Reference
UK finance and marketing glossary
Plain-English definitions of the UK finance, compliance and lead generation terms used across Finance Leads.
Leads sourced through our multi-channel B2B marketing engine
Google Ads
Meta Ads
LinkedIn Ads
Microsoft/Bing Ads
TikTok Ads
YouTube Ads
X Ads
SEO
Email marketing
SMS marketing
Partner referrals
Google Ads
Meta Ads
LinkedIn Ads
Microsoft/Bing Ads
TikTok Ads
YouTube Ads
X Ads
SEO
Email marketing
SMS marketing
Partner referrals
A
- Attribution
- How we work out which marketing channel (email, Google Ads, LinkedIn, etc.) produced a given enquiry.
B
- Broker
- A commercial finance broker who sources funding for UK businesses. Brokers are the only customer we sell leads to.
C
- Companies House
- The UK register of companies. We use it to confirm a business exists, is active and matches the details on an enquiry.
- Consent
- Permission given by an enquirer for us to collect their details and pass them to a broker for a finance quote.
- Conversion
- When a visitor to a landing page completes an enquiry form and becomes a lead.
- Credit-box Fit
- How well a lead matches a broker or lender's lending criteria (turnover, trading time, sector, loan size, etc.).
- CRM
- Customer Relationship Management system. The tool a broker uses to track leads and clients.
- CTPS
- Corporate Telephone Preference Service. The UK's do-not-call register for business phone numbers. We screen against it before any phone outreach.
D
- Data Controller
- Under UK GDPR, the party that decides why and how personal data is processed. We are the controller for enquiries we generate.
- Data Processor
- A party that processes personal data on behalf of a controller (for example, an email delivery provider).
- Data Verification
- Automated checks we run on every enquiry to confirm details like company number, email and phone are valid.
- DPA (Data Processing Agreement)
- The contract that sets out how personal data is handled between a controller and a processor.
E
- Email Marketing
- Reaching business decision-makers through opted-in email campaigns to generate finance enquiries.
- Enquiry
- A completed form from a UK business asking about finance. Once verified, an enquiry becomes a lead.
F
- FCA
- Financial Conduct Authority. The UK regulator for financial services. Brokers we work with are FCA-authorised where required.
G
- GDPR (UK)
- The UK's data protection law. Governs how personal data must be collected, stored and shared.
- Google Ads
- Paid search and display advertising on Google, used to attract businesses actively looking for finance.
- Growth Lead
- Our mid-tier lead package: shared with a small number of brokers for a balance of value and exclusivity.
I
- ICO
- Information Commissioner's Office. The UK's data protection regulator. We are ICO-registered.
L
- Landing Page
- A dedicated web page an enquirer arrives on from an ad or email, designed to convert them into a lead.
- Lead
- A verified enquiry from a UK business that has asked to be contacted about finance.
- Legitimate Interest
- A lawful basis under UK GDPR for processing personal data where there is a genuine business need and the person's rights are respected.
- LinkedIn Ads
- Paid campaigns on LinkedIn targeting business owners, directors and finance decision-makers.
P
- PECR
- Privacy and Electronic Communications Regulations. UK rules covering marketing by email, phone and SMS. Sits alongside UK GDPR.
- Priority Lead
- Our top-tier lead package: delivered to a single broker on an exclusive basis.
R
- Real-time Delivery
- Leads are sent to the broker the moment they pass verification, not batched overnight.
- Replacement Guarantee
- If a delivered lead fails our stated quality criteria, we replace it at no extra cost.
S
- Shared Lead
- Our entry-level package: the same lead is delivered to a small, capped group of brokers.
- Suppression List
- A list of email addresses and phone numbers we must never contact again (unsubscribes, complaints, DNC entries).
T
- TPS
- Telephone Preference Service. The UK's do-not-call register for personal phone numbers.
U
- Unsubscribe
- The mechanism that lets an enquirer opt out of further marketing. Required by PECR and UK GDPR.
V
- Verified Lead
- An enquiry that has passed our automated verification stack: company checks, contact validation and consent evidence.
W
- Waiting List
- Broker demand outstrips lead supply, so new brokers join a waiting list and are onboarded when capacity opens.