High AQ Business Energy Leads: What They Are and Why They Convert

Introduction

AQ — annual quantity — is the measure of how much electricity or gas a business consumes over a year, and it is the single most important variable in commercial energy broker economics. A high-AQ lead closes to a materially larger contract, generates a materially higher upfront commission, and often produces a materially longer tenure.

High AQ Business Energy Leads

The commercial threshold for what counts as 'high AQ' varies by broker business model. For SME-focused brokers, the threshold is often £15,000 or £25,000 per year in spend. For enterprise-focused brokers with a dedicated corporate desk, the threshold is £50,000, £100,000, or more.

The reason high-AQ leads are worth paying materially more for is straightforward. If the average small-business energy contract earns a broker £600 in commission and the average high-AQ contract earns £4,000, a broker can economically pay several times more per lead for the high-AQ feed and still generate stronger unit economics.

Sourcing high-AQ leads at scale is harder than sourcing volume-tier leads. The addressable universe of businesses with £50,000+ energy spend is smaller, and the acquisition channels that reach them are different. Landing pages need to signal enterprise-level capability rather than SME-friendly ease.

What actually works in practice

Verification depth also increases with AQ. A £3,000 SME contract that closes to the wrong supplier is a mild inconvenience. A £150,000 half-hourly enterprise contract that closes with a data error is a serious commercial problem. Enterprise-feed verification is proportionally more rigorous.

Getting started

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