With a 73% initial contact rate from Unbiased leads, they attribute their success to the quality of leads being generated and their market-leading cadence and lead management process. Established in 2008 with a mission to overcome the increasingly impersonal ‘mass market’ advice on offer, TPO provides a personal and tailored wealth management service to those in search of stability and guidance.

With over 200 colleagues, 51 advisers, and assets under management (AUM) of £2 billion, TPO has achieved great success, with Unbiased playing an important role.   

TPO previously relied on traditional adviser-led channels or professional introducers to get leads. It was Unbiased’s marketing-led approach that initially convinced them to test the platform.  

Although initially launching with a single location, they tripled this within four months to support their three core office locations in Leeds, London, and Bath.  

Since then, TPO has scaled its use of Unbiased at pace while also becoming fundamental to the development and launch of new features and programs on the Unbiased platform.  

A gold standard approach to lead management.
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TPO’s unique approach to lead management sees their central accept team review, accept, and contact each individual lead.  

This meticulous method allows the team to take the time to understand every lead’s personal requirement before allocating them to the adviser most suited to their needs.  

Measuring success on the first adviser meeting booked, TPO has a 73% contact rate from Unbiased leads, with up to 45% converting to a meeting with an adviser.

TPO attributes its successful contact strategy to its ability to get in front of the client as quickly as possible.  

As a rule, the team never lets a lead sit for more than a couple of hours. In fact, they attempt to make the first contact within an hour of accepting the lead, with many being contacted within the first 15 minutes.

If they can’t get through, they leave a voicemail where possible and follow up by email.  

The TPO team then continues this cadence of calls and emails a further two to three times over the following days.  

If they are unsuccessful after this, the strategy then flips to lead nurture via an automated campaign with emails on days 14, 28, and 42.  

Sharing their success with other advisers, TPO recommends to:

• Contact new leads within an hour (ideally half hour) of accepting; this significantly increases the chance of engaging the enquiry.

• Persist with multiple contact attempts in the first five days; using a mix of channels will improve the likelihood of a response.

• Integrate your customer relationship management (CRM) system, or else use the free Unbiased tools and calendar integrations to streamline the process; this helps make scheduling a meeting efficient and error-free.

• Automate nurturing journeys for those that don't convert initially to ensure no enquiry is wasted; this keeps potential clients engaged over time and recognises that life sometimes just gets in the way and priorities can change.