How much do financial adviser leads cost in the UK?

Paying for a name, ringing it four times and finding out on the fifth attempt that other firms got there first: that's the risk every shared lead carries. So when advisers ask us what leads cost, our answer is always the same: the price on the rate card is the least useful number on the page. What you want is the cost of a meeting that actually happens, and then the cost of the client who signs.

This guide lays out a cross-section of supplier-published UK prices for pension and adviser leads as of 27 September 2026, sorted into the tiers the market actually sells. Then it converts them into numbers you can compare. We don't give pension advice or see your conversion data, so where the maths depends on your conversion rate, we've shown the range and labelled it.

How much do financial adviser leads cost in the UK?

There isn't one price, because there isn't one product. A "lead" can mean a form fill that twenty other advisers could also have bought, or a qualified prospect sitting in your diary next Tuesday. The market sorts into roughly five tiers, and each step up moves more of the work (and the risk) off your desk.

Supplier-advertised prices. "From" prices are starting points and most suppliers vary price by pot size, region and volume. Ex VAT unless the supplier says "no VAT".

Two things jump out. First, tiers 1 and 2 are cheap because the pot floor is low. A £50k floor is a long way under the £168k average minimum Dynamic Planner found in 2026, so if your minimum is near that average, some of what you buy may sit under it. Second, "from £180" and an implied £972 can both describe the same supplier's appointments. Pot size drives price, so always ask for the quote at the band you actually want.

What do Unbiased and VouchedFor charge per enquiry?

The two big consumer-facing platforms both sell enquiries, and both now publish prices by wealth band. They measure wealth differently, which matters when you compare them with anything else.

Sources: Unbiased enquiry prices (no effective date shown; as displayed 27 Sep 2026), Unbiased credits, VouchedFor rate card (edited 8 Sep 2026, effective 1 Oct 2026), VouchedFor membership. All ex VAT. VouchedFor's any-wealth enquiry is £71.

Worth being fair about both. Unbiased says a purchased enquiry is exclusive to you once you accept it, and you see the stated wealth before you buy. VouchedFor's reviews do work that a bought lead can't. But neither sells a meeting. Unbiased's refund policy excludes non-responsive consumers, and VouchedFor's refund window is three working days with no attendance guarantee. We've gone through both in more detail in the Unbiased alternative and VouchedFor alternative comparisons.

How do you compare a £60 lead with a £500 meeting?

You convert everything to the same unit. The unit we'd use is the attended first meeting, because that's the first point where you've spent money and got something you can advise. The formula is simple:

Cost per attended meeting = price per enquiry ÷ share of enquiries that turn into an attended first meeting

Neither platform publishes that share, so the table runs three assumptions: two in three, one in two, and one in three. Subscriptions, VAT and your time are left out here (they come later), which flatters the enquiry products.

Illustrative. The meeting rates are our assumptions; no supplier publishes them. Your own numbers will differ with speed of response, pot size and the time of year.

So, at the £250k band, an Unbiased or VouchedFor enquiry that turns into a meeting half the time costs roughly £386–£478 per attended meeting before the subscription. That's in the same range as £500. At one in three it's £585–£724. At the £500k+ and £1m+ bands, enquiries get more expensive per meeting than a flat per-show price. The cheapest raw leads still win on this measure, which brings us to the thing the table doesn't show: what's in the pot.

What does each option cost per £1,000 of pension?

A £70 lead with a £60k qualifying floor and a £500 meeting with a £250k floor aren't the same purchase. One rough way to level them is to divide the cost per attended meeting by the pot at the bottom of the band you're paying for. Treat it as a sense check, not a ranking: each supplier measures wealth differently (see the note under the table).

Illustrative. Unbiased bands are the consumer's stated total wealth, not DC pension value. VouchedFor prices follow the adviser's minimum setting. RMT's £210k is its stated average on its appointment product. Our band is the prospect's self-declared DC pensions, reconfirmed on the call. Ex VAT and before subscriptions.

Be clear about what this shows. At the bottom of the £250k band, an Unbiased or VouchedFor enquiry that converts to a meeting half the time comes out cheaper per £1k than £500 per show, before you add the subscription, VAT and your chasing time. A flat per-show price looks better the higher the pot, because it doesn't rise with the band: at £1m it's £0.50 per £1k. Because the bands measure different things (total stated wealth, an adviser's minimum setting, self-declared DC pensions), don't read more precision into it than that. If most of your work sits at £250k–£400k and you already respond fast, the platforms can be good value.

What does a new client cost at 10%, 25% and 40%?

The last step is the one that pays your bills. Divide the cost per attended meeting by the share of those meetings that become clients.

Cost per new client = cost per attended meeting ÷ meeting-to-client rate

For first meetings with qualified prospects, advice marketers quote anything from 10% to 45%. The Yardstick Agency says a firm should convert at least one in four of all its enquiries, and that bought leads usually convert below 10%. There's no published benchmark for attended meetings of this kind, so 25% below is our planning assumption, chosen to be cautious. Treat 40% as a good year.

At £500 per attended meeting. Illustrative; your results depend on your fees, speed and proposition.

Run the same sum on the other products and the picture is mixed. An Unbiased £250k–£500k enquiry at £386 per attended meeting gives £3,860, £1,544 and £965 per client at 10%, 25% and 40%. A VouchedFor £250k+ enquiry at £478 gives £4,780, £1,912 and £1,195. Using RMT's implied £972 trial valuation, if every appointment attended, gives £9,720, £3,888 and £2,430, though its published prices start lower. RMT's own case study reported 15% of 319 pension leads converting at £144 each, which works out near £960 per client for smaller pots. None of these is right or wrong on its own. Set each one against what the client pays you, which is where the calculator comes in.

Can you work out your own cost per client?

Pick a starting point, then move the sliders to your own numbers. Every preset is illustrative. For enquiries, "reach a meeting" is the share that turns into an attended first meeting; for pay-per-show it's 100% because you only pay for the meetings that happen.

Illustrative, not a forecast or advice. The sums leave out subscriptions, platform or software costs, paraplanning and the time you spend in the meeting itself. Chasing time is counted on every lead you buy, including the ones that never reach a meeting.

What doesn't show up in the price per lead?

The rate card is rarely the whole bill. For pension leads, the extra costs usually look like this:

• Subscriptions and committed spend. Unbiased runs a subscription with mandatory monthly credits and a six-month minimum term. VouchedFor's Unlimited plan is £96+VAT a month for 12 months. If you take four £239 enquiries a month, that £96 adds £24 to each one. RMT's campaigns start from £1,650 a month.
• VAT. Unbiased and VouchedFor quote ex VAT. Many advice firms can't reclaim all the VAT they pay, so a £239 enquiry can cost £286.80. Some specialist sellers advertise "no VAT", and in Performance Leads v HMRC (2025) the tribunal treated one IFA lead service as VAT-exempt. Ask every supplier, and ask your accountant how it lands for your firm.
• Chasing time. Unbiased's own best-practice cadence is five calls plus texts and emails across ten days, per lead. At 45 minutes a lead and £100 an hour, that's £75 of your time on every enquiry, including the ones that never pick up.
• Narrow refunds. Refunds for non-response, no-shows or wealth that turns out lower than stated are rare. Unbiased's terms generally ask for five documented contact attempts before a refund request, and refunds come back as credits. VouchedFor gives you three working days to report a problem enquiry.
• Expiring credits. Credit systems often expire. Check how long bought and refunded credits last before you pre-pay for a quarter.
• Pot mismatch. A lead priced on a £50k floor will bring you prospects under your minimum. They cost the same to chase as the ones that fit.

How much should you pay for lead generation?

Work backwards from what a client is worth to you. Starting from what suppliers charge gets the sum the wrong way round. Three steps:

1. Set your ceiling per client. A simple rule is that a client should pay back what you spent to win them within their first year. On a £250k pot at the 0.83% average ongoing fee (NextWealth, 2026), that's about £2,075 a year before any initial fee. On £500k it's about £4,150.
2. Multiply by your meeting-to-client rate. £2,075 × 25% = about £519. That's the most you'd pay per attended meeting for £250k clients on this rule. For £500k clients at 25%, it's about £1,038.
3. Convert every supplier to cost per attended meeting using the formula above, add subscriptions, VAT and your time, and see which ones sit under your ceiling.

You could use the initial fee instead. The average minimum initial fee was reported at £1,949 in NextWealth's 2026 benchmarks, which at 25% gives a ceiling of about £487 per attended meeting. Whichever rule you choose, write it down before you speak to a supplier. It's much easier to say no to a good pitch when the number is already on paper.

Where does InvestmentsBooked sit on the price ladder?

Full disclosure, since this is our site and we're on the ladder. InvestmentsBooked sells tier 4: attended first meetings with people who have self-declared £250k+ in defined contribution pensions, which they reconfirm on the call with you. The price is £500 per qualified show, no VAT added. A show means the prospect joined within 15 minutes of the start and you had a genuine conversation about their retirement of at least 10 minutes. No-shows, cancellations that don't rebook within 7 days and disqualified prospects (flagged within 72 hours, with a reason) are credited back to your balance. Not converting, wanting time to think or objecting to your level of fee still count as shows. The full show test is published. 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.

You buy a minimum of 10 appointments (£5,000), credits last 6 months, and there's no subscription or minimum term. 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 payment when you apply. You buy your first 10 credits (£5,000) once your account is approved and set up, and appointments matching your filters are available.

We're not the cheapest line on this page. At the £250k end, a fast firm working Unbiased or VouchedFor enquiries can beat us per meeting. We're also not the only people selling attended meetings: ADsorbed does it for £200k+ pots, and Lead Pronto sells booked appointments from £130. What we publish that most don't is the price, the show test and the credit rules. We don't publish adviser conversion results, so judge us on those published rules and on the maths above.

If you want to see what a prospect's brief looks like before the meeting, it's on how it works. The four kinds of meeting we book are on appointment types, starting with pension leads. And if you're weighing leads against appointments more generally, pay per appointment vs pay per lead covers the speed and chasing maths.

Figures checked 27 September 2026. All prices are supplier-published and ex VAT unless marked "no VAT"; they are not invoices and change often. Sources: LeadCrowd; Lurvo Digital; Lead Pronto; GlobalLeads; RMT Direct pension leads and IFA offer; Lead Tech; ADsorbed; Unbiased enquiry prices, refund policy and contact cadence; VouchedFor enquiry prices and membership; The Yardstick Agency (conversion); Dynamic Planner 2026 (£168k average minimum); NextWealth fee benchmarking 2026 (0.83%) and FABB 2026 as reported by Professional Paraplanner (£1,949); Performance Leads v HMRC. Meeting and conversion rates in the tables are assumptions, labelled illustrative. InvestmentsBooked is not authorised by the FCA and does not give financial advice.

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