There is no useful average financial services marketing budget. A mortgage broker, insurance intermediary, adviser, lender and B2B fintech can have very different client values, sales cycles and approval requirements. For a mortgage-specific acquisition framework, see our marketing guide for UK mortgage brokers.
Build the budget from client economics
Work backwards from the type of client you want, expected commercial value, enquiry-to-qualified-opportunity rate, conversion rate and the acquisition cost the business can support. Separate marketing cost from any internal compliance, legal or approval work needed before campaigns go live.
Fund the whole acquisition system
- SEO and useful service/content pages;
- paid search and landing pages;
- website conversion and trust;
- CRM follow-up and attribution;
- creative/content review and approval;
- analytics that connect enquiries to real client outcomes.
Measure qualified and acquired clients
Cheap enquiries are not automatically good enquiries. Review cost per qualified opportunity, appointment/application where relevant, acquired client and downstream value. Avoid using unsupported sector-wide CPC, CPL or ROI figures as planning inputs.
