Unbiased.com Review
Key takeaways:
• Unbiased.com is a search tool used to look for a financial advisor.
• Unbiased does not directly provide investment advice, financial planning, portfolio management, or brokerage services through the matching portal itself.
• Unbiased Inc. is registered with the SEC in the United States as an investment adviser, while certain U.K. services are provided through Unbiased Group Services Limited, an appointed representative of Prosper Capital LLP.
If you’re thinking about using Unbiased.com or Unbiased.co.uk to look for a financial professional, take a look at our research first.
Overview of Unbiased
Unbiased.com is an online matching service that connects investors with financial advisors. The service is completely free for investors. Advisors who get matched pay Unbiased for leads and platform access.
The company also operates a similar service in the U.K. through the URL Unbiased.co.uk. The British service uses the same general model of connecting users with professionals rather than selling advice directly to the public through the site itself.
Neither operation directly provides personalized investment advice through the matching portal itself. Rather, the website is a matching platform that connects customers with financial experts. On the American side, the professionals can include registered investment advisers, investment adviser representatives, or broker-dealers. On the British side, Unbiased connects clients to financial advisers, mortgage brokers, accountants, and other professionals.
Is Unbiased Legitimate?
The U.S. branch of Unbiased is registered as an investment adviser with the SEC. Its CRD number is 323880 and its SEC number is 801-127102. It has been registered since 2023, so it’s a relatively new outfit. We do not see any major problems on the company’s SEC profile.
The U.K. operation has a longer operating history. Unbiased.co.uk’s legal terms identify Unbiased Group Services Limited as the entity behind certain U.K. comparison services, and that company is an appointed representative of Prosper Capital LLP.
Unbiased Group Services Limited’s registered office is in London, and the company is an appointed representative of Prosper Capital LLP for certain U.K. regulated activities.
Prosper is authorised and regulated by the Financial Conduct Authority (FCA) and has an FCA profile.
Unbiased Group Services Limited also has a profile with the FCA.
Its reference number is 980150. Customers who run into any problems with U.K. regulated activity may be able to use the complaint channels associated with the FCA-authorised structure.
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Is Unbiased Insured?
Unbiased does not hold client assets, manage assets, or have investment authority over customer accounts through its matching platform, so it does not offer FDIC or SIPC insurance. The financial advisors or broker-dealers it matches users with in the U.S. may offer such protections for customer assets, depending on the custodian, bank, or brokerage firm they use. Details on these policies, if they exist, will be provided by the financial professional at the point of account opening. Some of the advisors may also be able to provide excess SIPC coverage through their custodians or brokerage partners.
Level of Transparency
The British and American websites of Unbiased both have lists of questions that new advisors and customers typically have. The fee schedule is clearly shown to clients because the matching service is free to use. For advisors, Unbiased says it charges advisers a fee based on the value of the inquiry, which an advisor can choose to accept or reject based on the advisor’s own criteria and availability.
There are also educational articles on both sites that discuss a variety of topics, including how to hire a financial advisor, mortgages, and personal-finance issues.
Trustpilot
Trustpilot is known for hosting reviews from customers who report their experiences with businesses around the world. Sure enough, Unbiased itself has a large number of these public reviews, and we can do some more digging with them.
On Trustpilot’s profile for Unbiased, we now find about 12,260 reviews. All of these add up to an average rating of 4.5 out of a possible 5.0. Unbiased has claimed this profile and replies to most negative reviews.
Positive remarks typically center on the experience of finding a competent advisor through the platform. Negative remarks mention things like the amount of time required to get connected to a financial professional, the distance from the proposed expert, or dissatisfaction from the advisor side of the relationship.
Unbiased.com Review Judgment
Based on a consistent pattern of evidence, we believe Unbiased in both the United States and the United Kingdom is a legitimate company offering a free matching service to people who need help managing their money. Once this connection with a financial expert is made, a new set of questions must be asked regarding the advisor’s credentials and background. The answers can often be found on the same websites mentioned above, such as the FCA register and the SEC’s adviser database. Investors should conduct the same investigation on the financial experts and firms they select through Unbiased.
Updated on 7/23/2026.
Chad Morris has been analyzing investment firms for Brokerage-Review.com since 2015. Backed by FINRA Series 65, 66, and SIE credentials, his work reflects a deep knowledge of the retail brokerage industry and digital trading tools.
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