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How do we make money?

Most of our revenues come from providing research and consultancy services to the investments and pension industry. As the costs of building our website grow, we have also started to activate “introducer revenues” for some of the provider sites you click through to.

Research – We collect industry data from different providers- on performance, assets and customers. We collect customer ratings and reviews. We frequently survey our readers and also bigger national groups. So we’re able to provide advisory services and research to providers – how do they compare, what do customers like about them, what isn’t so good, what do customers want? How could they be better? It's a combo of research and consultancy.

Content – Most financial companies make pretty dull content :0) We are engaged by some of them to write website copy, to write video scripts and even to design their websites and infographics. And MD Holly also writes for some of the national papers and is paid to speak at industry events.

Website revenues – We take a lot of time to test and review investment providers. We cover our costs for this work by setting up ‘introducer revenues’ for investment and pension providers. If you research a provider on our site, click through to their site and then open an account, we may get paid an introducer fee. Where we have any such relationship in place, this is clearly marked as the click-through button is bright orange!

Some of our content and videos may be sponsored by financial companies – this is always clear to see. We think it's a bit dodgy to look for sponsorship on product pages - "hi, we sell ISAs, buy our lovely ISA" - but it will be OK on our Tribes pages when the sponsors have good neutral informative content to share. Many of the large firms have whopping 'educational' content budgets and make some good helpful stuff. We feel OK about promoting that.

Look out for the colour orange on the site. This is us being as clear as we can be when anything on our pages has a commercial benefit to us, or is a sponsored arrangement.

Holly’s promise: “We are talking to you about your money. Any investment firm we say we like, we like. And we would say that to our sisters, our friends, our kids’ teachers... We don’t just say nice things about people who we think will pay introducer fees. As well as not being spivvy, this makes commercial sense. If you lot trust us, you’ll read our stuff and we’ll be relevant. If you don’t trust us, you won’t visit the site and we’ll just disappear. If you are more cynical, you can always filter the tables by other investors’ reviews and use this as your sense check.”

Sunlight is a great disinfectant

Anything on the site which has a commercial benefit to us is clearly marked in bright orange (eg click-throughs to provider sites), or is clearly noted as sponsored content.

Just to be squeaky clean and transparent, here is a list of firms which have been invoiced by us over the last six months for research or content projects which we run for the industry. Logo, sponsorships and affiliate revenues are not included separately as these are highlighted and visible on our site:

This list is correct as at August 2021

  • Aberdeen Standard Investments

  • Alliance Trust

  • Allianz

  • Artemis

  • Aviva

  • Baillie Gifford

  • BMO

  • Brewin Dolphin

  • Columbia Threadneedle

  • Fidelity

  • Freetrade

  • Hargreaves Lansdown

  • HSBC

  • Interactive Investor

  • JP Morgan

  • Jupiter Asset Management

  • Just Group

  • Legal & General

  • Marcus

  • Moneybox

  • Netwealth

  • OneFamily

  • Polar Capital

  • Profile Pensions

  • Prudential

  • Quilter

  • Tilney

  • Vanguard Asset Management

  • Virgin Money

  • WealthWizards

  • Wisdom Tree

If you are part of the industry and want to get involved with our research, events or content visit