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Our pricing explained: sustaining your growth in a hypercompetitive market

This article explains the market dynamics behind our recent pricing update and outlines our continued investment in the tools you need to succeed.

Why is our pricing changing?

At Unbiased, our commitment is to be the most powerful growth engine for your business. In a rapidly changing and increasingly competitive environment, fulfilling that commitment requires us to adapt. 

Building on a competitive 2025, this year is on course to be another record for competition for clients seeking financial planning and advice.  

This surge in demand has been driven by several key factors, including: 

  • Growth of DIY investing platforms: AJ Bell and Hargreaves Lansdowne grew by 19% last year, driven by heavy investment in marketing campaigns.   
  • Concentrated pool of high-value consumers: We calculate that there are only 40,000 new clients with £1m+ in assets available for acquisition each year.   
  • Aggressive competition: Large, PE-backed firms are scaling aggressively, with 1 in 5 UK financial advisers now working for private equity-backed business.  
  • Rising costs: Marketing costs continue to increase, with the average price per ad on Meta up 9% and Google Ad CPCs for finance up 15%.   
  • AI disruption: The rise of AI chatbots is reducing organic website traffic by 30-60%, making traditional digital marketing less predictable.    

To continue being your strongest source of new clients, we must navigate this competitive market effectively. This price adjustment allows us to maintain our significant marketing presence and continue driving the volume of valuable enquiries your business needs to thrive.  

Our continued investment in delivering value  

Our dedication to improving your experience is unwavering. We continue to invest in the platform to support the value of your subscription.   

Here are some of the key improvements we have delivered over the past year:  

  • Growing the advice market: We've optimised our marketing to drive greater consumer reach, bringing over £52 billion assets under management (AUM) into the industry in 2025.   
  • Unlocking the market's most valuable segment: 17x increase in enquiries from consumers with £1 million or more in investable assets over the last three years.  
  • Increased book of partners driving demand: We’ve added 27 new editorial and financial services partners, all of which drive high-intent enquiries.  
  • New wave of digital-first consumers: 65% of all UK Unbiased users in 2025 were net-new to the advisory market.  
  • Launch of SmartAccept®: In 2025, we launched SmartAccept®, a feature designed to boost adviser revenue by learning their unique preferences and automating client acquisition outside of working hours.   

Looking ahead  

We are also excited to share some upcoming enhancements planned for later this year:  

  • Consumer conversation data: Our new data-rich insights from firms across Unbiased will allow you to benchmark your performance against your competitors. You can see how you compare to similar firms across a range of conversion datapoints, allowing you to adjust as necessary.   
  • Enhanced distribution model: We're investing in smarter matching, including using conversion data from firms, so the enquiries you receive are more relevant to your business, saving you time and improving your conversion rate over time. 

We are confident that these investments, supported by the new pricing structure, will enable your business to thrive in today's market.