Revenue potential metrics help you understand the financial opportunity in your lead pipeline. By quantifying the estimated lifetime value of each lead, these metrics enable you to prioritize high-value prospects and measure the total opportunity you're working with.
Key Revenue Metrics
Total Projected Client Revenue
What it measures: The sum of all Projected Client Revenue across leads in your selected time period or filter set
Displayed as: Currency with millions/billions notation (e.g., "$12.4M")
What it represents:
The total estimated lifetime advisory revenue if ALL current leads converted to clients
Aggregate financial opportunity in your pipeline
Pipeline value for business planning
Why it matters:
Shows total addressable opportunity
Helps justify marketing and sales investments
Indicates business growth potential
Useful for capacity planning
Good trend: Increasing over time
How to improve:
Add more leads to your database
Target higher-net-worth prospects
Focus on younger prospects (longer lifetime value)
Improve lead quality to attract wealthier individuals
Average Revenue Per Lead
What it measures: Mean Projected Client Revenue across all leads
Displayed as: Currency (e.g., "$42,350")
How it's calculated:
Total Projected Revenue / Number of Leads = Average Revenue Per Lead
What it represents:
Typical financial value of a single lead
Quality indicator for your lead sources
Benchmark for lead generation ROI
Why it matters:
Higher average = attracting wealthier prospects
Helps calculate customer acquisition cost (CAC) thresholds
Informs marketing budget decisions
Indicates whether targeting is working
Good benchmark: Varies by business model, but $30K-$100K+ is common for advisory firms
How to improve:
Target higher wealth segments
Focus on younger high-earners (longer client lifetime)
Improve lead source quality
Qualify leads before adding to database
High-Value Lead Count
What it measures: Number of leads above a specific Projected Client Revenue threshold (e.g., $100K+, $500K+, $1M+)
Displayed as: Whole number (e.g., "47 leads with $500K+ revenue potential")
Common thresholds:
$50K+: Solid prospects
$100K+: High-value prospects
$250K+: Very high-value prospects
$500K+: Ultra high-value prospects
$1M+: Exceptional prospects
Why it matters:
Identifies your most financially important opportunities
Helps prioritize advisor time and resources
Shows concentration of value in your pipeline
Indicates success of high-net-worth targeting
Strategic use:
Assign top advisors to $500K+ leads
Create VIP campaigns for $250K+ leads
Measure growth in high-value segment
Revenue Distribution
What it measures: How leads are distributed across different revenue ranges
Displayed as: Bar chart or table showing count in each range
Example ranges:
$0-$25K: 300 leads (30%)
$25K-$50K: 250 leads (25%)
$50K-$100K: 200 leads (20%)
$100K-$250K: 150 leads (15%)
$250K-$500K: 75 leads (7.5%)
$500K+: 25 leads (2.5%)
Ideal distribution:
Healthy representation in higher ranges
Not too bottom-heavy (all in lowest range)
Some leads in ultra-high ranges
Use for:
Understanding pipeline composition
Segmenting campaigns by value
Capacity planning (# of advisors needed)
Goal setting by revenue tier
Revenue Per Lead by Wealth Segment
What it measures: Average revenue broken down by wealth categories
Example:
Ultra High Net Worth: $850K avg
High Net Worth: $275K avg
Affluent: $125K avg
Mass Affluent: $65K avg
Middle Market: $30K avg
Mass Market: $15K avg
Why it matters:
Validates wealth segmentation accuracy
Helps target most valuable segments
Informs service model design
Guides pricing and packaging decisions
Understanding Projected Client Revenue
What is Projected Client Revenue?
Projected Client Revenue is an estimate of the total RIA advisory fees you would earn over a client's lifetime if a lead becomes a client.
It is NOT:
The lead's net worth
Their liquid investable assets
Guaranteed revenue
A commitment or promise
It IS:
A directional estimate for prioritization
Based on multiple assumptions and projections
Useful for relative comparison
One factor in lead evaluation
How It's Calculated
Projected Client Revenue is estimated using:
1. Starting Point
Estimated current investable assets (from enrichment data)
Estimated income (from enrichment data)
Age and life stage
2. Lifetime Projection
Projects from current age to life expectancy (max age 88)
Calculates year-by-year
3. Annual Growth Assumptions
Estimated annual savings (based on income and savings rate)
Portfolio growth (7.5% equity, 3.75% fixed income average returns)
Asset allocation shifts (more conservative with age)
Withdrawals (after retirement)
4. Fee Calculation
Applies assumed advisor fee schedule to projected AUM each year
Sums fees across all years for lifetime total
5. Key Assumptions
Static advisor fee schedule
No income after retirement
Default savings rates (based on historical data)
Hypothetical portfolio returns
No tax impact
No major windfalls or losses
Important Disclaimers
This metric is directional:
Meant to help prioritize, not predict exact revenue
Many assumptions and variables involved
Individual circumstances will vary greatly
Real relationships matter more:
Personal rapport can overcome lower projections
Warm referrals may be more valuable than high projections
Trust and fit are critical factors
Use for relative comparison:
"Lead A has 2x the potential of Lead B"
Not: "Lead A will definitely generate $500K"
Using Revenue Metrics Strategically
Strategy 1: Value-Based Prioritization
Tier 1: Ultra High-Value ($500K+)
Total leads: 25
Total potential: $15M
Strategy: White-glove, personalized outreach
Assigned to: Top advisor, executive sponsor
Touch frequency: Weekly
Resources: Premium materials, events, gifts
Tier 2: High-Value ($100K-$499K)
Total leads: 150
Total potential: $25M
Strategy: Personalized but scalable
Assigned to: Senior advisors
Touch frequency: Bi-weekly
Resources: Quality materials, webinars
Tier 3: Moderate Value ($50K-$99K)
Total leads: 200
Total potential: $14M
Strategy: Semi-personalized campaigns
Assigned to: Associate advisors
Touch frequency: Monthly
Resources: Standard materials, group events
Tier 4: Lower Value ($0-$49K)
Total leads: 300
Total potential: $9M
Strategy: Automated nurture
Assigned to: Marketing automation
Touch frequency: Quarterly
Resources: Automated content
Strategy 2: Capacity Planning
Question: How many advisors do we need?
Analysis:
Total pipeline: $63M projected revenue
Assume 5% conversion rate: $3.15M in potential new revenue
Average advisor capacity: $500K new revenue/year
Calculation: $3.15M / $500K = ~6 advisors needed
Use revenue metrics to:
Justify hiring decisions
Allocate leads to advisors
Set team revenue targets
Plan for growth
Strategy 3: Marketing ROI Calculation
Scenario: Should we spend $50K on a marketing campaign?
Analysis:
Campaign expected to generate 500 leads
Estimated average revenue per lead: $60K (based on target audience)
Total potential: 500 × $60K = $30M
Assume 5% conversion: $1.5M in new revenue
ROI: ($1.5M - $50K) / $50K = 2,900% (amazing!)
Use revenue metrics to:
Set marketing budgets
Evaluate channel ROI
Justify campaign investments
Compare lead source value
Strategy 4: Goal Setting
Annual revenue goal: Add $2M in new client revenue
Working backwards:
Needed: $2M in new revenue
Conversion rate: 5%
Required pipeline: $2M / 5% = $40M projected revenue
Avg revenue per lead: $60K
Leads needed: $40M / $60K = ~667 leads
Track progress:
Monitor total projected revenue growth
Measure pace toward $40M pipeline target
Adjust lead generation as needed
Combining Revenue Metrics with Other Filters
Example 1: High-Value Pre-Retirees
Filters:
Projected Revenue: $250K+
Event Topic: 1-2 Years from Retirement
Catchlight Score: 75+
Result: Your highest-priority retirement planning opportunities
Action: Create exclusive pre-retirement planning campaign
Example 2: Emerging Wealth (Long-Term Value)
Filters:
Age Range: 31-40
Characteristics: HENRY (High Earner, Not Rich Yet), Highly Educated
Projected Revenue: $100K+
Result: Young professionals with long-term high value
Action: Multi-year relationship-building strategy
Example 3: Revenue Concentration Analysis
Question: What percentage of our pipeline value comes from top 10% of leads?
Analysis:
Sort leads by Projected Revenue (high to low)
Calculate cumulative revenue for top 10%
Compare to total
Common finding: Top 10% of leads = 50-70% of total revenue potential
Implication: Protect and prioritize these relationships
Revenue Metrics Best Practices
Do:
Use for relative prioritization
Compare Lead A vs Lead B
Decide which segments to target
Allocate advisor time and resources
Combine with quality metrics
High revenue + high score = top priority
High revenue + low score = needs more analysis
Low revenue + high score = may still be worthwhile
Track trends over time
Is average revenue per lead increasing?
Is high-value lead count growing?
Are we attracting wealthier prospects?
Consider lifetime, not just current assets
Young high-earners have huge potential
Don't dismiss based on current net worth alone
Verify assumptions directly with prospects
Use projections to inform, not dictate
Confirm financial situation in discovery
Don't:
Don't treat as guaranteed revenue
It's an estimate, not a commitment
Many assumptions may not hold
Don't ignore low-revenue leads completely
Referrals and relationships matter
Some may have upside not captured in data
Don't share specific projections with prospects
Can come across as presumptuous
Privacy and compliance concerns
Don't forget conversion probability
$1M projected × 5% chance = $50K expected value
Context matters
Don't use as only criterion
Relationship fit is critical
Service capacity limits matter
Advisor expertise match matters
Revenue Metrics Red Flags
🚩 Average revenue per lead declining
Attracting lower-wealth prospects
Need to adjust targeting upward
🚩 Very few high-value leads (top tier)
Missing high-net-worth prospects
Targeting too broad or too low
🚩 Total revenue flat despite adding leads
Adding quantity, not quality
Lead sources bringing lower-value prospects
🚩 Revenue distribution heavily bottom-weighted
Most leads in lowest revenue ranges
May need service model for lower tiers
Consider minimum thresholds
Next Steps
Explore related topics:
Wealth Segment Analysis - Understanding asset-based segmentation
Prioritizing Leads - Combining revenue with other factors
Revenue Distribution Chart - Visual analysis of pipeline value
Projected Client Revenue (Data Dictionary) - Detailed methodology
Key Insight: The 80/20 rule often applies—focus 80% of your effort on the top 20% of leads by projected revenue, combined with high Catchlight Scores, for maximum impact.