View more on these topics

IFA rating site splits opinion

Adviser opinion is divided over a new website that allows clients to rate and review the financial advice they have received.

Former Barclays Wealth head of digital proposition Adam Price set up VouchedFor. last month. The website asks clients to award individual IFAs a rating out of five stars and leave feedback about the service they received.

IFAs can post details of their services on the website for free but they have to be either exclusively or predominantly fee-based and offer an independent, whole of market service. There is no minimum qualification requirement but advisers who already have QCF level four will be differentiated on the website.

In order to leave a review, clients must have found the IFA through the website, although IFAs can provide three references from their existing client bank when they register.

Advisers pay between £99 and £299 for the service, depending on net worth of client they are looking to attract. The charge is levied after an introductory phone call setting up an initial meeting.

If clients post reviews that are not favourable, IFAs can reply via the website. Abusive comments will be removed.

Price says: “We want to help consumers find the best financial advisers. We will not feature all IFAs, this is where you come for the better ones and those who are comfortable to have reviews written about them. Therefore, consumers will find IFAs that they can be a lot more confident in.

“If you look at the marketing spend in comparison with the size of the advice industry, it is tiny. Our charging structure means we can reinvest a lot of money into marketing and drive a lot more consumers to the industry that otherwise would be going to the banks.”

Price says he does not see, which lists IFAs by area, as a direct competitor. He says: “We are different websites doing different things. I see unbiased.’s role as promoting the whole industry and giving each adviser a level playing field when people are searching for an IFA by area.”

Baronworth Investment Services director Colin Jackson says: “By restricting the service to fee-based advisers only, it leaves out a lot of good IFAs who are not fee-based. The consumers who log on to this website are not getting the full picture. The suggestion that fee-based advice is better is garbage.”

Axxis Financial Planning director Owen Wintersgill says: “Just because an adviser is fee-based, it does not follow that he or she represents the hallmark of professionalism.”

But West Riding Personal Financial Solutions managing director Neil Liversidge says: “I have signed up because I believe the more independent client recommendations an IFA has, the better it is for the IFA.”


News and expert analysis straight to your inbox

Sign up


There are 3 comments at the moment, we would love to hear your opinion too.

  1. John Bloomfield 10th June 2011 at 3:58 pm

    there seems to be two flaws with this idea to me;

    Firstly there presuppossition that fee based advice is always the best route. In pensions’ for example the client saves if the adviser is paid from the pension pot (gross funds) rathe rthan thier pocket (net funds)

    And equally where a negative review is placed it may be difficult for an adviser to respond in a professional manner without breaching confidentiality, the client of course has no such burden.

  2. @ John Bloomfield: You can still be fee-based and get paid from a client’s pension fund. That’s certainly what we do when we’re carrying out work in respect of pensions. The difference is that we set out our terms in an engagement letter which the client has to sign and return before any work commences. That way there are no hidden surprises when it comes to costs.

  3. Chris Wicks CFP 11th June 2011 at 1:43 pm

    The main issue with this is whether you will get sufficient bang for your marketing bucks. Having used various lead generation websites (which is actually all that this is) with varying degrees of success in the past I would want to be confident that I am going to get sufficient enquiries of the right sort before committing to spending any money on it. A quick Google search, using ‘vouched for’ of course shows their sponsored site but ‘fee based ifas’, or ‘retirement planning’ does not. Not to0 good a start!

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