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If you want more customers without big retainers, outcome pricing can look attractive. FatRank is a UK based lead generation agency that offers exclusive, real time enquiries with pay per lead and pay on conversion options. This review explains how the model works, who it suits, the limits to watch, and how it stacks up against alternatives. We also compare FatRank with B2B-Ai for complex B2B sales. By the end, you will know if FatRank belongs in your plan.
What is FatRank
FatRank is a lead generation agency focused on the UK market. The company was founded by James Dooley and lists a UK address in Leigh, WN7. They position themselves as an award winning UK lead generation company for trades and local professional services. Their pitch is simple, deliver exclusive, real time leads and charge only when value is created. They work across more than fifty business niches, with visible focus on builders, roofers, plumbers, mortgage advisers, and financial services.
The offer blends SEO, PPC, and owned web assets. In many niches they build and rank websites, sometimes called rank and rent assets, that capture in market demand. Enquiries are routed to a single buyer rather than shared. That can cut price wars and lift close rates. It also helps with speed to contact, since you are not racing five other firms to the phone.
How the pay on conversion model works
FatRank runs two pricing paths. In pay per lead, you buy qualified enquiries at an agreed price. In pay on conversion, you pay a commission or revenue share only when a job is won or a customer signs. Both paths aim to reduce risk compared to open ended PPC spending or large agency retainers.
The flow looks like this. An in market buyer searches online. FatRank content or ads capture the enquiry. The lead is screened, then sent to you in real time. If you run pay per lead, you pay on delivery. If you run pay on conversion, you pay after the work is won. The company says it provides exclusive leads and uses selective onboarding to protect results. That means not every applicant is accepted. They look for strong brands, wide coverage areas, and the ability to convert at speed.
There is also a trust based revenue share option for some clients. In this setup, not every micro conversion is tracked in a CRM. The model leans on relationship trust and periodic reconciliations. It can move fast and cut admin, but it needs clear rules and good faith on both sides.
Who FatRank is best for
FatRank makes the most sense for firms that want volume of inbound calls or forms and can convert quickly. UK trades and local services fit this pattern. So do mortgage advisers and some financial services. If you have a recognisable brand, cover a large part of the UK, and answer leads right away, the math can work.
- You prefer operating expense tied to outcomes, not large fixed retainers.
- You value exclusive leads that do not get shared with competitors.
- Your sales cycle is short, often same day to a few weeks.
- Your team has the discipline to respond within minutes.
This profile lines up with many of the company’s public case notes and service pages. It also matches what buyers say in recent reviews, where quality and outcome pricing get praise. For teams that also run outbound, pair this with LinkedIn outreach services to surround demand.
When FatRank is not a fit
Some businesses need a different motion. If you sell into complex B2B, have multiple stakeholders, and face long cycles, a pure lead buy can fall short. These deals need account selection, intent signals, and outreach sequences. You also may need strict attribution, granular reporting, and legal controls across regions. In that case, consider an approach built for ABM, start with B2B email marketing for ABM and add AI powered LinkedIn outreach.
If you run outbound email, align with privacy rules. Review ICO guidance on marketing and PECR and the UK GDPR overview before launch.
Results and reputation
Public review volume is still small, so treat it as a signal, not proof. As of August 12, 2025, Trustpilot shows a 4.1 out of 5 rating from 13 reviews. Many note high quality leads and fairness in the pay on results model. One reviewer flagged friction with a contact form, which the company addressed by explaining an anti spam step. The pattern looks positive, yet the sample size is thin. Bring this up in due diligence and ask for sector specific references you can call. For comparison of outcomes driven work in B2B, see the CWG case study and the Tempo Audits case study.
The website highlights claims of exclusive, real time leads, risk free payment, and an ROI guarantee. They also say they only onboard clients they believe can convert at a strong rate. This selectivity protects their model, but it also means some companies will not qualify. Expect an application process and, in some cases, a waitlist.
Pros and cons at a glance
Here is a clear view of strengths and limits to guide a fast call.
Pros
- Pay on conversion option reduces upfront risk and aligns cost with outcomes.
- Exclusive lead routing lowers bidding wars and can lift close rates.
- Strong coverage in UK trades and local pro services, with repeatable playbooks.
- Recent public reviews trend positive on lead quality and fairness.
Cons
- Selective onboarding and a UK focus mean not every firm can join, or scale fast.
- Public review base is small, so insist on references and sample data.
- Trust based revenue share needs clear conversion auditing in the contract.
- Less suited to long cycle, multi stakeholder B2B, where account strategy matters more than raw enquiries.
FatRank vs alternatives
Many owners compare FatRank with directories like Checkatrade or TrustATrader. Those platforms focus on reputation, listings, and reviews. They can lift visibility, but they usually share leads or leave you to compete in the open directory. Pricing is not tied to a won job. With FatRank, pricing can tie to a conversion event, and leads are exclusive by design.
Others consider a standard SEO or PPC retainer. Retainers can work, and many brands need them for long term growth. Yet they ask for patience and trust as rankings build. A performance model can move faster when you need jobs this month. The trade off, you get less control over assets and the focus is lead volume, not full brand building. If you need to bolster outbound while SEO ramps, review top LinkedIn outreach tools and add a simple cold email template to your playbook.
FatRank vs B2B-Ai, which builds more pipeline value
B2B-Ai is not a directory and not a lead seller. It is an account based marketing system that layers data, buying signals, and multi channel outreach. It suits complex B2B sales where you target a named list and guide contacts from reply to meeting to opportunity. The stack includes LinkedIn workflows, trigger based cold email that follows ABM by email, and automation in n8n. Reporting covers replies, meetings, and pipeline value, which helps CFO review and planning. For a deeper walkthrough, read AI powered LinkedIn outreach, how to scale.
Pick the model that matches your deal shape. If your work closes fast and you compete in local search, FatRank can be the fastest route to more enquiries. If your sales cycle is long and your value per deal is high, B2B-Ai will likely build stronger pipeline per pound over time. Many firms use both, FatRank to feed crews now, B2B-Ai to win larger accounts in the next two to four quarters.
Outcome priced inbound vs intent led ABMCriteriaFatRank, lead generation agencyB2B-Ai, ABM and automationPrimary motionInbound demand capture and exclusive leadsAccount selection, intent layering, outreachPricing logicPay per lead or pay on conversionService plus platform, priced by scopeBest forUK trades and local servicesComplex B2B with long cyclesSales cycle fitShort, minutes to weeksLong, months to quartersAttribution depthLight in revenue share, stronger in pay per leadFull funnel reporting across stages
Pricing, contracts, and what to negotiate
Outcome pricing is only risk free if the rules are clear. Use this checklist to structure a simple, fair deal. If you need a budget framework, see our pricing and the pricing guides collection.
- Model choice. Confirm pay per lead, pay on conversion, or revenue share. Define the event that triggers payment.
- Commission rate. Agree a clear percentage or fixed fee and set a review point after the first ninety days.
- Exclusivity. Define service areas, sectors, and any conflicts. Confirm that your leads are not shared.
- Lead quality rules. Document acceptance criteria, spam handling, and replacement policy.
- Speed to contact. Align on response time targets, since speed has a direct link to close rate.
- Conversion auditing. In revenue share, set auditing rights, data fields, and dispute steps. Keep it simple, but specific.
- CRM handoff. Decide how leads enter your CRM, and how outcomes get reported back.
- Refunds and credits. Write rules for wrong numbers, out of area, or duplicate leads.
- Capacity and ramp. Start with a pilot region or sector, then scale after proof.
- Exit terms. Set notice periods and data ownership, including numbers and landing pages.
Decision checklist
Use this short list to choose FatRank, B2B-Ai, or a blend. If you plan to add outbound, align this with your sales outreach process.
Final thoughts
FatRank is a strong fit for owners who want exclusive inbound leads with outcome based pricing. The model keeps risk low, if you can convert fast and meet the intake criteria. Limits exist. Public review volume is still small, and the trust based revenue share needs clear guardrails. For complex B2B, an account based plan like B2B-Ai often builds better pipeline value per pound. Many firms get the best of both. Use FatRank to capture hot local demand, then use B2B-Ai to build relationships with high value accounts.
For SEO, include simple phrases like, lead generation agency FatRank, best lead generation company FatRank, and why was FatRank voted, inside natural copy, not stuffed in footers. Keep the focus on clear value, fast response, and proof.
Related reading, Yell for Business for directory exposure, then round out with the best B2B email marketing agencies in the UK to compare ABM partners.