Unbiased has denied its upcoming marketing push is part of “directory wars” between itself and rival VouchedFor.
Today (3 May) the company unveiled a new brand and tools tat bosses at the IFA promotion company claim will mean advisers “never miss an opportunity to get a new client”.
A major multi-channel advertising campaign will also launch in May to coincide with the rebranding and will be seen on television, digital and outdoor media.
Michael Ossei, head of adviser products at Unbiased, said the campaign was on an “unprecedented scale” for a company in this market.
He was unable to say on what channel and at what time the television adverts would appear.
When asked by FTAdviser if the move into advertising on television was prompted by VouchedFor’s advertising campaign, Mr Ossei said: “There are no directory wars.”
VouchedFor launched a national televised advertising campaign in April featuring across Channel 4’s network.
Three quarters of VouchedFor’s adverts air in the day with the remaining showing at peak viewing times later in the evening and at weekends.
VouchedFor has put pressure on us to be out there and talk about our products. Michael OsseiMr Ossei said: “VouchedFor is going for high-net worth while we are not that kind of business - we cater for everybody. It is not head-to-head, it is almost complementary.”
But he admitted: “VouchedFor has put pressure on us to be out there and talk about our products.”
He said the rebrand will include new tools for advisers, including the new Location Plus add-ons and phone-call tracking, which means advisers will be able to find out who has called them and when.
More tools will be launched in the coming quarter, including the platform’s ability to “learn” what sort of clients advisers look for and redirect them appropriately.
Mr Ossei said: “This is so the adviser never misses an opportunity to get a new client.”
A spokesman for VouchedFor said: “We welcome the news that Unbiased are following in VouchedFor’s footsteps by launching a big advertising campaign.
“We both have similar missions - to motivate the UK public to take control of their long-term financial planning, and help them find good advice.
“It was a mission also shared with the Money Advice Service, until it was announced they will be radically downsized.”
