Armchair Critic: I want an IFA who knows whose money it is

If Brendan Llewellyn were in the market for an IFA, this is how he would go about finding one...

clock

If our Armchair Critic Brendan Llewellyn were in the market for a financial adviser, what would he look for and how would he go about finding it?

    The search begins If I really am starting from scratch then where else but Google? I enter "Financial Adviser Richmond" and, at the top of the page, I notice some advertisements. I might skip these because that's what I'd normally do. If so, I'd miss IFAbrokers.co.uk, which is fine, but asks me to submit a form which, at this stage, I'm not ready to do. Similarly, there's Vouchedfor.co.uk which is excellent but, for me, I want some basic info before I contact an adviser, even if he is 'five star'. There's also an ad for Unbiased.co.uk but that's offering me a list of London adv...

To continue reading this article...

Join Professional Adviser for free

  • Unlimited access to real-time news, industry insights and market intelligence
  • Stay ahead of the curve with spotlights on emerging trends and technologies
  • Receive breaking news stories straight to your inbox in the daily newsletters
  • Make smart business decisions with the latest developments in regulation, investing retirement and protection
  • Members-only access to the editor’s weekly Friday commentary
  • Be the first to hear about our events and awards programmes

Join

 

Already a Professional Adviser member?

Login

More on Your profession

Advice firms report that around four in ten clients are vulnerable - MorganAsh

Advice firms report that around four in ten clients are vulnerable - MorganAsh

Data from the MorganAsh Resilience System

Jaskeet Briah
clock 28 May 2026 • 2 min read
Student loans present 'almost impossible' financial planning question

Student loans present 'almost impossible' financial planning question

To be a 'burden' for years to come, advisers say

Sophia Panayi
clock 28 May 2026 • 5 min read
Advice consolidation: Reputation, regulation and a transforming market

Advice consolidation: Reputation, regulation and a transforming market

Growth alone is no longer enough

Isabel Baxter
clock 27 May 2026 • 5 min read