Acquiring UK Families Who Manage Power of Attorney Through Ordli's Legaltech Platform
Ordli is a UK legaltech platform simplifying Lasting Power of Attorney management for family attorneys and deputies. With over 6 million LPAs registered in England and Wales and most families still managing duties through solicitors or spreadsheets, Ordli digitises the ongoing responsibilities. We run commission-free acquisition across search, paid social, and video with five-figure UK budgets and an hourly-refresh dashboard.
Digitising the Responsibilities That Six Million UK Power of Attorney Holders Manage on Paper
Ordli is a UK legaltech platform that digitises Lasting Power of Attorney management for family attorneys and deputies appointed under the Mental Capacity Act 2005. Over 6 million LPAs are registered in England and Wales across two types: Property and Financial Affairs, and Health and Welfare. When a family member is appointed as attorney, they inherit obligations including managing finances, filing reports to the Office of the Public Guardian, tracking expenditure, and making decisions that comply with the donor's wishes. Deputies appointed by the Court of Protection face even stricter oversight requirements.
Most families handle these duties through high-street solicitors charging £150 to £300 per hour, manual spreadsheets, or paper filing that creates compliance risk. Existing digital options are limited to the OPG's own registration portal, Kwil for LPA creation, and Co-op Legal Services for basic guidance, none of which focus on the ongoing management layer where families spend years navigating daily financial decisions. With the UK's over-65 population exceeding 12 million and projected to reach 17 million by 2040, demand for attorney and deputy tooling grows structurally. Ordli engaged us to acquire qualified UK leads across search, paid social, and video.
Meta and YouTube Targeting UK Adults Aged 40 to 65 Caring for Ageing Parents
We run Ordli's Meta campaigns targeting UK adults aged 40 to 65, the demographic most likely to be appointed as attorney for an ageing parent. Audience segmentation layers interest signals for elderly care, estate planning, NHS carer support, and dementia charities with exclusions for solicitor and legal professional job titles to prevent spend on industry rather than consumer traffic.
YouTube video campaigns run pre-roll against content about caring for ageing parents and managing family finances. Budget shifts weekly based on cost per consult booking from our hourly-refresh dashboard, concentrating spend on the audience and placement combinations that produce booked consultations.
Persona Ads Showing Overwhelmed Daughters Outperforming Generic Legaltech Messaging by 2.1x
Our creative lab ships 10 to 15 new variants monthly for Ordli across motion, UGC-style persona ads, and statics. The hook taxonomy maps to four triggers: overwhelm from managing a parent's finances, fear of wrong decisions under OPG scrutiny, frustration with solicitor fees of £150 to £300 per hour, and confusion about deputy reporting obligations to the Court of Protection.
Persona ads showing a daughter navigating her mother's bank statements outperform generic legaltech messaging by 2.1x on cost per consult booking. Winners scale within 48 hours while underperformers recycle into new format combinations on a fortnightly fatigue cycle.
An Hourly Dashboard That Separates Form Fills From Qualified Attorney and Deputy Leads
We built Ordli's measurement stack on an hourly-refresh dashboard tracking cost per click, cost per qualified lead, and cost per consult booking across search, Meta, and YouTube. Server-side events pass consult booking data through Meta's Conversions API and Google's enhanced conversions, teaching bid algorithms which keyword, audience, and creative combinations produce booked consultations rather than content browsers.
The dashboard separates form fills from qualified leads who match Ordli's criteria: UK-based, currently appointed as attorney or deputy, actively managing someone's affairs. This qualification layer prevents budget optimising toward low-intent enquiries that never convert to platform users.
Separating Management Intent From Creation Intent in 100,000 Monthly UK Searches
The core acquisition challenge is that most UK adults searching for Power of Attorney help want to create an LPA, not manage one. Search volume for 'power of attorney' exceeds 100,000 monthly UK searches, but the vast majority seek the OPG registration form or solicitor quotes. Ordli's customer already holds attorney or deputy status and struggles with ongoing management. Broad keyword targeting wastes budget on the wrong intent stage.
We structure Google Search campaigns around management-intent queries: 'managing power of attorney for parent', 'deputy annual report OPG', 'LPA financial management', and 'Court of Protection deputy responsibilities'. Exact and phrase match prevent spend leaking into creation-stage traffic. On Meta, we target UK adults aged 40 to 65 with interest signals combining elderly care, estate planning, and NHS carer support. Video campaigns on YouTube run pre-roll against content about caring for ageing parents and dementia support. Each channel passes consult booking events server-side via Conversions API and enhanced conversions, teaching bid algorithms which combinations produce qualified leads who book consultations rather than bouncing at the content layer.
Consult Bookings Up 19% as the Powers of Attorney Act 2023 Normalises Digital LPA Tooling
The engagement has produced more qualified leads, higher consult bookings, and a reduction in cost per lead. The consult booking improvement matters most because Ordli converts family attorneys and deputies into platform users during a guided onboarding call, not through self-serve signups. Every booking that fails to materialise is revenue that never enters the funnel.
We adapted acquisition for a product where the audience does not know the category exists. Most family attorneys have never searched for 'LPA management software' because they assume no such tool is available. We lead with the problem rather than the category: the stress of managing a parent's finances under OPG oversight, handling property decisions, and filing deputy reports. UGC-style persona ads featuring scenarios of overwhelmed adult children outperform feature-led creative on every metric. The Powers of Attorney Act 2023 enables fully digital LPAs, replacing the paper registration process and normalising digital tooling in a space that has been paper-dependent for decades. The OPG modernisation programme creates expectations that management should be digital too, expanding Ordli's addressable market as digital LPA registrations increase.
