VouchedFor reviews for advisers: what it costs, and the pay-per-show alternative

Quick picks (pick one and skip the rest)

• You want reviews that make referrals and searches convert: VouchedFor Verified (£60 + VAT a month, 12 months). Nothing we sell replaces a review profile.
• You want a place in the Top Rated guide: VouchedFor. You need 10+ reviews since January 2025 averaging 4.5 or higher, plus Verified membership.
• You want enquiries at a published price: VouchedFor Unlimited. The rate card is public, which is rarer than it should be.
• You want to pay only when a £250k+ pension client actually turns up: InvestmentsBooked (£500 per qualified show). Apply to join.
• You're weighing VouchedFor against Unbiased: see Unbiased vs VouchedFor, or our Unbiased alternative page.

VouchedFor and InvestmentsBooked, side by side

VouchedFor figures come from its own help centre, checked on 27 September 2026. Enquiry prices are the ones VouchedFor has announced for 1 October 2026, four days after that check.

What is VouchedFor, and who owns it?

VouchedFor is a UK directory where clients review financial advisers, mortgage advisers, accountants and lawyers. Consumers search by location and advice type and see advisers ranked with their reviews. It describes itself, in its refund policy, as "not a typical lead generator or lead qualifying service", and that's a fair self-description.

Since 1 November 2023 it has been owned by Fintel plc, which paid £7.5m in upfront cash plus a contingent earn-out (Fintel announcement). Fintel's results for 2025, published 17 March 2026, put VouchedFor in its Software and Data division with £3.8m of revenue (Fintel FY25 results). Founder Adam Price's departure was reported in September 2025. For advisers, the ownership mostly matters in two ways: it's backed by a listed group that also owns Defaqto, and pricing decisions now sit inside that group.

The adviser plans, from VouchedFor's membership costs page (all plus VAT, all with a 12-month commitment that "will automatically renew at the end of the term"):

• Verified: £60 a month (£720 a year). A verified profile, more visibility, and a capped quota of enquiries whose size isn't published. Once you reach it, "you will no longer show up as available to contact in the search listings by default".
• Verified+: £90 a month.
• Unlimited: £96 a month (£1,152 a year), where "each direct enquiry is paid for, but uncapped". Unlimited + Verified Plus is £126 a month.
• Elevation: a firm-level plan at £45 per adviser a month.

What do VouchedFor reviews do for an adviser?

This is VouchedFor's strongest suit, and it deserves a fair hearing. VouchedFor's 2026 guide reports 411,180 verified reviews on the platform (VouchedFor Guide 2026, March 2026), and VouchedFor says it will "verify the identity of all reviewers, and never remove or edit negative reviews". A good profile helps in three places:

• Referrals. When a client recommends you, the friend usually looks you up. A page of recent, verified reviews gives them a reason to get in touch.
• The Top Rated guide. Qualifying needs "10 or more reviews on VouchedFor since January 2025 with an average rating of 4.5 or higher", plus "an overall rating of 4.5 or higher based on your client and first impression reviews", and passing the Verified membership checks. VouchedFor says 2,784 advisers qualified in 2026. The guide is distributed in The Times and The Telegraph and, VouchedFor says, shared with 5,000+ accountants and solicitors (guide criteria).
• Signposting. Since MoneyHelper closed its Retirement Adviser Directory in December 2025, its find-a-retirement-adviser page links consumers to VouchedFor (along with Unbiased, SOLLA and the PFS). MoneySavingExpert links to it too.

The limit is one VouchedFor is open about: it describes itself as "not a typical lead generator or lead qualifying service" and says it "cannot guarantee the quality or volume of enquiries you receive". Its directory and Matched enquiries do introduce new clients, but a review profile alone won't guarantee a steady flow of new £250k+ pension clients. For that you either buy enquiries (Unlimited), buy pre-booked meetings from someone like us, or build your own marketing.

What will VouchedFor enquiries cost from 1 October 2026?

VouchedFor's enquiry pricing page says "From 1 October 2026, new enquiry prices will come into effect" for the Unlimited plan. "Pricing is based on the criteria selected within your VouchedFor profile, such as minimum wealth level", prices exclude VAT, and "Charges apply per enquiry received and are in addition to your subscription fee."

Three things to notice:

• These are announced prices. On 27 September 2026 they hadn't taken effect, and the page doesn't show the rates they replace, so we can't tell you whether they're a rise.
• The price follows your setting, not the client. A firm set to £1m+ pays £599 for every enquiry; a firm set to £250k+ pays £239 even when the client has £2m. Unbiased works the other way round, pricing on the client's stated wealth.
• You're charged per enquiry received. Unlimited members are also "opted into these Matched enquiries by default": enquiries from affiliate partners (its refund policy gives The Times and MoneySavingExpert as examples). VouchedFor says many of those consumers "are earlier on in the process of deciding to work with an adviser".

What does an attended meeting cost through VouchedFor?

VouchedFor doesn't publish how many enquiries become attended first meetings. Nobody does. So here are three scenarios rather than a single guess:

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.

At the £250k+ setting VouchedFor comes out cheaper per attended meeting than £500 if more than about 48% of enquiries turn up (£239 ÷ £500 = 0.478), before the monthly fee. If your firm is good at converting enquiries into meetings, that saving is worth having, and you should know it. Two more things to add: the calls it takes to book each one, and 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. You can model your own numbers on the pricing calculator.

What are VouchedFor's refund rules and contract terms?

From VouchedFor's enquiry refund policy (marked "updated as of 22/05/2023", checked 27 September 2026):

• "All refund requests must be raised within 3 working days of receiving the enquiry."
• Uncontactable: after 3 attempts by phone and email, the first within one working day, and VouchedFor also can't reach them.
• Incorrect service match: for example you aren't authorised for the service, the client is outside the UK, or the assets shown on the enquiry form don't meet your stated criteria.
• Spam and duplicates (including existing clients and enquiries that went to a colleague in your firm).
• Not refundable: "The enquirer does not attend a follow up appointment or chooses not to proceed further after your initial contact attempts"; "It later transpires that the enquirer's wealth level is lower than that stated on the enquiry form"; and non-conversion because of "cost, or proceeding with another adviser".
• VouchedFor can recharge a refunded enquiry "if it later transpires that you have provided a service for the enquirer".

On contract: every plan has a 12-month commitment and renews automatically at the end of the term. That's a longer minimum than Unbiased's 6 months, though with a published monthly price.

For comparison, InvestmentsBooked credits a prospect who joins more than 15 minutes late or not at all, a cancellation not rebooked within 7 days, invalid contact details, and anyone whose pensions turn out 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; we decide within 2 business days, and you can ask us to review the decision again. Like Unbiased's refunds, our remedy is credits, not cash (VouchedFor says it refunds the cost of an approved Unlimited enquiry). We charge for a qualified show who doesn't become a client, objects to your fee level or wants time to think. The detail is on pricing and lead quality.

What was VouchedFor's 2013 pay-per-meeting pricing?

This bit of history matters to us, because it's the closest thing to a precedent for what we do.

In February 2013 Money Marketing reported VouchedFor charging advisers a £10 monthly subscription plus a fee per meeting: £79 with no asset minimum, £99 for clients with £50k+, £199 for £100k+ and £299 for £250k+, all plus VAT. It had just added a £30 admin fee where the client told VouchedFor about a meeting before the adviser did, in other words where the adviser hadn't reported it.

Some advisers weren't happy. David Shirley of Suttons IFA told the magazine he'd paid for three meetings from seven leads: "From a spend of over £290 on leads, I earned an income of £500. After my company expenses and tax, I am actually out of pocket." Founder Adam Price said: "The leads are not vetted, VouchedFor.co.uk passes the client query in full to the adviser for them to decide whether to meet the client. We feel charging by appointment is fair but we are reviewing this and looking to introduce a more manageable system."

VouchedFor no longer charges per meeting; today it charges per enquiry on top of a subscription. We couldn't find a public record of exactly when or why it changed, so we won't pretend to know. What the 2013 article does show is where per-meeting pricing gets difficult:

• Who says the meeting happened? A charge that depends on the adviser reporting it invites disputes. My reading (not VouchedFor's stated reason) is that the £30 admin fee was aimed at exactly that.
• What counts as a chargeable meeting? With unvetted enquiries, advisers were paying for meetings with people who couldn't afford advice.

That's why we publish our show test (a genuine conversation of at least 10 minutes about their retirement, with the person who booked, who confirms £250k+ in DC pensions and wants regulated advice), our credit rules and our 72-hour dispute window before anyone buys. Whether that's enough is for your own numbers to show: you mark every outcome yourself, so you can see booked, attended, charged and credited for your firm.

When does InvestmentsBooked fit better than VouchedFor, and when doesn't it?

They aren't mutually exclusive. A firm with a strong review profile will convert our meetings better, because the prospect often looks you up before the call. We don't publish conversion claims or testimonials, and we're not the only business selling pay-when-they-attend pension meetings (see the IFA lead generation companies comparison). If you want to understand the difference between buying enquiries and buying meetings in more depth, read leads vs appointments, or see how a meeting reaches your diary on how it works and the pension leads page.

What should you check before signing up to VouchedFor (or anyone)?

• Diary the renewal date. Every plan renews automatically after 12 months.
• Choose your minimum wealth setting deliberately. It sets the price of every enquiry. Model it with your own enquiry-to-meeting rate.
• Decide on Matched enquiries. Unlimited members are opted in by default, and VouchedFor says many of those consumers are earlier in the process.
• Diary the 3-working-day refund window. It's short. Make your contact attempts on day one and log them.
• Track attended meetings, not enquiries. Enquiries received, contacted, booked, attended, became clients. That's your cost per meeting.
• Ask us the same questions. Any appointment seller, InvestmentsBooked included, should show you 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 read it knowing we're not neutral. We haven't bought VouchedFor's financial-advice enquiries ourselves. Every VouchedFor fact here comes from its own help centre, guide site and homepage, checked on 27 September 2026, plus Fintel's published results and a dated 2013 Money Marketing report. The enquiry prices are VouchedFor's announced prices for 1 October 2026. Where VouchedFor doesn't publish something (the Verified quota size, attendance rates, the previous rate card) we've said so. The cost-per-meeting figures are scenarios, not measurements.

Where VouchedFor is cheaper (the £250k+ setting with good attendance) or better (reviews, reputation, published pricing), we've said that too.

Sources, all checked 27 September 2026: enquiry pricing; membership costs; enquiry refund policy; Unlimited plan overview; enquiry quota; Top Rated criteria; VouchedFor homepage; Fintel acquisition announcement; Fintel FY25 results, 17 Mar 2026; Money Marketing, 21 Feb 2013; MoneyWeek, 23 Dec 2025. All VouchedFor 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.

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