Unbiased connects UK financial advisers to £37 billion of assets in 2024

Unbiased, the UK’s leading platform for matching people with qualified financial experts, has reported a record-breaking year for new assets under management (AUM) in 2024.

It has revealed advice enquiries worth £37 billion in new AUM were brought to financial advisers in 2024, up from £26 billion in 2023.

In 2024, over 10 million people visited Unbiased.co.uk, with 200,000 looking for a financial professional, including pensions and retirement advisers, accountants, and mortgage and insurance brokers.  

This growth has helped financial professionals nationwide grow their businesses, and people access qualified advice.  

The huge uptick in AUM was driven by requests for financial advisers that mainly focused on pensions, retirement planning, and investment management, which rose 27%. 

Helping to bridge the advice gap

Founder and CEO of Unbiased.co.uk

“Unbiased is moving from strength to strength, powering growth for financial adviser customers in both the independent and restricted sectors,” says Karen Barrett, founder and chief executive of Unbiased.   

“There’s a huge shift in intergenerational wealth in the UK, with £5.5 trillion expected to be passed down from older generations to children and grandchildren by 2050.

“And moreover, 60% of UK wealth is expected to be owned by women by 2025 – with this trend expected to continue over the next decade.  

“Unbiased is the easiest way for these newly wealthy groups to find a financial adviser, and we are proud to be adding billions of AUM to the financial advice industry in 2025.”  

Get expert financial advice

Whether you’re planning on retiring, investing, building your pension or buying a home, Unbiased can help.

Unbiased can quickly match you with a qualified financial adviser who can help you decide on the best course of action based on your unique circumstances.