Unbiased? What's behind the latest adviser concerns?

'Unbiased' - the clue is in the name. Yet advisers and a consultant have doubts the company is living up to its promises. One feature in particular is seen as a sting in its tail. As The Yardstick Agency founder Phil Bray - a former marketing director at adviser network Sense - found in his recent research, the directory's 'response rating' tool may be awarding higher scores to some firms irrespective of their actual responses to enquiries. For instance, accepted enquiries seemed to rate higher than declined ones. The response rating feature was launched in February as a consumer g...