He is looking for advisers to join the service, which email leads when a customer searches for a local adviser.
Firms can also become revenue-sharing affiliates of payingtoomuch.com and set up their own branded version of the site to provide additional products for clients.
The service has a standard annuity income section for consumers to get online quotes to show how much their pensions could provide in retirement after taking into account their health and lifestyle.
Other advisory businesses that have signed up to the partnership programme, which was launched last December, include Essex-based Plan Money and London-based Skerritts Chartered Financial Planners.
