they-sit with an existing adviser base: ADsorbed. Same basic model as ours, £200k+ pensions, claims 150+ UK advisers. Price given on a call.
• Cheapest published booked appointment: Lead Pronto, from £130 per booking with 82% attendance claimed. Pot criteria and distribution are agreed per campaign, so get both in writing.
• £200k+ enquiries with appointment setting included: Intently. No published price.
• A seller that publishes its own FCA reference number: Lead Tech (FRN 947409, from £149) or Professional Leads (FRN 996940, £120 and £144 "from" prices on the same page). Check the Register yourself.
• Cheapest exclusive raw leads: LeadCrowd (about £70 all-in for pension leads) or Lurvo (£30 to £60), if you have the phone capacity to chase.
• Directory volume at £250k+: Unbiased (from £193 per enquiry plus subscription) or VouchedFor (from £239 per enquiry from 1 October 2026, plus £96 a month).
• Skip if exclusivity matters: Bark, where up to five professionals can respond to one request.
• Nothing upfront, share of revenue instead: uprosper, 10% of revenue from a referred client for 18 months. It's still onboarding professionals.

How do the 18 companies compare on price, pot floor and refunds?

If you're after B2B lead generation for banks, insurers or fintechs, this isn't that list: it covers firms selling retail pension and investment clients to UK advice firms. The order is by payment trigger and contract terms (who carries the no-show and non-response risk, exclusivity, whether the price is published), not by sticker price and not by outcomes, because none of these firms, us included, publishes audited client-conversion data. Pay-per-attended-meeting first, then pay-per-booking, filtered leads, directories, raw leads and shared or matched marketplaces. We've put our own row first; how we ranked these explains why and the catch. "FCA status" is what the seller says about itself, not the advisers it serves.

Prices and terms from each firm's own website on 27 Sep 2026, with Unbiased and VouchedFor from their help centres. "Not published" means we couldn't find it on a public page, not that the firm has no policy. RMT's ≈£972 is implied from its own statement that three free trial appointments save £2,916, "the average cost of 3 appointments in 2026". VouchedFor's prices take effect on 1 October 2026. Prices exclude VAT unless the firm says "no VAT".

What types of lead generation company are there?

The single most useful thing to know about any provider is what you're paying for. Five models cover everyone above:

1. Pay per attended meeting. ADsorbed and InvestmentsBooked. The supplier finds, qualifies and books the prospect, and you pay only if they turn up. The supplier carries the no-show risk, so the unit price is higher.
2. Pay per booking. Lead Pronto's appointments, RMT, GAP GNX, and the diary options at Professional Leads and Lead Tech. The meeting is booked for you, but a no-show is usually your cost unless the contract says otherwise. GAP GNX's terms, for example, treat an appointment as agreeing a time to speak.
3. Filtered or qualified leads. Intently, Lead Tech, Professional Leads, GlobalLeads, Performance Leads. An enquiry that meets a pot or intent filter, delivered for you to call and book.
4. Directory enquiries plus a subscription. Unbiased and VouchedFor. Consumers come through a trusted consumer brand; you pay a monthly fee and a per-enquiry fee set by wealth band.
5. Raw, shared or matched enquiries. LeadCrowd, MoneyHelpDesk, Lurvo, Digital Roo (exclusive but raw), Bark (shared), uprosper (consumer chooses from several).

Moving up the list, the unit price rises and the work you do before a meeting falls. The question is whether the price rises faster than the work falls, which depends on how fast you can chase and how well you convert. Leads vs appointments covers that trade-off, and exclusive vs shared leads covers the bottom of the list.

What does each model cost per new client?

Unit prices can't be compared directly, so here are seven of them on one basis. The assumptions are our own illustrations: half of bought enquiries reach an attended first meeting, 80% of paid-for bookings turn up, and 25% of first meetings become clients. (For context, Unbiased reports 80% of leads booking a first appointment when contacted the same day and 25% after 24 hours; those are booking rates, not attendance.) The rows also buy different prospects: Unbiased tiers by the consumer's stated total wealth, VouchedFor by the minimum wealth you select, the per-lead sellers often have no floor, and we use self-declared DC pension value.

*RMT's figure is implied from a trial offer (three free appointments valued at £2,916, its stated 2026 average for £60k+ funds). It isn't a quote for a £250k+ appointment, so treat that row as a rough marker only.

On these assumptions the cheap per-lead options win on cash. They lose ground when your contact speed drops (at 25% enquiry-to-meeting, every enquiry row doubles) and they don't tell you what size of pot you'll get. The cheaper rows also have no set floor, while ours is £250k of DC pensions. Change the assumptions yourself in the cost-per-client calculator in our pillar guide, and the full UK price ladder by tier is in how much financial adviser leads cost.

Provider profiles: what does each company actually sell?

In the same order as the table. Every "watch for" point comes from the firm's own terms or the absence of them, and each profile links to the page we checked. Two things almost nobody publishes: how pension values are evidenced, and who approves the consumer adverts. Ask both.

InvestmentsBooked (that's us)

• Model: Pay per qualified show. We find UK savers with pensions in our band through our own adverts, qualify them, book them into your diary and send a pre-meeting brief.
• Price: £500 per qualified show (no VAT added). Minimum purchase of 10 appointments (£5,000), paid once your account is approved and set up; credits valid for 6 months. Credits that come back to your balance (a no-show, a cancellation that isn't rebooked, a disqualification or any other credit) come back with a fresh 6-month expiry. We supply appointments that match your filters well within the 6 months. If we ever can't before your credits expire, we refund the unused credits. No subscription, retainer or minimum term. Same price across all four appointment types.
• Pot floor: £250k–£3m in DC pensions, self-declared and reconfirmed on the call. If it turns out under £250k, the show is credited. If you set a higher minimum (£500k or £1m) and the prospect confirms pensions below the band you selected, the show is credited, even if they hold £250k or more.
• Exclusivity: One firm per appointment, never resold. The prospect asks us to book them with one FCA-authorised independent firm. We share their answers with that one firm only, and we tell them the firm's name and FRN as soon as it claims the booking, before the call.
• No-shows and disputes: No-shows are credited back to your balance. Flag a disqualification within 72 hours with a reason and we decide within 2 business days. The full show test is on the pricing page.
• Compliance: InvestmentsBooked is not authorised by the FCA and does not give financial advice. Every consumer advert is approved by an FCA-authorised firm under section 21 of FSMA before it runs. We don't make unsolicited pension marketing calls, and DB transfer seekers are excluded by default. See lead quality.
• Best for: Firms with a minimum around £250k who'd rather pay more per unit than chase enquiries.
• Watch for: On pure cash per client we're not the cheapest option here. We don't quote InvestmentsBooked conversion rates, and we don't publish adviser results. What you can check is the published show test and qualification rules.

ADsorbed

• Model: Pay per sat appointment: "a qualified prospect who attends the meeting we booked". Calls prospects, qualifies and books into your calendar with reminders.
• Price: Not published; given on an intro call. No retainer, "short and rolling" contract.
• Pot floor: £200k+ combined pension pots. It asks for capacity of 5+ qualified appointments a month.
• Exclusivity: Exclusive to your practice; no shared or cold lists.
• No-shows: "You are not charged for a no-show."
• Compliance: Its terms describe it as a marketing and appointment-setting company that doesn't carry on regulated activity, with partner firms approving campaign material.
• Best for: Firms that want pay-on-attendance from a supplier that's been running since 2019 and claims 150+ UK advisers.
• Watch for: Price only on a call, so you can't compare it without one. Ask how "qualified" and "sat" are evidenced and what happens if the pot is lower than stated.
• Checked: adsorbed.co.uk/ppa, 27 Sep 2026

Intently

• Model: Paid per £200k+ asset-qualified lead, with a human and an AI appointment setter included. It says sub-£200k leads and booked appointments are "on the house".
• Price: Not published.
• Pot floor: £200k+ assets (not pensions only).
• Claims: 85% contactability, 60% lead-to-meeting, "close 4-6 new £200k+ clients per month". All vendor figures.
• Compliance: Says campaigns are signed off with each adviser firm's compliance department before launch. Its own FCA status isn't stated.
• Best for: Firms that want volume at £200k+ with the setting done for them.
• Watch for: You pay per lead, so a no-show still costs you. Get exclusivity and refund terms in writing.
• Checked: intentlyfs.com, 27 Sep 2026

GAP GNX

• Model: Pre-qualified appointments, pay as you go, or bespoke campaigns.
• Price: Bespoke; no current price published. A third-party review quoted "from £99" earlier in 2026, but that isn't on GAP GNX's live pages.
• Pot floor: £50k+ pension wealth, with options for £100k and £1m+. Claims £185k average FUM per appointment.
• Exclusivity: "Every appointment is allocated to only one adviser."
• Refunds: Its July 2026 terms allow replacement or credit for an upheld qualification dispute. No express no-show credit.
• Compliance: Its terms say it is not FCA-authorised.
• Watch for: Its terms define an appointment as agreeing a time to speak, so check what you pay if nobody picks up.
• Checked: gapgnx.com/terms-and-conditions, 27 Sep 2026

Lead Pronto

• Model: Booked appointments ("hot keys"), cost-per-lead campaigns, or managed campaigns under your own brand for 25% of ad spend.
• Price: Appointments from £130; leads from £15. Both are guide prices that depend on area and criteria.
• Pot floor: Agreed before launch; no standard floor.
• Attendance: Claims 82% of booked appointments are attended.
• Refunds: A rejection policy in every campaign; specific no-show treatment is agreed per campaign.
• Watch for: "Distribution is agreed before launch", so confirm exclusivity for your campaign. A £130 guide price for a £60k prospect won't be the price for £250k+.
• Checked: leadpronto.co.uk/pension-leads, 27 Sep 2026

RMT Direct (with IFA Direct and Regulated Advice)

• Model: Pro Advisor booked appointments, per-lead products and telephone-qualified final salary leads. RMT names ifa-direct.com and regulatedadvice.co.uk as its lead-generation sites, so treat the three as one supplier.
• Price: Its current offer gives the first three of nine trial appointments free, "saving you £2,916", which it calls the average cost of three 2026 appointments over £60k: about £972 each. Campaigns from £1,650 a month. Final salary leads £300 each. Older per-lead (£144) and "from £180" appointment prices aren't on its live pages.
• Pot floor: £60k+ fund for the trial; average £210k.
• Claims: 60% conversion across 9,000 appointments since 2013 (vendor).
• Compliance: Says RMT Group is not authorised or regulated by the FCA; licensed in Gibraltar.
• Watch for: Exclusivity and no-show terms aren't published. Payment is weekly in arrears with 90-day credit on Pro Advisor.
• Checked: rmtdirect.com/ifa_leads.php, 27 Sep 2026

Professional Leads (Annecto Marketing)

• Model: Google and Bing enquiries by postcode, delivered to your inbox or as qualified appointments in your calendar.
• Price: The same page shows "from £120 no vat" and "from £144 no vat" for pension advice leads, so ask which applies to your product.
• Exclusivity: "Exclusive sales leads only sold once."
• Refunds: "Fair Rejection Policy"; the terms aren't public.
• Compliance: States that Annecto Marketing Ltd is FCA-regulated under FRN 996940 for arranging.
• Watch for: No stated pot floor. Clarify which price buys a lead and which buys an appointment.
• Checked: professional-leads.co.uk/our-leads/financial-advisor-leads, 27 Sep 2026

Lead Tech (Lead Technologies (Europe) Ltd)

• Model: Online qualified leads or appointments placed in your diary; also live transfers. Covers pensions, annuities, investments and IHT.
• Price: "Pension advice opportunities from £149 no vat", with discounts.
• Compliance: States FCA authorisation under FRN 947409 for arranging. Certified B Corp.
• Watch for: Exclusivity, pot floor and refund terms aren't on its public pages.
• Checked: lead-tech.co.uk/pension-leads, 27 Sep 2026

Unbiased

• Model: Subscription with mandatory monthly credits, plus a fee per enquiry you accept. Matching, directory and marketplace enquiries.
• Price: Financial enquiries at £250k+ declared wealth: £193 (level 5), £260, £405, £524 and £857 (over £2m), ex VAT. Subscription price on request.
• Contract: Six-month minimum, then rolling three-month notice (12 months on Enhanced).
• Exclusivity: "Once purchased, all enquiries are exclusive to you and only you." Accurate for the enquiry; the consumer may still speak to others.
• Refunds: Credits, not cash, within 10 business days. Not refundable if the consumer is unresponsive, misses a meeting or turns out to have lower wealth than declared.
• Best for: Firms with a fast response process and budget for a six-month commitment. More in Unbiased alternative.
• Checked: knowledge.unbiased.co.uk/enquiry-prices, 27 Sep 2026

VouchedFor

• Model: Reviews platform with directory and "Matched" enquiries on the Unlimited plan.
• Price: From 1 October 2026: £239 (£250k+ setting), £319 (£500k+), £599 (£1m+) per enquiry, ex VAT, plus Unlimited at £96 + VAT a month on a 12-month commitment.
• Refunds: Report within three working days; uncontactable, wrong service, spam or duplicate only. Excludes a missed follow-up appointment.
• Best for: Firms already collecting reviews, where the profile and Top Rated guide earn their keep beyond enquiries. See VouchedFor alternative.
• Watch for: Your price is set by your minimum setting, not the consumer's actual wealth, so a £1m+ setting pays £599 for every enquiry.
• Checked: support.vouchedfor.co.uk/en/articles/7761538, 27 Sep 2026

LeadCrowd

• Model: Self-serve marketplace: "sponsored" PPC leads (you fund the Google clicks) or "simple bidding" SEO leads.
• Price: IFA: £20 lead fee + about £40 ad cost, or from £50. Pension: £30 + about £40, or from £80.
• Refunds: Within 168 hours for invalid numbers, duplicates, hoaxes and under-18s. Refund rate "below 7%".
• Compliance: Says Echo Finance (FRN 570073) approves its financial promotions where required.
• Watch for: No pot floor. Non-answers and changed minds aren't refundable.
• Checked: leadcrowd.com/lead-types/financial-services/pension, 27 Sep 2026

MoneyHelpDesk

• Model: A LeadCrowd trading style selling pension enquiries from its own consumer site.
• Price: £25 per enquiry plus average ad cost of £40; SEO leads from £70. LeadCrowd's own pension page shows £30 + £40, so confirm the live price.
• Watch for: Recommends buying about 50 leads to start. Same refund rules as LeadCrowd.
• Checked: moneyhelpdesk.com/buy-leads/buy-our-pension-leads, 27 Sep 2026

GlobalLeads

• Model: Exclusive per-lead supply.
• Price: Pension leads from £85; IFA leads from £95.
• Refunds: Replaced if off-spec, already advised or the person doesn't recall enquiring; "overall refund rate sits below 4%".
• Watch for: Testimonials on its site come from mortgage brokers, not pension advisers. FCA status not stated.
• Checked: globalleads.uk, 27 Sep 2026

Digital Roo

• Model: Real-time exclusive leads from Google, Microsoft, YouTube, Meta and TikTok, PIN-verified by mobile.
• Price: Not published. Batches of at least 50 leads.
• Refunds: Replaces wrong numbers, hoaxes and duplicates; "lead delivery guarantee" on undelivered leads.
• Watch for: "GDPR, FCA and ASA Compliant" is a claim about its process, not FCA authorisation.
• Checked: digitalroo.co.uk/leads/financial-advisor-leads, 27 Sep 2026

Performance Leads

• Model: Google paid-search leads from its own consumer sites, billed weekly.
• Price: Not published; currently advertising a £20-per-lead discount for three months.
• Pot floor: £50k minimum pension pot.
• Worth knowing: It won a 2025 tribunal case in which its matching service to IFAs was ruled VAT-exempt. That's a tax ruling, not evidence of FCA status or lead quality.
• Checked: performanceleads.co.uk, 27 Sep 2026

Lurvo Digital

• Model: Exclusive per-lead supply from Google, Facebook, Instagram and comparison sites.
• Price: Pension leads £30 to £60; IFA leads £40 to £80. No contract.
• Claims: 12% to 22% conversion; refund rate under 4% (invalid leads only).
• Watch for: Its pension page says about 60% to 70% of its leads are DB holders considering a transfer, which many IFAs will see as a risk. Its site also makes conflicting statements about its own regulatory status.
• Checked: lurvodigital.com/leads/pension-leads, 27 Sep 2026

uprosper

• Model: AI triage for consumers, who are shown 3 to 5 checked professionals and choose whom to contact.
• Price: £0 to join or per introduction; 10% of revenue actually earned from a referred client over 18 months.
• Watch for: Not exclusive by design. It's inviting consumers to a waitlist while it onboards professionals, so check availability in your area.
• Checked: uprosper.co.uk/trust, 27 Sep 2026

Bark

• Model: General services marketplace. A consumer posts a request and up to five professionals can respond.
• Price: Credits at a standard £1.80 each; the credits needed per lead vary by service and job.
• Refunds: Credit returns for invalid contact details only. Credits bought from 1 November 2025 expire after three months.
• Watch for: Shared by design, and not built around pension advice. See Bark for financial advisers.
• Checked: bark.com/en/gb/terms, 27 Sep 2026

What are the red flags when choosing an IFA lead company?

• Prices only on a call. Five of the 18 do this. It isn't a sin, but it means you can't compare without a sales conversation.
• "FCA compliant" presented as if it were authorisation. Only the Register tells you who is authorised, and for what.
• Pension prospects sourced by phone. Unsolicited pension marketing calls have been banned since January 2019 under PECR regulation 21B.
• Transfer-heavy supply. A pitch built on DB transfer enquiries brings the risk the FCA's introducer alert warns about.
• "Exclusive" without contract wording. Ask how many firms receive each prospect and whether any sister brand sells the same data.
• Refunds that stop at dead numbers. Most policies exclude the costly failures: people who never answer, never turn up or have a smaller pot than they said.
• Lock-in before you've seen a lead. Six- and 12-month subscriptions, monthly campaign minimums and 50-lead batches all commit you before quality is proven.

We go through these in more detail in pension lead red flags, and Consumer Duty and buying leads covers what your compliance officer will want on file.

What should you ask before you buy?

Almost no supplier publishes all of this, so ask for it in writing:

1. Your price at each pot band you want (£250k, £500k, £1m), in writing.
2. The contract wording on exclusivity and resale.
3. What counts as an attended meeting, and what you pay if nobody turns up.
4. The dispute window and the evidence needed if the pot is smaller than stated.
5. The advert, landing page and consent wording each prospect saw, and who approved the advert under section 21.
6. Whether any contact with consumers is outbound.
7. VAT treatment.
8. A recent cohort: booked, attended, charged, credited and became clients.

Our published policies on 1 to 4, 6 and 7 are on pricing, how it works and lead quality. For 5, example approved adverts, the qualifier script and consent wording come in our introducer due-diligence pack during onboarding. For 8, we don't publish adviser cohort results, so weigh that gap the same way you would for any other supplier on this list. The honest guide to buying IFA leads has the longer checklist.

How we ranked these (and why we're on the list)

• Sources. Every price and term comes from the firm's own website or help centre, checked on 27 Sep 2026. Where we couldn't find something, we've written "not published" or "not stated".
• Ranking. The table is ordered by payment trigger and contract terms: whether you pay on attendance, booking or lead; exclusive or shared; refundable or not; published or hidden price. That's a judgement about who carries the risk rather than a measured outcome. It isn't ordered by sticker price either; on that, we'd sit near the bottom.
• Disclosure. This is InvestmentsBooked's own comparison, and we've put ourselves first, because paying only for attended meetings puts the no-show risk on the supplier. That says nothing about how well our meetings convert, and we won't claim a conversion rate here. The honest catches: ADsorbed has run a pay-when-they-sit model since 2019 with a longer track record, and several options on this page cost less per client if you're quick on the phone. Every row is in the same table, so you can judge that trade-off yourself.
• Our criteria. We're not an advice firm, and our pension qualification criteria were designed from IFA research (published minimums and fee floors), not from running a pension practice.

If a firm on this list has changed its prices or terms, message us and we'll update the table with the date.

FAQ