Air, the later life lending platform, has announced a strategic partnership with lead generation specialists Lead Tech, in a move aimed at accelerating growth in the expanding later life lending market.

The collaboration gives Air’s network of more than 10,000 advisers access to Lead Tech’s triaged and qualified customer enquiries, along with an appointment booking service. Lead Tech, which was the first lead generation firm to be authorised by the Financial Conduct Authority, has over 17 years of experience in the financial services space and delivers upwards of 10,000 new enquiries a month.

Under the terms of the partnership, Air members who purchase at least 10 leads for customers aged 55 and over will receive up to three months of free appointment setting. All leads will be screened for loan-to-value, customer age and property value, with appointments booked directly where appropriate.

Leads generated by Lead Tech are supported by in-house digital marketing and data science capabilities and deliver enquiry-to-appointment conversion rates of between 30% and 40%. The partnership is intended to streamline the engagement process for advisers and offer a cost-effective way to build their client base.

Will Hale, chief executive of Air, said: “We know that consistent access to high-quality customer enquiries and the time needed to follow them up remains one of the biggest challenges for members. Our partnership with Lead Tech helps to address both of those issues enabling advisers to unlock their potential and tap into the rapidly growing later life lending market.

“The partnership has been designed to support members at every stage of their growth. By combining high-quality lead generation with appointment setting, this collaboration helps drive greater consumer engagement, streamline workflows, and ultimately deliver better outcomes across the later life lending market.”

Andy Longhurst, commercial director at Lead Tech, added: “We look forward to working with Air members and helping them to more efficiently build and develop their customer base in an important market where adviser expertise is crucial to good customer outcomes.”