PI LIVE London 2025: Why Pay-Per-Lead Is the Next Big Thing in UK Affiliate Marketing

While at PI Live in London, we observed one thing: affiliate marketing is changing, and as the industry matures, it is becoming clear that models built around real outcomes and real intent win more than any other revenue-generating method.

At PI Live, Phonexa CSO Oliver Koukoulis-Fribbens sat down with Alvise Perissinotto, Managing Director of financeAds, for a fireside chat on why pay-per-lead is quickly gaining ground over traditional CPA and revenue share models, especially in highly regulated and performance-focused verticals like finance.

The conversation was practical and honest. It focused on control, transparency, and how both advertisers and publishers are rethinking what value really looks like in modern affiliate marketing.

The Problem with Traditional Affiliate Models

For a long time, UK affiliate marketing has relied on CPA and revenue share. These models can work at scale, but many of their limitations are becoming harder to ignore.

• Advertisers often struggle to understand why conversions do not happen
• Publishers wait weeks or even months for validation and payment
• Lead quality discussions become subjective and difficult to resolve
• Optimization happens slowly, with limited feedback

As Alvise explained during the session, the market has reached a point where everyone wants more clarity. Not just on final outcomes, but on intent, quality, and performance much earlier in the funnel. This is where pay-per-lead starts to change the dynamic.

Why Pay-Per-Lead Is Gaining Momentum in the UK

Pay-per-lead shifts the focus away from delayed results and towards verified intent. Instead of paying only when a conversion happens further down the line, advertisers pay for leads that meet clear and agreed criteria.

In the UK, this model is gaining traction for three main reasons.

1. Regulation Demands Transparency

Financial services advertisers operate under strict regulatory requirements. They need to show:

• Where leads come from
• How they were generated
• That consent and intent were genuine

Pay-per-lead allows for much deeper validation. From location and timing to service intent and lead source, advertisers gain confidence and a clearer audit trail.

2. Publishers Need Faster & More Predictable Revenue

With media costs rising across search, social, and native channels, long validation cycles are no longer sustainable for many publishers.

Pay-Per-Lead offers:

• Faster access to revenue
• More predictable cash flow
• The ability to scale traffic without waiting weeks for approval

This changes how publishers plan, optimize, and invest in growth.

3. Performance Is About Optimization, Not Guesswork

Modern pay-per-lead models are built around real-time decision-making.

• Ping post bidding across multiple buyers
• Routing based on price, availability, and lead quality
• Ongoing feedback that helps improve yield per lead

The most successful operators treat leads like a performance asset. They test them, price them, and optimize them continuously.

Why Finance Leads Are a Natural Fit for Pay-Per-Lead

Finance is particularly well-suited to pay-per-lead models.

• Intent can be clearly defined, such as loan type, credit profile, or location
• Lead value changes based on context and timing
• Buyers want both volume and precision

During the fireside chat, Alvise shared how financeAds sees stronger advertiser confidence and better alignment with publishers when Pay-Per-Lead is set up with:

• Clear qualification rules
• Strong validation and deduplication
• Transparent reporting on both sides

The outcome is less friction, fewer disputes, and stronger long-term value across the ecosystem.

The Technology Layer Matters

One point came through clearly during the conversation. Pay-per-lead only works when the technology behind it is solid.

Today, pay-per-lead is about much more than collecting leads. It relies on:

• Real-time ping post auctions
• Smart data capture through forms, IVR, or conversational flows
• Automated quality and compliance checks
• Reporting that feeds back into traffic and media buying decisions

Without the right infrastructure, pay-per-lead is difficult to scale. With it, it becomes one of the most effective performance models in affiliate marketing.

What PI Live Attendees Can Expect

This fireside chat offered a clear view of where UK affiliate marketing is heading. Watchers will come away with insight into:

• Why pay-per-lead adoption is accelerating
• How finance advertisers think about lead pricing
• What publishers need in order to succeed with pay-per-lead
• How technology is reshaping performance partnerships

As the UK market continues to evolve, pay-per-lead is becoming the go-to model for serious performance marketers.

Watch the Fireside Chat with Phonexa and financeAds

If you are building, buying, or monetizing performance traffic in the UK, this is a conversation worth watching.