VouchedFor aims to tackle public’s lack of trust in advice with campaign reaching 3 million consumers

September 25, 2023

VouchedFor has announced its biggest-ever campaign for the 2024 Guide to Top Rated Financial Advisers, in a bid to change public perceptions of financial advice.

The campaign will share positive client stories and articles designed to help people understand the value of advice and promote the advice profession as a whole. It will also call out those advisers and firms who have received excellent client feedback on the VouchedFor platform.

Alex Whitson, Managing Director at VouchedFor, said, “Our data makes clear that most advisers do great work for their clients. But consumer press coverage of financial advice often focuses on the rare exceptions, damaging public trust in the profession.

“Advisers deserve better. And so do consumers. Particularly in the current environment, where flat stock markets, attractive cash savings rates and rising costs risk people going it alone and making decisions that don’t serve their longer-term goals.

“That’s why we’re trebling the reach of the 2024 Top Rated Guide campaign – because we want to do all we can to help people understand what advice is and how it could benefit them. What better way to do that than by sharing client stories.”

Previously distributed only in The Times, the 2024 Guide will also be distributed in The Mail on Sunday and The Telegraph.

The Guide will reach more than 3 million consumers, and will be featured in the three national titles across March, June and September, making it the largest consumer-facing campaign celebrating the financial advice profession.

The campaign has the support of the Consumer Duty Alliance, of which VouchedFor is an Affiliate. Keith Richards, CEO of the Alliance,said: “This is a fantastic consumer facing initiative to raise greater public awareness and ultimately stimulate engagement for the 8 million consumers who have a need for professional advice, the ability to pay for it, but who are not engaging, often due to lack of awareness or trust. The advice profession needs initiatives like VouchedFor’s Top Rated Guide to positively influence consumer perceptions and help bridge the advice gap”.