Unbiased.co.uk announces Standard Life as partner for its ‘Value of Advice’ campaign

16 May 2012

  • Value of Advice campaign aims to tackle ‘advice apathy’ among UK consumers
  • The campaign will look to demonstrate the benefits of independent financial advice to the consumer
  • Value of Advice activity will be supported by unbiased.co.uk’s media IFAs

Unbiased.co.uk today announces that Standard Life has teamed up with the professional advice website to launch its ‘Value of Advice’  initiative - a consumer media campaign highlighting the benefits of independent financial advice to consumers.

Unbiased.co.uk’s Value of Advice campaign, which will launch later this summer, will be based on a research report exploring financial circumstances and attitudes of advised and non-advised consumers, looking to address the ‘advice apathy’ amongst UK consumers. Unbiased.co.uk will roll out this campaign across consumer and trade media, utilising social media and drawing upon the help of its media IFAs to offer expert advice and insight.

Karen Barrett, Chief Executive of unbiased.co.uk, comments: “Unbiased.co.uk has worked hard to promote the benefits of independent financial advice to consumers over the last two decades and our Value of Advice campaign is a natural extension of this work. There has been much discussion within the industry on the impending regulatory changes but there is now a real opportunity to educate consumers about their financial advice options. With over 450,000 consumers using our website to find an adviser every year, we have the credentials to do exactly that. We are particularly pleased to partner with Standard Life to identify the Value of Advice to consumers and to take advantage of this unique opportunity to communicate changes in the industry to the public.”

Dave McGovern, Head of Retail Marketing at Standard Life, commented: “There’s been a lot of noise in the market that the Retail Distribution Review will sound the death knell for financial advice.  But we believe the advice market will remain strong post-RDR and our work and effort needs to go into highlighting the value financial advice can offer to consumers and demonstrating that it is worth paying for. Many adviser firms are thriving, with compelling advice propositions, loyal clients and ambitious plans for the future.  We estimate there are more than 20 million consumers with a need for long-term savings and investments - this is an enormous opportunity for advisers to reach a wider market. Supporting advisers is our core business, so we are delighted to be teaming up with unbiased.co.uk to ensure the value of advice message reaches as big an audience as possible with this innovative campaign.


For more information contact:

Lisa Grando/ Emily Falla/ Maddy Morgan Williams, Lansons Communications:  020 7294 3682

For expert commentary or case studies from over 190 media-friendly IFAs, journalists should visit www.unbiased.co.uk/bluebook.

Twitter: @unbiased_co_uk

LinkedIn: Unbiased.co.uk - Online networking for professional advisers

About unbiased.co.uk, the professional advice website

The unbiased.co.ukportal is a free and confidential UK-wide search matching consumers with local professional advisers: ‘find an IFA’, ‘find a mortgage adviser’, ‘find a solicitor’, and ‘find an accountant’. These searches enable consumers to find professional advisers by postcode, area of specialism, qualification and payment method. In 2011, unbiased.co.uk fulfilled around 450,000 searches for local, professional advice. 

Unbiased Ltd promotes the benefits of independent financial advice to consumers.  Unbiased Ltd is supported by the following companies:


Unbiased Ltd - Registered Office: 12-14 Berry St, London, EC1V 0AU.  Registered in England: No. 06775878)

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