Financial adviser leads: quality lead generation for financial services

Market-leading lead generation for IFAs

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 people who view your profile on our directory

Receive further enquiries matched to you based on suitability

Set your own criteria for your preferred types of clients

Specify minimum client asset levels

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 cost £52+VAT each).

Here’s how leads appear in your profile:

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

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

View our conversion tools

You can choose from 12 different advice types, tailoring your leads to the clients you want.

Every kind of financial lead at your fingertips

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.

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.

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.

Investment leads

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

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.

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.

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.

''We’ve scaled from two locations to 80 within two years; it's the best channel for us for building our business.''