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My Later Life is a UK-based equity release specialist helping homeowners unlock the value of their property safely and responsibly. With a focus on transparency, FCA compliance, and personalised guidance, they support clients through every step of the process - from initial enquiry to tailored financial advice.
Reduction in cost per lead
Increase in lead volume
A/B tested campaigns
My Later Life wanted to generate high-quality, high-intent enquiries at a sustainable cost while maintaining strict qualification standards.
Before we began, cost per qualified lead was higher than ideal, campaign segmentation was limited, and creative performance varied heavily. They needed a clearer structure, more testing, and a funnel designed specifically around older homeowners - a demographic that requires trust, clarity, and reassurance.
This allowed us to match creative and messaging directly to user motivations.
We ran a dual approach to Meta ads allowing the client to scale quickly while maintaining lead quality.
A/B testing became ongoing: different hooks, imagery, video styles, trust signals, and CTA frameworks were tested continuously. Combined with funnel optimisations and improved qualification flows, every stage of the customer journey became more efficient.
The result was a performance engine capable of generating compliant, qualified leads at a significantly lower cost.
My Later Life now benefits from a good flow of enquiries, reduced CPL, and a much clearer understanding of what messaging converts. Campaigns perform more efficiently, leads are more qualified, and the funnel is controlled and scalable.
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