View more on these topics

Unbiased’s advice head: ‘There is no directory war – it’s just choice’


You cannot please everyone all the time but Michael Ossei is certainly having a go.
As head of adviser product and services at Unbiased, Ossei has the unenviable task of juggling the demands of advisers and consumers within the commercial framework that makes it all possible. Not easy, given the rebrand Unbiased unveiled in May has been unpopular with some sections of the adviser community.

Ossei says: “People don’t like change and we have changed a lot in the past 12 months. If those who had last visited our website 12 months ago came back now they wouldn’t recognise it.”

Ossei’s background is in technology and marketing but his childhood dream was to be a professional footballer. Not being fussy, he says he would have been happy to win the World Cup with either England or Ghana, his parents’ native country.

But faced with the bleak reality that this was unlikely to happen, Ossei started looking for work at the beginning of the digital revolution and, over the next 10 years, found himself doing everything from online marketing to web design.

“The more I learned about products and services, the more knowledge I gained in the technical and marketing side of it.I was learning about the needs of the user.”

By the time he joined comparison site uSwitch in 2010, he was already used to working with financial services firms. After a brief spell at the Money Advice Service, Ossei joined Unbiased in 2015.

“It had all the right foundations but from a technology and marketing viewpoint it was at a crossroads, so I thought I could add something to it.”

Fresh faces

Unbiased’s controversial new look was created by digital design agency Three Straight Lines. The aim has been to attract more consumers, generate more enquiries for advisers and showcase new features, such as Location Plus, an add-on service enabling advisers to increase their prominence within the search results for a particular region or postcode if they are able to service it.

Ossei says Unbiased conducted research among its adviser users to find areas where it could improve and add value because some features that were being paid for as part of a subscription were not being fully utilised.

Now features such as call tracking and recording, as well as a client message inbox, are provided alongside a range of add-on services, which are  available at an extra cost. The idea is advisers pay only for the extra services they use.

However, not everyone is happy about paying separate costs on top of subscription fees. In particular, Location Plus has been criticised by some as commercially driven and a compromise of Unbiased’s impartiality.

Ossei rejects the suggestion. “Location Plus is a benefit for businesses that have extra capacity and those that can offer remote adviser services. If you are one of 80 advisers in an area and you are on the second page of the search results, you might think ‘how do I get higher?”

“Unbiased is not Google, where people can change that position. It’s fixed according to postcode or the filter people put in, such as female advisers, for example. With Location Plus, you can be at the top of the search results for a month. It is a paid-for position but as long as an adviser can service that area, they can have it as an add-on.”

Ossei says the one-month limit ensures the service is rotated, with no bias towards bigger advice firms that might otherwise be tempted to hog the top listing indefinitely. “But being on top of the listings doesn’t take traffic away from the second tier,” he adds.

“If you are one of 80 advisers in an area and you are on the second page of the search results, you might think ‘how
do I get higher?”

Some advisers have even complained about the new moose character on the website – a mascot designed to help consumers identify the Unbiased brand and ultimately get them engaging with advice.

So why was an overhaul of Unbiased necessary? Do the changes really benefit advisers or have they been financially driven?

“The rebrand was necessary as we needed to update. We had all the insight and we needed to take it to the next level. So we thought: ‘Let’s try to differentiate ourselves. Let’s build a brand with nice images – something that’s clear and concise in its message and that focuses on connecting people’.

“We understand there will be resistance but advisers have got to look at the benefits of what they get out of this.”

Directory wars

Ossei refutes suggestions that the rebrand was another step in a “directory war” with competitor VouchedFor. In his view, the two services  target different markets, with VouchedFor focusing on individual advisers and Unbiased working with both individuals and firms.

“There is no directory war – it’s just choice. Consumers need choice and trusted brands.”
But in striving to “do it better” than its peers, Ossei says Unbiased has listened to what consumers want. If someone wants advice, they usually require a quick response, so Unbiased has created a 48-hour window for advisers to say yes or  no  to consumer enquiries, through the accept and reject method.

“People assume we created the accept/reject metric on a whim. But if consumers make an enquiry, they want a response immediately. If one adviser rejects an enquiry it will stay in the system and go to the next matched one on the list.”

Consumers are clearly a high priority for Unbiased. Ossei says those getting the right advice are likely to refer friends and relatives to the same adviser, so the potential reach goes beyond the initial connection.

He acknowledges advisers should have a say in the services Unbiased provides and how they are delivered, especially as it has such a long history with them.

But at the same time, he feels there needs to be some give and take; advisers need to understand that things will change from time to time in response to changing consumer needs and different ways of promoting advice.

“We are a commercial organisation but we’re not doing this to try to make even more money.

“We want advisers and consumers to understand that we are there for them. We want everyone to benefit.”


2015-present: Head of adviser product and services, Unbiased

2014-2015: Product development manager, Money Advice Service; senior product manager, 118 118 Money

2010-2014: Senior commercial product manager (financial services), uSwitch

2000-2010: A range of digital marketing/web development roles at various firms including TotalStay, Venda and Walker Media (now Blue 449)

Five questions:

What’s the best bit of advice you’ve received in your career?

Always ask why. Take a step back and look at the situation, as sometimes you can get engrossed in the moment and need some distance.

What keeps you awake at night?

Keeping advisers and consumers happy.

What has had the most significant impact on financial advice in the last year?

The ongoing impact of the RDR.

If I was in charge of the FCA for a day I would…

Arrange an FCA open day and give the general public a behind the scenes glimpse of some of the things we do for them and why.

Any advice for new advisers?

Embrace change.



Unbiased urges FCA to act on Which? false qualifications findings

Unbiased is calling on the FCA to intervene after a Which? investigation found more than half of firms sampled had inaccurate qualification information. Which? looked at advisers in 10 postcodes in February this year and compared those who claimed to have professional qualifications on Unbiased with official lists from the bodies themselves. Of the 92 […]

8 revamps directory pricing has revamped its pricing options for advisers wanting to be listed on its directory. Currently only offers an ‘enhanced’ package which costs £39.99 a month and gives firms access to an unlimited number of enquiries and its media enquiry system Bluebook. This option remains unchanged for advisers already on the directory, but is […]


Unbiased calls for MAS to do more in bid to boost adviser referrals is calling on the Money Advice Service to white label an adviser search function on its website as the MAS looks to boost adviser referrals. The MAS has commissioned Financial Services Consumer Panel member Teresa Fritz to lead a three-month project on improving adviser referrals. The latest available figures on MAS referrals show that […]

Tax year-end planning with the family

From the Technical team at Prudential Let’s face it, many aspects of financial planning involve a lot of technical detail. At our face-to-face events, we’ve had great success bringing these technical topics to life through the use of practical case studies. Meet the family Prudential’s Planning Matters hub brings together a fictional family and explores […]

Looking back at 2015

By Fiona Tait, Pensions Specialist 2015 was quite a year for pensions. Change, more change, and proposed changes to the changes. The Spring Budget – pre-election plans With everything that has happened since, it is hard to remember what happened in March. Following on from the bombshell of the 2014 Budget, the Chancellor confined himself […]


News and expert analysis straight to your inbox

Sign up


There are 6 comments at the moment, we would love to hear your opinion too.

  1. This organisation needs to be prosecuted under the Trades Description Act. They might be unvbiased as to the recommendfations they make. But those on their panel may or may not be biased. It is many years since the only people on their panel were pure IFAs. Now anyone gets on. Restricted or not.

  2. ‘Unbiased’ or NOT ‘unbiased’. The more you pay the higher you go. He should have stuck to an honest job like football!
    ‘Vouched for’ do not ‘Vouch for’ referral comments.

  3. Location plus has been roundly derided and I’m not sure if the take up has been that great but it doesn’t matter now. Why pay to be top of a listing no one looks at when visitors to the site are ‘guided” to the match service and not the adviser listings.

    So far I’ve had 4 of these, 2 were for mortgages but I don’t do mortgages, 1 was utter rubbish. The one that was interesting I happened to be at my laptop and clicked on it straight away and clicked accept but it had already gone. Now 95% of the time I wouldn’t have been there that fast so if they are gone in seconds I have no chance.

    Given this seems to be the main option for users now I think I’ll be quitting soon and I’ll write to Karen Barnet to explain exactly why.

  4. All these tech people want to make changes. Of course they do; otherwise they wouldn’t be in a job. Personally I find it difficult to keep up with the constant changes to websites IFAs use. It is as if these companies think they have the only website an IFA accesses. As for unbiased it always seemed to me to just be another commercial proposition. They are in it to make money and, I guess, who can blame them for that. Just don’t pretend to be something that you are not while doing it.

  5. Bit late to spot this, but Unbiased is starting to dip into the pockets of IFAs for more money and delivering less. Their recent changes have meant that potential clients are being encouraged to use their chaperone service which means the clients do not come straight to us. When they did the latter, clients would at least give us some information. Now we get fewer enquiries, three word description perhaps of possible lead and we have to pay £30 to twist. I have to say that what was once a very good idea is now becoming a drain and we will jettison it. And I would suggest others do. There is enough business out there now.

  6. Many years ago I was with unbiased when it morphed from IFA Promotion, which was at the time free form IFA listings and did actually generate a few introductions.. then everything changed and the money-grabbers moved in. Subscriptions were introduced,which subsequently then doubled overnight and extra charges and requirements appeared to “improve” profiles, which was when I saw the light and duly exited -would recommend others to do the same as this is now becoming a money making business giving less and less value for money. Referrals will generally come from clients who get a good service and are happy so as such we should not need this extra service if we are doing a good job.

Leave a comment


Why register with Money Marketing ?

Providing trusted insight for professional advisers.  Since 1985 Money Marketing has helped promote and analyse the financial adviser community in the UK and continues to be the trusted industry brand for independent insight and advice.

News & analysis delivered directly to your inbox
Register today to receive our range of news alerts including daily and weekly briefings

Money Marketing Events
Be the first to hear about our industry leading conferences, awards, roundtables and more.

Research and insight
Take part in and see the results of Money Marketing's flagship investigations into industry trends.

Have your say
Only registered users can post comments. As the voice of the adviser community, our content generates robust debate. Sign up today and make your voice heard.

Register now

Having problems?

Contact us on +44 (0)20 7292 3712

Lines are open Monday to Friday 9:00am -5.00pm