Guide to advice service offering online directory

A new online directory has been launched covering independent, restricted and simplified advice firms, plus money coaching and execution-only services.

Guide to Advice is a portal for consumers and financial services professionals which provides information about advisers’ propositions and a rating based on each website’s functionality and usability.

The service has been set up by Technology and Technical managing director Kim North, Bakehouse Communications managing director Nick Baker, NMG Financial Services Consulting director David Burns, Technology and Technical director Pam Mann and Bakehouse creative director Ian Harrison.

Managing director Nick Baker says: “Our site will help consumers match their needs for guidance and advice closely with the online financial providers. In these difficult economic times, it can prove to be an expensive mistake if an online advice proposition is taken to market which does not meet FSA rules or consumer expectations.”

Guide to Advice technical head Kim North says: “Any initiative that helps consumers understand their financial planning choices on or offline should be fully supported.”

The portal can be found at