Socket Leads Module 2.0: win more of the clients your practice wants
Amy Mall
Leads 2.0 is here. AI research on every prospect, lead capture forms for your own website, a pipeline built around your own stages, and reporting that shows what converts. It's the biggest upgrade to Leads since the module launched, and it's built for every opportunity your practice runs: new prospects and existing clients alike.
Get every enquiry captured without manually inputting data, customise your pipeline to your practice's sales process, have AI help you win more of them, and report on revenue and lead ageing in one easy-to-use dashboard. It's the biggest upgrade to Leads since the module launched, and it's built for every opportunity your practice runs: new prospects and existing clients alike.
Put together, this update means less time retyping and chasing, more time in front of the right prospects, and a clear line from first enquiry to signed engagement letter.
Why we built it
Winning new clients matters as much to a practice as looking after the ones you have, but the software available has never fully reflected that. For accountants, pipeline management has meant a choice between a spreadsheet and a catch-all CRM built for every industry at once, where the pipeline knows nothing about proposals, pricing, or onboarding.
We wanted to build something specific to how accountants win work, connected to everything that happens during discovery and into the start of the client relationship. The Leads module gives practices the same quality of tooling for growing the firm as they have for running it, so growing revenue gets easier.
What Leads 2.0 is all about
Four pipeline themes run through everything in the upgraded release of Leads 2.0:
Capture your inbound leads without effort: every enquiry arrives in your pipeline by itself, source attached, with no retyping in between.
Customise your pipeline around your process: your stages, your cards, your board, so the pipeline works the way your firm sells.
Boost win rate and engagement: fewer deals lost to silence, with prospect research and follow-through handled alongside you.
Reporting that answers your questions: one view of what's converting, what's going quiet, and why deals are won or lost.
The rest of this post walks through each theme and the features that bring it to life.
Capture every enquiry
Your pipeline now starts wherever your prospects do, with no retyping in between. And leads aren't only new prospects: run opportunities for existing clients through the same pipeline.
Lead capture forms on your website: every user with Leads gets one free Leads form, that can be embedded on your website, so every enquiry goes straight into your pipeline.
A Leads form included with the Leads module: No need to get the Forms add-on to embed a form on your website, every practice with Leads gets one free form to capture leads with.
Book the discovery call on the spot: send prospects to your Calendly the moment they submit your form, so the first meeting is booked before the enquiry goes cold.
AI lead generation: turn a call transcript into a lead in Socket, with notes pulled out and actions assigned for you.
Zapier and the API, in both directions: trigger Zaps when a form comes in or a lead is created, moved, won or lost, so the rest of your stack keeps up without anyone chasing it. Create Lead now uses your custom pipeline stages, and notes can be added on creation or later with Add Note to Lead.
Your AI assistant: connected through the Socket MCP, it can create and update leads for you in Claude, Chat GPT or Gemini conversation.
Make the pipeline yours
If your sales process doesn't look like anyone else's, it no longer has to.
Custom pipeline stages: add, rename, and reorder your stages from Lead Settings, with guard rails on the proposal, won, and lost stages so the Leads board keeps tracking proposal activity.
Custom Kanban cards: choose what shows on every card, including when a lead was last contacted, so the detail that moves deals along is all in one view.
Custom lead sources: define the sources your practice gets work from, so every prospect answers the question: where did this one come from?
Custom lost lead reasons: when a deal falls through, Socket asks why. Record your own reasons, with disqualified leads removed from your core tracking.
Custom lead ageing timeframes: to make sure your reporting on 'quiet leads' is accurate to your sales process, you can set your own timeframes around lead ageing.
Win more of them
AI research on your prospects is something no other UK accounting platform offers today, helping you understand your prospects' business and needs so you can win more faster:
AI lead research: Start every discovery call informed when you can run AI driven research on any lead in Socket: what the business does, its shape and history from Companies House, and what its own website says about where it's heading.
Attachments on a lead and enrich a lead with more context: drop transcripts, files, and notes onto the lead so the full picture stays in one place and can inform your AI summaries and proposal generation.
See what drives conversion
A pipeline report your whole practice can trust, without rebuilding it in a spreadsheet.
Leads reporting: win rate over the last 90 days, conversion through every stage, pipeline value, and performance by owner, with a toggle between the whole practice and just your leads. Visible to everyone for practice-wide transparency, not just admins.
Drill into the detail: click your ageing lead list to get to those prospects on the leads grid, ready to check-up on or export.
From lead to engagement letter and onboarding
A won prospect doesn't stop at the proposal in Socket. Everything gathered on the lead, the research, the notes, the pain points from every conversation, flows straight into generating the proposal with AI. Through to the signed proposal, priced from your pricing menu, with the engagement letter, onboarding form, and billing plan attached. Once the work is under way, Price Monitor flags when the client outgrows the fee you won them at.
Because the whole journey from first enquiry to signed engagement lives in your commercial system, nothing a client told you along the way is forgotten: when renewal comes round, the conversations, pain points, and pricing history are all there to draw on. One platform from first hello to starting and maintaining the work, with context gathered at every step.
Coming next
The 2.0 release has completely revamped how the Leads module supports practices win more of the right clients, but we’re not stopping there. Five more developments are already in the works:
AI deal summaries: Never miss a beat when AI can brief you on the prospect’s story so far and highlight what actions you need to take next.
Your lead becomes the AI proposal brief: AI proposal generation can start from the lead, using everything you've gathered, the notes, the research, the call transcripts, as its information source.
Ideal Client Profile: define who your practice most wants to serve, from sector and size to your minimum fee, and use it to qualify every new lead against the work you want.
Ownership notifications: your practice gets notified when a lead changes hands, so handovers never fall through the gaps.
Join the webinar
We're running a webinar on winning deals and pipeline management on 9th September, with Leads 2.0 shown live and time for your questions. Register here.
Getting started
Leads 2.0 is live now for every practice with the Leads add-on, with one lead capture form included free with Leads (and more available with the Forms add-on). Head to Leads in your main menu: AI summaries and research runs from any lead's detail view, and your stage, card, and source settings live in Lead Settings.
New to Leads? Message us on live chat or book a call and we'll show you around on your own numbers. Give it a try with your next enquiry, and let us know how you get on!