Institutional & Wholesale
Top-of-Funnel Infrastructure For Financial Services

Why and How We Segment Leads by Intent

Financial services is not a buy-now industry.

Across more than 30,000 completed financial plans, the pattern is consistent: fewer than 5% of consumers are actively seeking an advisor at any given time. Most are exploring ideas, assessing progress, or gathering information.

Advisors prefer high-intent conversations. Consumers prefer to build trust first. This gap distorts traditional lead models.

Anasova segments demand into three tiers:

• Sales Qualified — actively seeking an advisor (3–7% of traffic)

• Marketing Qualified — open to conversation (20 - 30% of traffic)

• Digital Qualified — permission to engage via email (60 - 75% of traffic)

Each tier reflects a different stage of trust and intent. The right mix depends on your strategy, budget, and timeline.

How we segment by intent

Sales Qualified Leads (SQL)

We ask a direct question: Are you working with a financial advisor?

Response options:

• Yes - and I'm satisfied

• No - and I don't plan to

• I'm looking for an advisor

Only a small minority select “I’m looking for an advisor.” Historically, fewer than 5% do. These prospects are actively seeking a change. We classify them as Sales Qualified.

Marketing Qualified Leads (MQL)

MQLs have opted in to allow a financial advisor to review their financial plan.

They may be DIY or currently working with an advisor. They are open to a conversation, but not necessarily seeking an immediate change. These leads reflect interest without urgency.

Digital Qualified Leads (DQL)

DQLs provide a verified email address and complete a financial planning experience that matches your target criteria.

They have not opted in to phone contact and are not expecting one. Engagement occurs through email — content, insights, and long-term relationship building. These leads convert over time.

Read the white paper:

Yes.

Sales Qualified and Marketing Qualified leads are available through our distribution partners. Digital Qualified leads are available directly in our marketplace.

Exclusive Sales Qualified (SQL): Typical range: $250–$1,500 per lead, depending on targeting and investable asset thresholds. Illustrative example: 1,000 Sales Qualified leads ≈ $250,000–$1.5 million.

Exclusive Marketing Qualified Leads (MQLs): Typical range: $50–$300 per lead, depending on targeting and investable asset thresholds. Illustrative example: 1,000 Marketing Qualified leads ≈ $50,000–$300,000.

Digital Qualified Leads (DQLs): Typical range: $5–$20 per lead, depending on targeting and investable asset thresholds. Illustrative example: 1,000 Digital Qualified leads ≈ $5,000–$20,000.

Prefer blended allocation?

Dedicated vertical slices start at $50,000 per month.

A typical mix may include:

• 40 Sales Qualified

• 260 Marketing Qualified

• 700 Digital Qualified

Yes—our ecosystem offers a full suite of tools designed to help advisors grow. Whether you want to do it yourself, use AI, or get hands-on support, we’ve built the infrastructure to meet you where you are.

Advisor GrowthGPT

Advisor Growth GPT is your personal growth strategist—an AI-powered assistant trained to understand the economics of lead generation, nurturing, and conversion for financial professionals. It can:

Growth Strategy

• Diagnose what’s missing in your current funnel

• Budget allocation across SQL, MQL, and other channels

• Help you sort, segment, and group leads based on behavioral or demographic criteria

• Compare ROI across lead types and campaign structures

• Build filters for MQL targeting

• Recommend bidding strategies and set lead values by audience

Marketing Strategy & Operations

• Design email nurture sequences for a single lead or an entire audience

• Create drip campaigns, newsletters, and outreach flows

• Automate follow-ups, introductions, and thank-you cycles

• Write scripts, headlines, CTAs, and content for campaigns

• Offer pre-built marketing ideas tailored to different types of advisors

• Suggest ways to repurpose content across channels (email, social, events)

Whether you’re launching a new campaign or refining a mature system, FinHive delivers on-demand, custom-tailored growth strategy and content—instantly.

ROffice: Fractional Business Development Support

When you want real people to execute the work, ROffice is your answer. Their team becomes an extension of your practice and can:

• Build your MQL pipeline using our filters and data tools: bidding strategy and optimization

• Review your current funnel and make optimization recommendations

• Build nurture campaigns and manage automation platforms

• Design, launch, and monitor email sequences

• Write content, analyze results, and refine touchpoints

• Provide live onboarding support and funnel performance reviews

Think of ROffice as a fractional CMO and growth team—without the overhead.

ROI Calculator

You can’t manage what you don’t measure. Our ROI calculator helps you estimate cost and value per lead and per conversion. Use it to set goals, track outcomes, and justify investment decisions with confidence. Try it here.

Business & Marketing Plan Generator

Need a clear, actionable roadmap? Our planner can help you:

• Set goals

• Visualize your required funnel

• Define lead types

• Identify gaps and execution resources

• Give content ideas and inspiration

Whether you’re a solo advisor or leading a firm, this tool gives you a structured framework to align your team and focus your efforts. Build your plan here.

Together, Advisor GrowthGPT, ROffice, the ROI calculator, and our business planner form a complete growth operating system. Use them independently or together—designed to turn qualified prospects into loyal clients, over time.

Here is a sample of what the consumer receives.

You get a copy of each plan. Data from the plan can be mapped to your CRM to facilitate data-driven campaigns.