If the Find an Adviser site from the leading financial advisor professional body the Personal Finance Society is intended to help a meaningful number of consumers find the most professionally qualified financial advisors in the UK then I would question whether it has been successful.

I have received only 3 leads from the site in the last 12 months despite having a Chartered priority listing.  Of possibly more concern was that those potential clients were not looking for financial planning advice and the level of services offered by a Chartered Financial Planner.

This leads me to believe that the site is not only generating insufficient unique visitors each month but the visitors finding the site are unlikely to require the services of a Chartered Financial Planner.

I fully endorse Mike Fosberry’s comments in the latest edition of the Personal Finance Society magazine Financial Solutions, that 2000 Chartered Financial Planners is a heck of an achievement and one that needs broadcasting from the rooftops. However before reaching for the loud hailers I just wonder whether we should be looking closer to home by making the find an adviser site “fit for purpose”.

Might I suggest that currently a more fitting strap line for the site would be “for financial advice you can trust but can’t find!”