Quality leads for financial advisers

Unbiased provides one of the UK’s most effective lead generation services for IFAs and whole-of-market financial advisers. What’s more, our exclusive lead generation service forms just one small part of a comprehensive platform for attracting, nurturing and converting leads into the customers you need.

Read on to find out how we help you find the right clients for your business with one simple, affordable plan, whether you’re a nationwide firm or a solo adviser.

Companies listed with us:

  • cmg
  • novus
  • mortage-marketplace
  • dns
  • fc
  • hfm
  • home-of-mortgages
  • bb

Key benefits

  • High lead volumes

    The Unbiased site has more than 3m visitors per year. Grow your business with high ROI leads.

  • Customised client enquiries

    Set your criteria and we'll send you enquiries from the clients you want.

  • Receive new clients local to you

    With a high ranking profile, potential clients can use our directory to find advisers near to them.

  • Preview leads before accepting or rejecting

    See all relevant details of a lead before choosing to buy it.

  • Set minimum asset levels

    Restrict your leads to businesses/individuals above a certain size/wealth level.

  • Manage all your leads from one dashboard

    Nurture clients from first contact to conversion with our pipeline Kanban.

Market-leading lead generation for IFAs

Enquiry notifications

Over 27,000 professionals use Unbiased to grow their business via our lead generation and supporting services. With more than three million consumers visiting our site every year, Unbiased is the site of choice for people seeking professional advice, information and financial planning tools.

With Unbiased, you can:

  • Receive enquiries directly from those who view your profile on our directory
  • Receive further exclusive leads matched to you based on suitability
  • Set your own criteria for your preferred types of clients
  • Specify minimum business size or turnover
  • Source leads from multiple locations nationwide
  • Preview every lead and choose to accept or reject it
  • Manage your active leads through to conversion and beyond from one simple dashboard

Unbiased is also a trusted brand, having built a reputation over more than 20 years helping consumers find advisers they can trust.

How our financial adviser lead generation works

With an Unbiased plan, you can obtain leads in two ways:

  • Directly from potential clients who view your profile on Unbiased
  • Via our automated matching service

With auto matching, a customer will enter a few details about the kind of advice they need, their financial circumstances, and their location. If these fall within your preferred criteria and you are a good fit for their needs, the enquiry may appear in your inbox. To turn the enquiry into a lead, you simply accept it and purchase it (enquiries from £40+VAT).

Enquiry pipeline

On our most popular plans you can add multiple locations to your profile. This means you will:

  • Be found in directory searches in those locations
  • Receive matched enquiries from potential customers in those locations

Tools to help you convert and manage your leads

Schedule action form

An Unbiased plan includes powerful business management tools to help with lead nurturing, so you can turn enquiries into new customers. You can:

  • Sort enquiries by category (e.g. New, Accepted, Rejected)
  • Keep track of all messaging related to each lead
  • Attach notes on each lead, to keep key info where you need it
  • Set yourself email reminders (e.g. for follow-up actions)
  • Search and filter on enquiries
  • Customise your Unbiased profile to stand out in our listings
  • Advertise special offers (e.g. a free financial review) to attract customers
  • Set up different advice options (e.g. face-to-face or remote)
  • Display client testimonials
  • You’ll also receive ongoing support from our team

How much do financial adviser leads cost?

  • All our plans offer our end to end solution from as little as £29 +VAT

    Per month for our Simple plan.

  • Our enquiries are priced from £40 +VAT

    There is no obligation to purchase any lead.

We have a range of plans to suit your growth ambitions, check out our full list of plans and features to discover the best plan for your business.

See more about our pricing plans

The types of financial adviser leads you can receive

You can receive every kind of financial advice enquiry via Unbiased. Here are some typical examples:

  • Pension & retirement planning leads

    Customers at or near retirement who want to access pension pots via annuities, drawdown, lump sums or other methods, and who want advice on the best income strategies and products.

  • Pension transfer leads

    Customers with defined benefit workplace pensions who want advice on transferring, including those with pension transfer values over £30,000 who by law need financial advice in order to transfer.

  • Pension review leads

    Customers at any life stage who want general pension advice, in order maximise their options later on. These enquiries can be a good source of ongoing custom and can lead to further work for this customer.

  • Pension consolidation leads

    Combining pension pots is something we encourage our users to investigate, urging them to take advice to find out if this decision is right for them.

  • SIPP leads

    A significant number of self-employed and high net-worth individuals consult our site, meaning that setting up personal pensions is a high priority for many of our visitors.

  • Investment leads

    We recommend independent financial advice for those who visit Unbiased to read our many tips on investment strategies.

  • Insurance & protection leads

    We talk to consumers a great deal about the importance of good life insurance, critical illness cover and income protection, generating significant enquiry volume in this area.

Additional features to grow your business

There are many other features of an Unbiased plan that will help you build your business, including:

  • Set your criteria to receive the clients you want
  • Receive enquiries pre-filtered to match your preferences
  • Increase your brand exposure with a profile promoted in additional locations
  • Manage your entire client base with pipeline monitoring and conversion software
  • Advanced analytics and insights to track and improve sales performance

Find our more about our range of plans

Find out more

Enter your details and one of our experts will be in touch to discuss how Unbiased can help your business grow.

Find out how Unbiased uses and protects your data in our privacy policy.


  • Your leads will appear on your Unbiased dashboard, under your ‘Enquiries’ tab in the ‘New enquiries’ column. You’ll also receive an email notification when you get a new enquiry.

    You should inspect new enquiries as soon as possible and choose either to accept or reject them.

  • There is no limit to the number of leads you can buy from Unbiased. However, with our Simple plan you’ll only receive direct enquiries, rather than enquiries matched to your preferences. With our Essential plan, you can accept a maximum of two matched enquiries per month (plus an unlimited number of direct enquiries). Our Growth and Enterprise plans allow you to buy an unlimited number of all types of enquiries.

  • When you receive an enquiry from a potential customer, you’ll see:

    • The type of advice needed
    • Any specific advice areas requested
    • Any further information that the customer has chosen to provide
    • The estimated size of the customer’s asset(s) (e.g. pension pot) on which they’d like advice

Other platform features