Unbiased for advisers: what Unbiased Pro costs, and the pay-per-show alternative
An honest look at Unbiased Pro's subscription, enquiry prices, refund rules and contract, and when a pre-booked £500-per-show meeting fits your firm better (and when it doesn't).
On this page
Unbiased sells an enquiry you convert. We sell a first meeting that took place.
- You buy an enquiry after seeing area, location and stated assets
- Converting it into an attended meeting is on you
- £193–£857 + VAT per enquiry from £250,001 stated wealth
- Missed appointments are not refundable
- Subscription: 6-month minimum, 3 months' notice
- You buy a qualified show: the first meeting happened
- They picked the time, asked for one firm only, and are told your firm's name and FRN when you claim
- Self-declared £250k+ in DC pensions, reconfirmed on the call
- No-show? The credit goes back on your balance
- No subscription. £500 per show, no VAT added
Quick picks (pick one and skip the rest)
- You want volume across every wealth level, and a profile on a consumer brand: Unbiased Pro. Nothing on this page matches its reach: it claims "10,000+ monthly enquiries", a platform-wide figure that doesn't say how many are £250k+ pension cases.
- You want to see each enquiry before you pay for it: Unbiased Pro. You see the advice area, location, stated assets and message, then accept or reject.
- You want to pay only when a £250k+ pension client actually turns up: InvestmentsBooked (£500 per qualified show, no-shows credited, no subscription). Apply to join.
- You want reviews and a newspaper guide listing rather than enquiries: look at VouchedFor. We compare it on the VouchedFor alternative page, and the two directories head to head on Unbiased vs VouchedFor.
Unbiased Pro and InvestmentsBooked, side by side
Everything in the Unbiased column comes from Unbiased's own pricing page and help centre, checked on 27 September 2026. Links are in the sources note.
| What you buy | Price (£250k+) | Fixed costs | No-shows | Contract | |
|---|---|---|---|---|---|
| InvestmentsBooked | A qualified first meeting that took place | £500 per show, no VAT added, any pot £250k–£3m | None. Minimum purchase 10 credits (£5,000), valid 6 months | Credited back to your balance | No subscription, retainer or minimum term |
| Unbiased Pro | An enquiry you accept; converting it to an attended meeting is on you | £193–£857 + VAT per enquiry, by the client's stated wealth (levels 5–9) | Subscription (price on request) with mandatory credits: at least 40 × £1 + VAT per location per month | Not refundable | 6-month minimum, then rolling 3 months' notice (Enhanced: 12 months) |
These are different products, which is why the rest of this page converts both to the same unit: cost per attended first meeting.
How does Unbiased Pro work for advisers?
Unbiased runs a consumer matching service, a searchable adviser directory and a Marketplace of overflow and partner enquiries. On the adviser side it's a subscription product. Here's the model as its help centre describes it today.
The subscription and the mandatory credits
You pay a monthly subscription. Unbiased stopped publishing the price: the three financial adviser tiers on its pricing page (Self-employed, "Up to 5 leads a month"; Regional, "Up to 30 leads a month"; Nationwide, "Target an uncapped amount of leads") all show "Request pricing". Extra locations are £71 plus VAT each for financial advisers.
Inside the subscription you buy credits at £1 plus VAT each. For financial advisers the minimum is 40 credits per location per month, and Unbiased says they "are mandatory within your Subscription and cannot be reduced". You get a 5% monthly boost. Subscription credits last 6 months; top-up and refunded credits last 3 months. When the subscription ends, unused credits are cancelled and "are not eligible for reimbursement".
The price per enquiry
You spend credits (topping up if you run short) to accept enquiries. The price depends on the wealth level, and Unbiased says the tiers are "based on client-stated investible wealth and asset values". That's the client's own total across the bands they tick, not their pension value, and nobody has checked it at that point. From Unbiased's enquiry pricing table, ex VAT:
| Level | Client-stated wealth | Financial enquiry | Marketplace enquiry |
|---|---|---|---|
| Level 5 | £250,001–£500,000 | £193 + VAT | £135 + VAT |
| Level 6 | £500,001–£1m | £260 + VAT | £183 + VAT |
| Level 7 | £1m–£1.5m | £405 + VAT | £284 + VAT |
| Level 8 | £1.5m–£2m | £524 + VAT | £367 + VAT |
| Level 9 | Over £2m | £857 + VAT | £600 + VAT |
Source: Unbiased help centre, Enquiry pricing. The table is an image; the copy we downloaded on 27 September 2026 carries a last-modified date of 1 September 2026. Levels 1 to 4 (up to £250,000) run from £27 to £156. Some older Unbiased marketing pages still quote financial enquiries "from £30+VAT"; the help-centre table is the current one we could find.
Accepting, then contacting
An enquiry "is a potential lead, which you can accept or reject", and it stays open for 24 hours (48 at weekends). Before you buy, you see the advice area, where the person lives, their stated assets and any message. After you accept, the contact details are yours. Unbiased emails the client an introduction with your welcome message and booking link, so some will book themselves; the rest is your job: calling, emailing, booking the first meeting and getting them to turn up. Unbiased publishes a recommended 10-day contact cadence for exactly that reason, and suggests calling within an hour of accepting, ideally within 15 minutes.
Exclusivity after purchase
Unbiased is clear on this: "Exclusive to you once accepted. We never sell the same enquiry to another adviser. Ever." We take that at face value. What it can't promise is that the client hasn't also filled in a form somewhere else, and its refund terms treat a client who is "still researching and or shopping around" as your risk.
AI matching and SmartAccept
Unbiased describes "proprietary AI and machine learning models" behind its matching engine, which it says ran "over 2.1 million matching events in 2025". The adviser-side feature is SmartAccept, "our first AI-powered feature", which learns what you usually accept and accepts matching enquiries for you on weekday evenings (5pm to 9am), weekends and bank holidays. It needs 30 or more accepted enquiries in the last 200 days in that advice area, and it's free while in beta. If you've ever lost an enquiry because you were asleep, that's a sensible fix.
Price rises
- January 2024: Unbiased moved advisers to subscription plus minimum credits. Trade press reported the launch plans as Standard £302, Premium £1,292 and Enhanced £3,272 a month, ex VAT (Financial Planning Today, 14 December 2023). Those are historic figures.
- July 2024: subscriptions up 7.5% on average and lead charges up 11.5% for financial advisers and accountants, citing "the rising costs of inflation" (Financial Planning Today, 19 July 2024).
- 2026: a help-centre article, "Our pricing explained: sustaining your growth in a hypercompetitive market", explains "this price adjustment" by pointing to DIY platforms, Meta and Google advertising costs and AI chatbots cutting organic traffic. It doesn't say how big the change was or when it took effect, and we couldn't find that published anywhere.
Rising media costs are a fair explanation. The practical point for you is that the price you model today may not be the price in a year, and you won't find the subscription on the website.
What does an attended first meeting cost through Unbiased?
This is the comparison that matters, because an enquiry and an attended meeting are different things. Unbiased doesn't publish how many accepted enquiries turn into attended first meetings, and we're not going to invent a number. So here are three scenarios. The formula:
| Enquiry type | Price per enquiry | If 75% attend | If 50% attend | If 25% attend |
|---|---|---|---|---|
| Unbiased level 5 (£250,001–£500,000) | £193 + VAT | £257 | £386 | £772 |
| Unbiased level 6 (£500,001–£1m) | £260 + VAT | £347 | £520 | £1,040 |
| Unbiased level 7 (£1m–£1.5m) | £405 + VAT | £540 | £810 | £1,620 |
| Unbiased level 8 (£1.5m–£2m) | £524 + VAT | £699 | £1,048 | £2,096 |
| Unbiased level 9 (Over £2m) | £857 + VAT | £1,143 | £1,714 | £3,428 |
| InvestmentsBooked (any pot £250k–£3m) | n/a (you pay per show) | £500 | £500 | £500 |
Not like-for-like on client quality. Unbiased's tier is the client's self-stated total wealth (pensions, cash and investments); VouchedFor's price follows the adviser's minimum wealth setting; InvestmentsBooked requires £250k–£3m in defined contribution pensions, reconfirmed on the call. The figures compare cost per attended meeting from enquiries at each stated tier, not meetings of equal value. Unbiased figures are list prices for match and directory enquiries. Its Regional plan advertises a 5% enquiry discount and Nationwide up to 5%, subscription credits come with a 5% monthly boost, and Marketplace enquiries are cheaper (£135 to £600 at levels 5 to 9), so your effective price may be lower.
Worked example, level 5: £193 ÷ 0.5 = £386 per attended meeting if half of your paid enquiries turn up. At that level Unbiased is cheaper than our £500 per show unless fewer than about 39% turn up (£193 ÷ £500 = 0.386).
Worked example, level 7: £405 ÷ 0.5 = £810. At stated wealth over £1m, Unbiased only beats £500 per meeting if more than 81% of enquiries turn up (£405 ÷ £500 = 0.81).
Three things the table leaves out:
- The subscription. It isn't published, so we can't add it. Ask for a quote and divide it by the meetings you expect each month.
- VAT. Competitor prices exclude VAT. If your firm can't recover VAT, the cost to you is up to 20% higher; your accountant will know which applies. Our price is £500 per show, no VAT added.
- Your time. Unbiased's own terms ask for evidence of at least five contact attempts, by call and email, before most refund requests. Those calls cost something whether the client books or not.
And one that pushes it the other way: a meeting through InvestmentsBooked is priced the same across £250k–£3m, whereas an Unbiased client stating £300,000 costs £193. If most of your target clients sit at the lower end and your team is quick on the phone, Unbiased's per-meeting cost can come in under ours.
You can run your own numbers on our pricing calculator, and the longer version of this argument is in leads vs appointments.
What are Unbiased's refund rules and contract terms?
Refunds
From Unbiased's refund policy, checked 27 September 2026:
- Refunds are credits: "Refunds will not be made in cash."
- You must ask through the ProApp "within 10 business days after the date of purchase", with the documentary evidence Unbiased asks for.
- Refundable: a documented duplicate, an invalid phone number and email, spam, the client confirming in writing that the enquiry was a mistake or withdrawing consent within 10 business days, a GDPR erasure request, or a debt-advice-only enquiry.
- Not refundable, in Unbiased's words: "Enquiries once a meeting has been scheduled by the firm or the User, or where the User misses an appointment or decides not to continue after your initial outreach efforts"; clients who have "not been contactable, or responsive" where Unbiased verified their contact details; clients "still researching and or shopping around"; "misaligned objectives or expectations around fee paying"; and, without documentary evidence, wealth "lower or inconsistent with that originally declared".
- "The conclusion of Unbiased's refund investigations is final and cannot be overruled on appeal."
- Marketplace enquiries are refundable only for spam or a documented duplicate.
To be fair to Unbiased, a platform that sells enquiries can't refund on attendance: it doesn't control the booking. That's the structural difference, not a failing of its customer service.
Contract
- "All Subscriptions (with the exception of the Enhanced plan) are subject to 6-month minimum term and a rolling 3-month notice period."
- Written notice must be given at least 3 months before your renewal date. Cancelling the Direct Debit alone doesn't cancel, and you stay liable for the full 3-month notice period.
- Enhanced has a 12-month minimum term.
- Pausing enquiries "will not suspend your subscription or subscription credit payments".
How InvestmentsBooked handles the same things
Our remedy is also credits, not cash, so we won't pretend that part is different. The difference is what gets credited. A prospect who joins more than 15 minutes late or not at all is a no-show and the credit goes back to your balance. So does a cancellation that isn't rebooked within 7 days, invalid contact details, and a prospect whose pensions turn out to be under £250k on the call. If you set a higher minimum (£500k or £1m) and the prospect confirms pensions below the band you selected, the show is credited, even if they hold £250k or more. You flag a disqualification within 72 hours with a reason; we decide within 2 business days, and you can ask us to review the decision again. What you are charged for: a qualified show who doesn't become a client, objects to your level of fee, or wants time to think. Full rules on pricing and lead quality.
The commitment on our side: a minimum purchase of 10 credits (£5,000), and credits are valid for 6 months. That's money up front, and you should weigh it against Unbiased's monthly subscription. Credits that come back to your balance (a no-show, a cancellation that isn't rebooked, a disqualification or any other credit) come back with a fresh 6-month expiry. We supply appointments that match your filters well within the 6 months. If we ever can't before your credits expire, we refund the unused credits.
What does Unbiased do well?
- Volume and breadth. Unbiased claims "10,000+ monthly enquiries" and covers financial advice, mortgages and accountancy at every wealth level. If you advise on a wide range of needs, one subscription covers them.
- Consumer brand and trust. It's a name consumers get sent to. MoneySavingExpert links to it, and MoneyHelper's find-a-retirement-adviser page now links to it (alongside VouchedFor, SOLLA and the PFS) since MoneyHelper closed its own Retirement Adviser Directory in December 2025 (MoneyWeek, 23 December 2025).
- You choose what you buy. Seeing the area, location, stated assets and message before accepting is a control InvestmentsBooked doesn't copy in the same way.
- Published enquiry prices. The per-enquiry table is on its help centre. Many lead sellers don't publish anything.
- Verification and tools. SMS-verified leads, filters by pension size and delivery method, an Intelliflo integration on the Nationwide tier, and SmartAccept for out-of-hours enquiries.
- Post-purchase exclusivity, stated in plain words.
Is Unbiased Pro worth it for advisers?
For some firms, clearly yes. Unbiased publishes adviser testimonials such as MPI Financial's "33% conversion rate and a year one ROI of 4x" (a vendor-published case, so treat it as a best case rather than a typical one). The firms that do well tend to share three traits: they contact new enquiries within minutes, they accept a range of wealth levels, and they run a proper follow-up process for the ones that go quiet.
It's harder to make work if you only want clients with larger pensions and a small team. Each enquiry at £1m+ of stated wealth costs £405 to £857 plus VAT, the tier is based on what the client says, a missed first meeting is your cost, and the subscription runs for at least 6 months with 3 months' notice. The honest test is your own data: over the last six months, what did you spend in total (subscription, credits, top-ups, VAT), and how many first meetings actually took place? Divide one by the other. If that number is comfortably below £500, keep going.
When does InvestmentsBooked fit better, and when doesn't it?
InvestmentsBooked tends to fit when
- You want clients with £250k+ in defined contribution pensions, and nobody below.
- Your diary has room but your team doesn't have hours for chasing.
- No-shows are eating your budget and you want them credited.
- You'd rather not sign a subscription with a notice period.
- You're an independent firm (we only sell to independent advice firms, FRN checked).
Unbiased tends to fit when
- You want volume across all wealth levels and advice areas.
- You want to pick each enquiry before paying for it.
- You have a fast, disciplined contact process and good attendance.
- You value a profile on a consumer brand.
- You're a restricted adviser who can advise off-panel (Unbiased accepts those; we don't).
Two more things you should know about us before choosing. We don't publish conversion claims or testimonials; what we publish instead are the price, the show test and the credit rules. And we're not the only firm selling pay-when-they-attend pension meetings; other appointment setters do too, which we cover in the IFA lead generation companies comparison. What we offer is a published price, a published show test and a published dispute policy. Many firms will run a directory and pre-booked appointments side by side rather than choosing one.
See the appointment types we book, including pension leads and high net worth leads pages, and how a booking reaches your diary on how it works.
What should you check before signing up to Unbiased (or anyone)?
- Get the subscription price in writing, including what happens at renewal. It's not on the website.
- Put the notice date in your diary. Notice has to land 3 months before renewal, so the decision point is earlier than it feels.
- Track attended meetings, not enquiries. Keep a simple sheet: enquiries accepted, contacted, booked, attended, became clients. It's the only way to know your cost per meeting.
- Diary the refund window. Ten business days from purchase, with evidence of five contact attempts. Log calls and emails as you go.
- Watch credit expiry. Top-up and refunded credits expire after 3 months, and all unused credits go when you leave.
- Check how wealth is measured. Stated wealth across pensions, cash and investments isn't the same as a pension pot, and a lower figure on the call isn't refundable without documentary evidence.
- Apply the same scrutiny to us. Ask any appointment seller, InvestmentsBooked included, for its show definition, dispute window and who decides.
How we compared these (and why we're on the list)
This page is written by InvestmentsBooked, so we're not neutral, and you should read it with that in mind. We haven't bought Unbiased's financial-advice enquiries ourselves. Everything about Unbiased on this page comes from its own public pages, checked one by one on 27 September 2026, plus two dated trade-press reports on its price history. Where Unbiased doesn't publish something (the subscription price, attendance rates, the size of the 2026 price change) we've said so rather than guessed. The cost-per-meeting figures are scenarios, labelled as such, because nobody publishes the attendance rate.
Where Unbiased comes out cheaper (lower wealth levels, high attendance) we've shown it. Our own terms, including the minimum purchase and credit expiry, sit in the same table.
Sources, all checked 27 September 2026: enquiry pricing; Pro pricing page; Unbiased Pro; purchasing enquiries (credits); credits information; cancel or change subscription; professional terms of use; refund policy; how enquiries work; SmartAccept; our pricing explained; Unbiased press release, 4 Feb 2026; Financial Planning Today, 14 Dec 2023; Financial Planning Today, 19 Jul 2024; MoneyWeek, 23 Dec 2025. All Unbiased prices exclude VAT. InvestmentsBooked: £500 per qualified show, no vat added, minimum purchase 10 credits, credits valid 6 months. InvestmentsBooked is not authorised by the FCA and does not give financial advice. Unbiased and VouchedFor are trade marks of their respective owners. InvestmentsBooked is not affiliated with, endorsed by or connected to either company. Their prices and terms can change at any time, so check their current terms before you decide. If anything here is wrong or out of date, tell us and we'll correct it.