Advisers have expressed concerns about a new annuity comparison tool on the Money Advice Service (MAS) which links to the Saga Annuity Service, a tied agent.
The service has recently been overhauling its website, and, whereas previously it had an annuity comparison table, the new tool links more directly to sales.
One of the companies listed offering an annuity is Saga, although it is not made clear that the firm is in fact a tied agent, only selling Legal & General products.
Brian Hill, managing director at Jones Hill, said: "They're sending consumers into the lion's den to be at the mercy of tied advisers. It's completely bang out of order.
"We're funding our competitors here and that is absolutely disgraceful."
Another concern about the link to Saga is that, on the landing page visitors are directed to, there is effectively a pitch for business away from financial advisers.
It says: "Pension Annuity only accessible direct through the Saga Annuity Service, so if you're using a financial adviser don't forget to contact us directly to see if we can secure a higher income for you.
"A dedicated and experienced team provided by Legal & General who can help you through the process of buying a pension annuity."
With a number of commercial businesses already offering annuity comparisons, Ivan Hargreaves, of Inspired Financial Planning, questioned the need for the tool at all.
He said: "There are already lots of online services which help people shop around for an annuity, but we're not forced to fund any of the others."
A MAS spokesperson said: "Our objective with these tables is to suggest the best product for the customer (which could be Saga's), based on the information they input.
"We do not discriminate based on the business arrangements of any provider."
Meanwhile, the service today confirmed it had upgraded services across its website, with the number of comparison tables more than doubled to 18 and more than 20 template letters now available.
It also said its advice would now be more tailored, with a 'decision engine' considering how people arrive at the website and customising the content accordingly.
Bought plans in 1988 and 1989
To be added to model portfolio service
Launched 25 September