Unbiased’s AI-enabled platform powers record £52 billion in global AUM opportunities

London, 4th February 2026

Unbiased, the leading AI-enabled financial advice platform, today announced a year of significant growth, facilitating a record £52 billion in asset under management (AUM) opportunities across its UK and US operations in 2025, up from £41 billion in 2024. 

The performance solidifies Unbiased’s position as a key driver of financial adviser growth, leveraging its proprietary AI and machine learning models to help consumers connect with the best financial expertise for their needs. 

Driving growth in a hypercompetitive market 

The growth of Unbiased reflects challenges facing the wider advice industry: intensifying competition due to the aggressive growth ambitions of the industry's largest players. 

The platform's ability to deliver outsized growth in this environment is highlighted by a 17x increase in enquiries from consumers with £1 million or more in investable assets over the last three years, unlocking the market’s most valuable segment by delivering more of the right opportunities to its advice partners. 

Unparalleled access to consumer demand 

Unbiased continues to match its customers to an unrivalled flow of high-intent advice-seekers by successfully capitalising on key market dynamics. 

These include: 

• A massive, global demographic shift as the Baby Boomer generation enters its peak retirement years across Western economies. 

• An increasingly uncertain global fiscal environment, marked by significant shifts in national tax and trade policies. 

• A new wave of consumers seeking financial advice online, with 65% of all UK Unbiased users in 2025 being net-new to the advisory market. 

The platform has also successful harnessed emerging consumer acquisition vectors, capturing a 106% uplift in traffic from consumers leveraging generative AI search to find financial advice in 2025. 

AI delivering a competitive edge 

Unbiased's AI-enabled intelligence is what converts this market access into a decisive competitive edge for advisers. 

The platform’s core matching engine executed over 2.1 million matching events in 2025. Each event leverages predictive models to convert vast datasets of user intent into high-potential client opportunities for advisers. 

These capabilities were further showcased in 2025 with the launch of SmartAccept™, a feature designed to boost adviser revenue by learning their unique preferences and automating client acquisition outside of working hours. 

The choice of industry leaders 

The platform's ability to deliver high-value growth is increasingly recognised by the industry's most successful players. 

Unbiased is now the growth partner for a significant proportion of the UK's leading advice players - with enterprise partnerships spanning both the restricted and independent firms - alongside a rapidly growing US presence that already includes 12 firms from the prestigious Barron’s Top 100. 

Tim Grimsditch, Managing Director of Unbiased, said: 

“As the advice industry becomes increasingly competitive, our record year of AUM delivery proves that we’re able to significantly outpace the market. While the Great Wealth Transfer presents a massive market opportunity, new-to-advice consumers need a simple, effective way to find the right financial adviser. 

“Unbiased is making significant AI, data and technology investments to help UK and US advisers to scale. We are building the biggest dataset of adviser conversion data and investing in new AI tools like SmartAccept, all designed to help our customers scale their businesses. We’re not just a service provider to the industry; we are building the intelligence layer that will power its growth for the next decade. 

“Above all, this reinforces our mission: empowering people to make confident financial decisions and delivering unrivalled growth for advice firms." 

About Unbiased    

Unbiased is an AI-enabled financial advice platform, empowering people to make confident financial decisions and delivering unrivalled growth for advice firms.   
   
With the greatest wealth transfer in history now underway, Unbiased connects people to trusted advice across pensions and retirement, inheritance planning, mortgages, accountancy, and more.   
   
The Unbiased platform applies advanced models trained on a rich dataset of user activity to intelligently match individuals with qualified advisers, providing the easiest and most reliable way to access financial expertise.   
   
Since 2009, Unbiased has generated over $100 billion in AUM opportunities for financial advisers, with 65% of prospects new to advice. Reaching more than 10 million consumers annually, it is the leading source of client demand in the industry.