The UK Financial Planner Website Index
We took the financial planners, IFAs and wealth managers that rank on page one of Google in 12 UK cities and checked each website against six tests anyone can verify. No opinions about design or copy, just whether the things a prospective client looks for are there. The result is a picture of which financial adviser websites in the UK do the basics best, and where most fall short.
Published 2 November 2026 · 96 websites scored · Evidence linked for every pass
Key findings
- Only 14 of 96 UK financial planner and IFA websites (15%) say what advice costs.
- Only 15 of 96 (16%) let a visitor book a first meeting online.
- 29 of 96 (30%) show the FCA Firm Reference Number a client needs to check them on the FCA register.
- 33 of 96 (34%) show reviews from VouchedFor, Unbiased, Google or a similar platform.
- One website passed all six tests: hamilton-financial.co.uk (Edinburgh). 10 passed none.
What we found
66 of 96 sites (69%) make the phone number tappable on the homepage, and 29 (30%) show the FCA Firm Reference Number a visitor needs to check them on the register. Every firm here is authorised; the question is whether a prospect can confirm it in one click.
The bigger gaps are the ones that help someone decide. Only 14 sites say what advice costs, even though Consumer Duty expects firms to help clients understand the price and value of what they pay for. Only 15 let a visitor book a first meeting without waiting for a reply. Only 33 show reviews from VouchedFor, Unbiased, Google or similar, and 22 name the advisers a client would actually meet alongside their qualifications.
These gaps are cheap to close. A plain fees page, a booking link, the FRN in the footer and a team page with letters after each name are a day or two of work on most websites.
The leading websites
Every firm that passed 3 or more of the six tests, ordered by score, then alphabetically. Each tick links to the page where we found the evidence. Firms that scored lower are counted in the totals above but not named.
| Website | City | Fees | Booking | FRN | Team | Call | Reviews | Score |
|---|---|---|---|---|---|---|---|---|
| hamilton-financial.co.uk | Edinburgh | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | 6/6 |
| frazerjames.co.uk | Bristol | ✓ | ✓ | ✓ | · | ✓ | ✓ | 5/6 |
| theprivateoffice.com | London | ✓ | · | ✓ | ✓ | ✓ | ✓ | 5/6 |
| holden-partners.co.uk | Leeds | · | ✓ | ✓ | · | ✓ | ✓ | 4/6 |
| humboldtfinancial.co.uk | Liverpool | ✓ | ✓ | ✓ | · | · | ✓ | 4/6 |
| leedsifa.co.uk | Leeds | ✓ | · | · | ✓ | ✓ | ✓ | 4/6 |
| meridenfp.co.uk | Birmingham | · | · | ✓ | ✓ | ✓ | ✓ | 4/6 |
| balancewealth.uk | Nottingham | ✓ | ✓ | · | · | · | ✓ | 3/6 |
| chnfc.co.uk | Leeds | ✓ | · | ✓ | · | ✓ | · | 3/6 |
| cleevefinancialplanning.co.uk | Bristol | · | ✓ | · | · | ✓ | ✓ | 3/6 |
| ewsfinancialadvisers.co.uk | Edinburgh | · | · | ✓ | ✓ | ✓ | · | 3/6 |
| harryrobinsonwm.co.uk | Cardiff | · | · | · | ✓ | ✓ | ✓ | 3/6 |
| hilltopfinance.co.uk | Manchester | · | · | ✓ | · | ✓ | ✓ | 3/6 |
| keithroseburgh.co.uk | Edinburgh | · | · | ✓ | ✓ | · | ✓ | 3/6 |
| latheandco.co.uk | London | · | ✓ | · | ✓ | ✓ | · | 3/6 |
| lawfm.co.uk | Sheffield | · | · | ✓ | · | ✓ | ✓ | 3/6 |
| lordstonefinancial.co.uk | Manchester | · | ✓ | · | · | ✓ | ✓ | 3/6 |
| murphywealth.co.uk | Glasgow | · | · | ✓ | ✓ | ✓ | · | 3/6 |
| pinnaclewealth.co.uk | London | · | ✓ | · | · | ✓ | ✓ | 3/6 |
| pkfs.co.uk | Nottingham | ✓ | · | · | · | ✓ | ✓ | 3/6 |
| prosperityfinancial.co.uk | Glasgow | · | · | ✓ | ✓ | ✓ | · | 3/6 |
| sovereign-ifa.co.uk | Bristol | · | · | · | ✓ | ✓ | ✓ | 3/6 |
| spectrumwealthgroup.com | Glasgow | · | · | ✓ | · | ✓ | ✓ | 3/6 |
| wealthwide.co.uk | Birmingham | · | ✓ | · | ✓ | · | ✓ | 3/6 |
| whateleywm.co.uk | Birmingham | · | ✓ | ✓ | ✓ | · | · | 3/6 |
Results by city
How page-one financial planner and IFA websites compare in each city. The leading site is named only where it passed three or more tests.
| City | Websites scored | Average score | Leading website |
|---|---|---|---|
| London | 9 | 2.2/6 | theprivateoffice.com (5/6) |
| Manchester | 8 | 1.6/6 | hilltopfinance.co.uk (3/6) |
| Birmingham | 4 | 2.8/6 | meridenfp.co.uk (4/6) |
| Leeds | 8 | 2.6/6 | holden-partners.co.uk (4/6) |
| Bristol | 8 | 2.1/6 | frazerjames.co.uk (5/6) |
| Glasgow | 7 | 2.0/6 | murphywealth.co.uk (3/6) |
| Edinburgh | 10 | 2.1/6 | hamilton-financial.co.uk (6/6) |
| Liverpool | 8 | 1.3/6 | humboldtfinancial.co.uk (4/6) |
| Sheffield | 10 | 1.7/6 | lawfm.co.uk (3/6) |
| Cardiff | 9 | 1.3/6 | harryrobinsonwm.co.uk (3/6) |
| Nottingham | 11 | 1.6/6 | balancewealth.uk (3/6) |
| Newcastle | 4 | 1.3/6 | None passed three |
The six tests
- Fees published 14 of 96
- The site states what advice costs, as a fixed fee in pounds or a percentage tied to the money advised on, such as “initial advice fee of 2%” or “financial plan from £1,500”.
- Online booking 15 of 96
- A visitor can book a call or meeting in a scheduling tool (Calendly, Microsoft Bookings and similar) without waiting for a reply.
- FCA number shown 29 of 96
- The firm’s FCA Firm Reference Number is shown on the page, so a visitor can check it on the FCA register. Saying “authorised and regulated by the FCA” without the number does not count.
- Qualified team named 22 of 96
- Named people are shown with their adviser qualifications (Chartered Financial Planner, CFP, APFS, DipPFS, MCSI and so on). A firm-level title such as “Chartered Financial Planners” on its own does not count.
- Click to call 66 of 96
- The homepage phone number is a tappable link, so a visitor on a phone can call in one tap.
- Independent reviews 33 of 96
- Reviews from an independent platform (VouchedFor, Unbiased, Google, Trustpilot, Feefo and similar) are embedded or linked.
How we did it
Sample. On 2 November 2026 we took Google’s organic page one for “financial planner” and “financial adviser” plus a city name in London, Manchester, Birmingham, Leeds, Bristol, Glasgow, Edinburgh, Liverpool, Sheffield, Cardiff, Nottingham, Newcastle. We kept every planning, advice and wealth management firm and removed directories and comparison sites, adviser networks’ find-an-adviser pages, a national investment platform and St. James’s Place partner pages, which sit on SJP’s own website rather than the partner’s. That gave 109 firms. 13 of them block automated visitors, so we could not check them and they are left out rather than marked down. 96 were scored.
Crawl. Our crawler identifies itself, follows each site’s robots.txt and reads at most six pages per site: the homepage plus the fees, team and contact pages it links to. It does not fill in forms or send enquiries. A test only passes if the crawler saved the page and the text that proves it.
Hand check. A person then read the evidence for every pass. Where the matched text did not mean what the test needs (for example, an inflation or growth rate looks like a percentage fee), we overturned it. There were 7 corrections, each recorded with its reason.
Limits. Six pages is not the whole site, and content that only appears after scripts run may be missed. A missing tick means we did not find the evidence in those pages, not that it does not exist anywhere.
Corrections. If your firm is listed, or should be, and you think we missed something, email ava@newgentech.ai with the page that shows it. We re-run the check and update the index.
Questions about the index
- What makes a good financial adviser website?
- One that answers what a prospective client checks before getting in touch: what advice costs, who the advisers are and what qualifications they hold, the firm's FCA Firm Reference Number, independent reviews, and an easy way to book a first meeting or call from a phone.
- Which UK financial adviser websites scored best?
- hamilton-financial.co.uk in Edinburgh scored 6 out of 6. Every firm that passed three or more tests is listed in the table on this page, with a link to the evidence for each pass.
- Should a financial adviser publish fees on their website?
- There is no rule that fees must be on the website, but Consumer Duty expects firms to help clients understand the price and value of what they pay for. In our sample only 14 of 96 sites said what advice costs, so a clear fees page is an easy way to stand out.
- Do financial advisers have to show their FCA number?
- Firms must make their regulatory status clear. Showing the Firm Reference Number on the website lets a visitor confirm it on the FCA register in seconds, which builds trust. Fewer than a third of the websites we checked showed it.
- How was the index put together?
- We took Google's page one for "financial planner" and "financial adviser" in 12 UK cities on 2 November 2026, removed directories and comparison sites, and checked 96 websites against six pass/fail tests. A person then hand-checked every pass.
Cite this research
NewGenTech (2026). The UK Financial Planner Website Index 2026. Sampled 2 November 2026. https://newgentech.ai/resources/uk-financial-planner-website-index
Journalists, trade bodies and firms are welcome to quote the figures with a link to this page. For the underlying data, email ava@newgentech.ai.
Also in this series
The same six-test approach applied to accountancy practices: the UK Accountancy Website Index.
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