Adviser comparison website VouchedFor will launch to the public on Monday after a year-long pilot.
The site, which allows clients to review the service offered by their IFA, initially trialled with 250 advisers. Next week consumers will be able to rate any of the UK's IFAs.
Advisers have expressed concern about potential reputational damage, but founder Adam Price said all comments undergo a strict vetting process.
"We publish all reviews, good or bad (unless they contain spam or abuse), and do give advisers a right of reply," he said.
"Unlike most review sites, we verify the identity of every reviewer. We ask IFAs to confirm each reviewer is a genuine client or, if they do not, we ask the reviewer to send us an email or letter from the adviser, which evidences their client relationship.
"We run numerous analyses looking for odd patterns in our data, and we would seek investigative support from the IFA's compliance officer, accredited body or even the FSA in the unlikely event that we suspected an IFA had misled us."
The average score left by the 400 clients in the pilot was 4.6 out of 5, Price said - evidence most were happy with the quality of service offered.
"There's huge demand for good financial advice, but people don't know who to put their trust in.
"There's about 20,000 IFAs in UK, generally operating in small firms and only known to existing clients.
"Our research suggests there are millions of clients out there who would recommend their financial adviser. VouchedFor gives them the platform to do so."
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