View more on these topics launches pensions advice TV campaign

IFA comparison service has launched a TV advertising campaign encouraging prospective retirees to seek independent advice as an alternative to the Government’s pensions guidance guarantee.

Following Chancellor George Osborne’s Budget announcement in March that from April 2015, over-55s will be allowed to withdraw their entire pension fund as cash, the Government has yet to clarify how it will provide guidance to those who require it.

The new advertising campaign, called ‘Pensions 2015? Ask for a free pension check’, will encourage people who do require advice or guidance about how to plan for their retirement to meet with a financial adviser, rather than rely on the Government’s free guidance.

The campaign went live on 2 November and will air during TV programmes including Coronation Street, Emmerdale and Downton Abbey. It will be supported by a direct mail campaign, as well as newspaper advertising. founder Adam Price says: “While we welcome the guidance guarantee initiative, for many people, the best single action would be to book a free initial face-to-face consultation with a well-rate IFA.

“Our consumer research shows people are confused about what they need to do with their pension and whose advice they can trust. Reviews from other people in the same situation are vital to winning that trust.”

The company is asking fund providers and IFA firms to support the campaign by placing its logo on their websites.


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There are 9 comments at the moment, we would love to hear your opinion too.

  1. ‘book a free initial face to face advice session with an IFA’ So I give a free session and never see client again as they will expect my service to be free No thanks I am in business to make a living not give free advice.

  2. Im with . @ 12.49 on this. I don’t do freebies any more – EVER

  3. I agree with the previous comment if indeed that is what is meant about ‘free advice’. We all know that free advice is no advice. But this is not what is being proposed. If you get an enquiry, what are you going to do? Tell them to sign up before you will utter a word, or give up 30 mins of your time for an exploratory meeting allowing them to get to know you and hopefully do business. Either you do that or your competitor will.

  4. Just a few concerns about this campaign:

    1: The company isn’t regulated and authorised so how can they be giving advice or even suggesting that the advice is initially free?

    2: Surely any mention a free advice in connection with pensions breaks the RDR regulations?

    3: When is the regulator going to crack down on marketing firms like this advertising for financial leads when they are not authorised or regulated to carry out the activities that they are advertising. Even if the services that are advertised are given by a third party surely they should be registered as introduces?

    If you put financial advice into a search engine how many of these damn things come up and is it no wonder the consumer is confused about authorisation. It also makes me laugh a half of these adverts don’t comply with normal advertising rules within financial services.

    Is it not about time that the regulator had a simple to understand website of its own that enable consumers to check authorisations and even look up a local independent financial adviser. The present one is not fit for purpose and that’s being polite.

    Surely that’s what we pay are regulated to do!

  5. carrie-ann woodgate 3rd November 2014 at 3:16 pm

    I have to come out in support of Vouched For – you can choose whether to give a hour of your time to meet a client and see if you can help – it is not obligatory – but I have always offered an no obligation chat – whether that is right or wrong I don’t know.
    All the service does is allow clients to browse a regulated advisor – and choose who they would like to talk to – with a success rate of about 1 in 5 I don’t find it expensive, and I have talked to some good clients who are looking for advice. They check FCA registration for the client so its quite similar to unbiased in that respect.

  6. To be fair here, I personally welcome any campaign, which encourages people to seek advice from regulated advisers (assuming they only have regulated and qualified advisers on their data base ?)

    I do however, think they need to stipulate its down to the individual adviser whether they offer free initial consultations or not !! and not go off half cocked and advertise something that is not true !!

    I do not offer free anything anymore, I cant afford too, go blame the regulator, FSCS, MAS and every other leach who raids my company bank account on a daily basis !

  7. As an IFA and registered on the VouchedFor site it would appear that a few comments on here are from advisers who are lacking knowledge of what the VouchedFor site does for the general public and the IFA community. It works very similar to how trip-advisor is for holidays as it enables the clients of the adviser to leave a review which then provides a resource to the public to find an IFA in their area. Rather than a phone directory you get to see exactly what clients think about their adviser giving added reassurance to the person seeking advice. The advisers on VouchedFor can choose the type of setting they want on the site, such as offering an initial free consultation or not, so for you guys who state they do nothing for free you can still do that via VouchedFor.

    At the end of the day as an adviser what better accreditation than having your clients reviews on a site that you can’t influence – lets be honest the client testimonials on your own websites are chosen by you. This way you inform your clients to go on the site and rate your advice, your service and how they value you as an adviser. Take the leap of faith and let the rest of the general public see how good you think you are.

  8. Christopher Petrie 3rd November 2014 at 4:38 pm

    As is quite common, there are comments made by people who don’t really know the detail of the article.

    In this case, Vouch For are a fairly well established web-based referral firm that have been operating in quite a number of industries. They want to get involved in the IFA market.

    They will call you and ask if you wish to join in and it’s up to you…if you don’t want their referrals don’t join. If you do, then do, but you must fulfil their promises such as 30 minutes free time. Feedback can be made online by clients.

    It’s very simple really.

  9. There is no harm in giving someone 30 minutes of your time in order to find out whether they will be a good fit.

    But to pay for a lead, which has been marketed as “see an advisor for free”, and then be fobbed off is just poor business practice.

    There is only one guaranteed winner and, as ever, it is the lead generator, and not the adviser.

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