Adviser asset

Our difference > Independence


Our independence is vitally important to us. Independence gives us the complete freedom to make the right decisions; to do the right things right, free from bias or conflicts of interest. It enables us to be highly responsive and agile. It keeps our costs low which helps us deliver lower cost services to advisers.

Our independence stems from the fact that we are an owner managed business with no controlling parent or strategic or commercial 'relationships’ that might introduce conflicts of interest or distort how we might behave.

We take our responsibility as an independent comparison tool very seriously. All of our relationships with platforms, product providers and other organisations are totally at arms-length. We take extreme care to ensure that no one party or player unduly influences us. Each and every commercial relationship that we have has to pass the test of being seen to retain absolute independence if subjected to the scrutiny of an IFA.

The only guide to what we say, do and deliver is our strong sense of independence and business ethics; values that we know IFAs share.


Unique business model

Most of our competitors make tools and then sell subscriptions to advisers. Our model is different. We start by looking at where we can add most value to the sector as a whole. This approach has enabled us to deliver unparalleled insights to platforms and product providers.



We focus on those areas where we know we can add the most value to the market as a whole. This is as much about what we don’t do as what we do.