What Critical Illness Leads Typically Cost

Critical Illness Leads pricing in the UK generally falls between £12-£25 per lead. The range depends on several factors including exclusivity, qualification depth, geographic targeting, and the provider you choose. At the lower end, you'll typically get basic enquiry details. At the higher end, leads include detailed qualifying information and SMS verification.

At Lurvo Digital, all our critical illness leads are 100% exclusive — you're the only adviser receiving each enquiry. This is reflected in the pricing but produces significantly better conversion rates than shared leads, where the same consumer is sold to multiple advisers simultaneously.

What Affects the Price

Exclusivity is the single biggest factor. Exclusive leads cost more but convert at 2-3x the rate of shared leads. We believe exclusive is the only way to deliver a good experience for both the adviser and the consumer.

Verification level also impacts pricing. SMS-verified leads — where the consumer confirms their phone number before delivery — cost more to generate but have significantly higher contact rates. All our leads include SMS verification as standard.

Geographic targeting affects costs too. Leads targeted to specific postcodes or smaller areas cost more because the audience is smaller, requiring more advertising spend per lead.

Volume can reduce your per-lead cost. Brokers taking higher volumes typically receive better pricing. We offer volume discounts for advisers taking 50+ leads per week.

Is the Cost Worth It?

The question isn't whether leads cost money — it's whether they're profitable. Work backwards from your average revenue per completed case:

  • If you earn £500-£1,000 per completed case in fees and commission
  • And you convert 10-15% of leads into completed cases
  • Then each completed case costs you 7-10x the lead price

For most advisers, the maths works comfortably. A £20 lead that converts at 10% means £200 in lead costs per client — well within profitable territory against average case values. For a detailed calculation using your own numbers, try our Lead ROI Calculator.

Getting Started

We offer no contracts and no minimum commitments. Start with a small test of 10-20 leads, measure your contact and conversion rates, and scale based on results. Get in touch to discuss pricing for your specific requirements, or visit our pricing page for a full breakdown across all lead types.