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IFA’s Unbiased challenger to launch by end of the month

IFA’s Unbiased challenger to launch by end of the month

A new IFA-built adviser directory billed to take on Unbiased and VouchedFor will launch by the end of October.

Ray Adams (pictured), director of Newport-based Niche Independent Financial Advisers, has developed AdviserBook over the past year.

Adams previously told New Model Adviser® he felt existing directories, such as Unbiased, were not up to scratch and so decided to build his own model.

Specifically he felt current directories were similar to lead generation sites in the way they encouraged the public to hand over their data which is then sold to advisers who ‘may or may not be suitable’.

The idea of AdviserBook is to help the public find more suitable advisers.

The AdviserBook website is currently live and Adams says the directory is set to launch for advisers by the end of the month.

Adams said he has received a ‘lot of useful feedback’ so far and is working with other advisers on the final stages of development before the launch.

All advisers listed as active on the FCA Register will be shown on the AdviserBook directory, however paying a monthly fee will enhance the adviser’s profile.

Users of the AdviserBook will be able to filter by specialist areas like cashflow planning, protection, mortgages or pension transfers. Adams hopes they will also be able to specify if they are looking for chartered advisers only.

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Comment & analysis

Black Monday Memories: Richard Buxton (briefly) quit the City

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