The Wealthy Advisers Club, the largest protection and mortgage adviser training community in the UK with over 2,200 members, has conducted whole of market research amongst advisers across the mortgage broker and IFA communities and found that 91.7% of advisers say generating more leads is vital for them in 2026.
In addition, advisers were asked how difficult lead generation is with 64.7% of respondents saying that lead generation is either very difficult or somewhat difficult for their business. A full breakdown of their answers is as follows:
- Very difficult: 17.6%
- Somewhat difficult: 47.1%
- We do OK: 17.6%
- Not very difficult: 17.6%
They were also asked about the quality of the leads they generate and it was found that while some advisers are generating leads, lead quality is still mixed. As shown by the results below, 57.2% said the leads they generate are either quite good or very good, while 42.9% still rated lead quality as only OK or poor.
- Very poor: 0%
- Poor: 14.3%
- OK: 28.6%
- Quite good: 28.6%
- Very good: 28.6%
Terry Blackburn, founder of The Wealthy Advisers Club said: “It’s clear from our research that advisers across the market are still placing major importance on lead generation going into 2026, but many are finding it difficult or at best inconsistent, especially when it comes to generating quality enquiries.
“As someone who has built and sold two successful adviser firms, I know how important not only lead generation is, but how vital attracting the right type and quality of leads is to a business. It’s something we focus on a lot with members, including reducing the reliance on one or two lead sources, as it’s the holy grail, but possible.”
