From 5 leads a month to 130 in 90 days
How we took Checkmate Wealth from 5 to 130 qualified leads a month with a compliant, automation-driven lead engine.
Checkmate Wealth is a founder-led London wealth firm (since rebranded Keep Capital) that had built its client base the way most advisers do: through introducers and referrals. It worked, but it was slow, and it left the whole pipeline in someone else's hands.
The challenge
Alex, the firm's director, was generating around five enquiries a month, almost all of them himself. Most weren't qualified, and growth stalled whenever he was unavailable. He was spending about 70% of his week on content and chasing introductions to keep even that trickle going.
For a regulated firm, that's a real constraint. You can't scale on goodwill, you can't plan around a number you don't control, and you certainly can't grow a business that pauses every time the founder is in a meeting.
What we built
We replaced the introducer-dependent growth with a compliant, direct-to-client funnel: paid campaigns to reach the right prospects, and a dynamic lead-capture experience that does the qualifying before anyone books a call.
Rather than a static form, the lead capture meets the prospect where they are, asks the right questions, adapts to their answers, and generates a custom PDF report for them at the end. It feels personal instead of generic, and it filters for intent, so by the time a lead reaches Alex it's someone worth speaking to. Everything was built to sit inside financial services compliance and is owned by the firm, so it runs whether Alex is posting that week or not.
The results
The first 42 days delivered £240k+ in qualified pipeline, from 97 leads and 26 qualified calls booked, at a cost per lead of £5.25 and a 13% conversion rate against an industry average of around 2%. All of it with minimal founder involvement.
By 90 days the system had generated more than 130 qualified leads, up from about five a month, and handed Alex roughly 86% of the founder time he used to lose to content and chasing introductions. Before, growth stalled the moment he stepped away. After, qualified leads flow in automatically and the pipeline no longer depends on his diary.
“I was running about like a headless chicken trying to get introducers to get me clients… My experience beforehand was, don't need paid ads, but my experience now is I'll never go back to not having them.”
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We moved them off a referral-only pipeline and built a compliant, direct-to-client funnel: paid campaigns to reach the right prospects, plus a dynamic lead-capture experience that qualified people before they booked a call. The first 42 days produced 97 leads and £240k+ in qualified pipeline at £5.25 per lead; by 90 days it had generated more than 130 qualified leads, up from about five a month.
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