Convey Law has disclosed an 80% client take-up rate for its charity lotto model, in which conveyancing clients pay £10 to enter a monthly £500 prize draw. The firm raised £40,000 for Alzheimer's Research UK through the initiative and claims the scheme generates over £80,000 annually for charitable causes, with £1.4 million raised in total through its partnership with the Conveyancing Foundation. For conveyancers and estate agents evaluating client engagement models, the headline figure is the 80% opt-in on a discretionary £10 add-on during what is typically a price-sensitive transaction.
The commercial arithmetic is instructive. At £10 per client with 80% take-up, raising £80,000 annually implies approximately 10,000 participating clients each year. That volume suggests either a large instructed caseload or a model in which the £10 is positioned early and prominently enough in the client journey to secure consent at scale. What remains undisclosed is whether the £10 sits on top of quoted conveyancing fees or is included within headline pricing, and whether clients can instruct the firm without entering the draw. Those details matter for price comparison sites, referral partners and compliance teams assessing whether the model requires specific disclosure at point of quote.
Licensing and regulatory structure
The source material does not specify whether Convey Law operates the prize draw under a small society lottery registration, a local authority licence, or as an incidental non-commercial promotion under the Gambling Act 2005. The mechanics matter. If the draw qualifies as a lottery, the firm or the Conveyancing Foundation must hold the appropriate registration with the local licensing authority or the Gambling Commission, depending on structure and revenue thresholds. If it is structured as a prize competition dependent on skill or judgement, different rules apply.
The Solicitors Regulation Authority's Code of Conduct requires firms to ensure the service and cost are transparent, and that clients are treated fairly. The Council for Licensed Conveyancers has similar obligations. Whether an 80% take-up rate reflects genuine client enthusiasm for charitable giving or the result of default opt-in mechanics during instruction is a question compliance teams will need to address if they replicate the model. Conveyancers considering similar schemes should review how the option is presented, whether it appears on the initial quote, and whether clients can complete the instruction without participating.
No detail is provided on how prize draw administration is conducted, who verifies the random selection, or what proportion of the £10 entry fee reaches the nominated charity after administrative costs. The Conveyancing Foundation appears to act as an intermediary, but the commercial terms, overhead allocation and governance structure are not disclosed.
Margin, retention and client acquisition cost
From a commercial perspective, an 80% opt-in effectively raises average transaction value by £8 per client. For a firm competing on headline conveyancing fees, that additional revenue line does not flow to gross margin but does create a consistent upsell opportunity at the point of instruction. Whether the model improves client retention, referrals or brand differentiation is not evidenced in the announcement, but Convey Law managing director and Conveyancing Foundation co-chair Janine Wellington described the initiative as "simple to implement and highly effective."
The £1.4 million total raised through the Conveyancing Foundation partnership suggests the scheme has operated for several years, though no start date is given. If the current £80,000 annual figure is representative, the partnership would need to have run for at least 17 years to reach that cumulative total. Alternatively, participation rates or the structure of the scheme may have changed over time. Without a timeline, the headline figures are difficult to benchmark.
For estate agents partnering with conveyancers or operating in-house legal services, the model raises questions about referral fee arrangements and whether the charity lotto affects the economics of panel agreements. If the £10 is an optional add-on presented after instruction, it may have minimal impact on conversion. If it forms part of the upfront quote, it could affect win rates on price-sensitive transactions, particularly where clients are comparing multiple conveyancing quotes through aggregator platforms.