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Positive feedback

There is an ongoing misconception that the consumer media are less supportive of IFAs than they might be. In fact, it is fair to say that IFAs enjoy unrivaled support in the consumer personal finance arena. A quick look at Unbiased.co.uk’s Blue Book goes some way to underline just how supportive both groups are for each other.

Unbiased.co.uk measures around 5,000 pieces of positive media coverage featuring at least one of the Blue Book media IFAs each year. Over the last 12 months, the online Blue Book find a media IFA service has been used 26,000 times by journalists seeking media IFAs for expert commentary and case studies, clearly highlighting that IFAs are the experts of choice when it comes to media comment on personal finance matters.

As a result, IFAs are quoted extensively in all areas of the personal finance media, invar-iably positioned as expert commentators and, just as importantly, called IFAs. This gives not just the individual IFA but the whole IFA brand invaluable support across the personal finance media.

There are currently almost 200 finance journalists among our Blue Book online users.

Our Media IFA panel consists of over 220 IFAs and we are continuously broadening out the pool of IFAs quoted in the media by matching journalists with the most appropriate media commentator for their needs.

Dennis Hall, for instance, only joined our media panel 12 months ago and our Blue Book online journalist users have already voted him 19th in this year’s Media IFA of the Year listing. This year’s results were based on how many times journalists have added each media IFA listed in the online version of the Blue Book to their favourites on Unbiased.co.uk.

Among industry groups, Unbiased.co.uk is uniquely positioned to generate consumer media coverage, positioning IFAs and the advice process in a positive light. First, because our public- facing find an IFA proposition enjoys a high hygiene factor, it is seen by the media and third-party referrers to genuinely match up enquirers with the most appropriate local IFA while protecting enquirers’ confidentiality. Second, because Unbiased.co.uk is seen by the media to help them to do their jobs. Last year, our online Blue Book service won the Financial Services Forum’s award for best PR.

With the consumer media covering Unbiased.co.uk’s key campaigns such as TaxAction, Debt Freedom Day and our Savings Brake research, resulting consumer media coverage inevitably carries a call to action for readers, listeners and viewers to go to Unbiased.co.uk to find local independent financial advice.

As a result, Unbiased.co.uk is directly and cost-effectively generating around 2,500 pieces of positive coverage each year across national/ regional print, online and broadcast consumer media and fulfilling around half a million enquiries a year from people looking for local IFAs.

David Elms is chief executive of Unbiased.co.uk

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