Routes

How people find a financial adviser in 2026

The map pack answers “near me”, an AI answer handles “is it worth it”, and a directory takes the shortlist. Reddit decides whether the shortlist is trusted, and LinkedIn is the last check before the call.

The route

  1. Map packLocal firms with complete profiles
  2. AI answerMoneyHelper, Unbiased
  3. Directory (Unbiased)Unbiased, VouchedFor
  4. Redditr/UKPersonalFinance
  5. LinkedInAdvisers who post weekly

The five searches that matter most

Where each one is actually answered. Shares are estimated from what we read across the surfaces.

  • financial planner [town]

    720 searches a month · estimated

    The map pack, then a directory page.

  • is a financial adviser worth it

    2,900 searches a month · estimated

    A YouTube video and a Reddit thread, before a website is opened.

  • how much does a financial adviser cost

    1,900 searches a month · estimated

    An AI answer quoting a fee table, if anyone publishes one.

  • pension transfer specialist

    880 searches a month · estimated

    A directory listing and an AI shortlist.

  • best financial adviser [town]

    260 searches a month · estimated

    Reviews and a Reddit thread. Nobody trusts a page that says “best”.

Who’s trusted there today

  • Unbiased

    Directory · Google, AI answers

  • VouchedFor

    Directory · Google, reviews

  • MoneyHelper

    Publisher · AI answers, YouTube

  • r/UKPersonalFinance

    Community · Reddit, AI answers

What the work usually is

  • A page that states fees in numbers, because every source that gets cited does.
  • The Google Business Profile and directory listings claimed, verified and consistent.
  • A worked example the AI answers can quote.
  • A reply in the thread that already ranks, written for the founder to post.

B2B services

6 → 56

qualified organic leads a month

The site rebuilt around tools people search for, then distributed to where they get cited.

Smart Solutions

See who owns your search

Tell us one search you’d like to win. We’ll open it live: who’s trusted at each stop, what they have that you don’t, and what it would take.

See who owns your search. Free, on the call.

Send us one search you’d like to win. We’ll open it live: who’s the answer today, what it’s built from, and what it would take to be you. You keep the plan either way.

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