Vendors and dealers
The strongest route and the least controllable. The conversation happens in a workshop or a showroom, and what the dealer has to hand is a brochure and a monthly figure. Hesitation at that moment is a lost agreement.
Equipment leasing and asset finance
Give them the comparison. Get the application
A business owner deciding how to pay for a machine is stuck on two things. Whether leasing actually costs more than buying, and whether they would be approved anyway. Your site answers neither, so they read the rate sheet, close the tab and ask their dealer again next month.
Not open yet. Ours scores your own origination rather than an asset, and it takes about four minutes.
The two outputs
What it really costs over the term, and whether they would get a yes.
Both are numbers the buyer wants and cannot produce on their own. Both are numbers you can produce in three minutes from answers they already have in their head. That trade is the whole mechanism, and it is why the finished ones convert.
Where enquiries come from now
Three routes in, and every one of them hands over a rate
The vendor channel, the broker network and paid search all deliver a buyer to the same place: a page of rates and an application form. The interesting question is still unanswered.
The broker network
Cases arrive already shaped by somebody else’s idea of what you will fund. The good brokers know your appetite. The rest find out by submitting.
Paid search
“Lease or buy”, “equipment finance”, “hire purchase vs lease”. The search itself tells you the buyer is mid-decision. They land on a page that has already assumed the answer is leasing.
The buyer in that drawing is not avoiding your form because forms are unpleasant. They are avoiding it because they do not yet know which side of the decision they are on, and an application is a commitment to one side.
What we would build
Lease or buy? Your true cost of ownership
Six answers, none of which needs a document open, and two outputs. The buyer sees a comparison. Your credit team sees an approval band and the two answers that set it.
The asset and how long it lasts
A machine with a 12 year life and a van on a 4 year replacement cycle are different arguments. The useful life is the first thing the comparison turns on and the buyer always knows it.
What the cash is doing instead
Buying outright is only cheap if the money has nowhere better to be. Most owner-managed businesses know exactly where else it could go, and nobody has ever asked them to put that in the sum.
How the tax treatment lands
The single most-asked and least-answered part of the decision. The calculator carries the assumptions, states them, and says plainly that they are assumptions rather than advice.
How hard the asset gets used
Hours, shifts, mileage, seasonality. Usage decides residual value, and residual value decides whether the comparison comes out the way the buyer expects.
What credit will see
Months trading, filed accounts, existing agreements, whether a personal guarantee is on the table. Six answers your credit manager currently gets a week later.
What happens at the end
Whether they intend to keep the asset, replace it or hand it back. It changes which product fits and it is the question a rate sheet has no way of asking.
Four of those six are also credit indicators. That is why this format suits asset finance better than most sectors. The questions a buyer will happily answer to get their comparison are the questions you needed anyway.
Before you commission one
Nobody in asset finance appears to be running one of these
Which is either the opportunity or the warning, and the honest answer is that we cannot tell you which from here.
We censused 174 interactive assets and scored 40 B2B markets before building anything. Asset finance came back with no observed examples in either direction, and calculators are the thinnest-evidenced format in the whole study. (RampFunnels, Quiz Funnel Opportunity Atlas, 2026)
The case for
The output is a figure with a currency sign and an approval likelihood, which are the two strongest things an instrument can return. The inputs double as credit indicators. Nothing else in the sector is competing for the same search.
The case against
An empty category is sometimes empty for a reason. A comparison is harder to build than a scorecard, and the tax assumptions need a qualified reviewer. If the answer is usually the same one, the tool has no argument left.
Who reaches credit
Three answers, and one of them sends the buyer away
A tool that only ever recommends the product you sell gets read as an advert, and then neither number is believed.
In the approval band
They have the comparison, they have a facility shape, and the application is pre-populated with the six answers they just gave. Your credit manager opens a file that already knows what the asset is and how hard it gets used.
Borderline
Usually one thing: months trading, a filed set of accounts, or a deposit. Say which one, and say what it would take. A borrower who knows the single blocker comes back with it solved rather than applying to somebody else.
Buying is the right answer
Sometimes the comparison says buy outright, and the tool says so. That costs you an application you were never going to fund. It buys you a business owner who trusts the number, which is worth more at their next replacement cycle.
Your credit manager stops being the first filter and becomes the second one.
What they walk away with
A comparison they can put in front of whoever signs the cheque
In an owner-managed business that is a co-director or a spouse. In a larger one it is a finance director who was not in the workshop.
The comparison
Cost over the term, both ways, with the assumptions printed next to the figures rather than under them. It has to survive being forwarded without you there to explain it.
The approval band
Where they sit, what would move them up a band, and the plain statement that this is an indication and not a decision. That sentence is a deliverable, not a disclaimer.
The next step
For an in-band buyer, an application already carrying their six answers. For everybody else, the one thing to fix and a reason to come back, which is worth more than a form they abandon.
Where the traffic comes from
Two channels change immediately, and one of them is not media
The search budget keeps the same keywords and lands somewhere that answers the search. The vendor channel gets something to hand over.
Channel
Google Ads
People searching the comparison are searching a question. Sending them to a rate table is answering a different one, and the bounce is the cost of that mismatch.
Channel
Outbound
A cold approach to a business with ageing equipment has nothing to offer except a rate. A comparison built for their asset class is something a stranger will actually open.
Not a media channel
The vendor channel
The same instrument in the dealer’s name, on a tablet in a showroom. It closes the hesitation where it happens and the answers still arrive with you.
What it takes
The arithmetic is the easy half
The comparison is a spreadsheet somebody in your business already owns. The hard part is agreeing what the tool is allowed to say when the answer is not leasing.
That decision belongs to you, and it has to be made before anything is built, because it changes the questions as well as the result. We draft it as one page, your credit and compliance people argue with it, and nothing gets designed until it is signed.
Three packages, fixed scope. The prices are not published yet because they are not final, and when they are they go on the packages page in numbers rather than behind a form.
Questions
What brokers and lessors ask before they commission one
Because they can work it out, and a comparison that never returns that answer is a rate sheet with arithmetic on it. A tool that sometimes says buy is a tool whose other answers get believed. The cases where it says buy are usually the cases your credit team would have declined anyway.
Your turn
You would not sign an agreement without seeing the numbers first
Ours scores your own origination on the four things that decide whether an enquiry becomes an agreement, and the report names the one costing you the most. About four minutes, and the result is yours whether or not we ever speak.
Not open yet. When it opens, all you need to hand is roughly what you spend on origination each month.