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Follow on investment into Unbiased, UK’s leading online platform for finding Financial Advisers

15 December 2022

Follow on investment into Unbiased, UK’s leading online platform for finding Financial Advisers

YFM Equity Partners announces the completion of a £5m follow-on investment into Unbiased, the UK’s leading gateway to trusted financial advice. The latest investment follows YFM’s initial investment in 2019, bringing the total amount committed to £10.6m.

Unbiased’s tech-enabled marketplace connects consumers to the best, most well-suited financial professionals as well as providing introductory leads to the financial professionals themselves. The business has experienced substantial growth since YFM’s initial investment, with the launch of four new products: Enterprise, Simple, Essential, and Growth mid-pandemic. Additionally, new customer acquisition, conversion, and ROI measurement tools have all been implemented to support agile business growth.

YFM’s latest investment will be used to support the continued strong growth of its business by way of further investment in marketing, new products and services, enhanced functionality as well as international expansion, in order to deepen its offering and reach for both professionals and consumers.

Nick Holt, Portfolio Director at YFM said: “Unbiased have a brilliantly unique business model, being able to provide consistent levels of quality tailored leads to financial advisers while at the same time granting customers access to the best and most appropriate advice. We are excited to be continuing to back a proven team as they expand their business to ever greater success.”

Karen Barrett, CEO and Founder of said:” Unbiased’s mission is to empower everyone to make confident financial decisions. Over the last few years, we’ve seen a significant increase in the number of people seeking financial advice from our professionals and last year helped financial advisors close more than £15 billion in new assets under management (AUM). With the continued support and recent investment from YFM we can further accelerate our growth, supporting even more people to make confident financial plans.”

The YFM team working on the transaction was led by Nick Holt and Dave Hall.

Picture shows Unbiased team: Karen Barrett (CEO) Iain Thomson (CPO – Product) Rana Maitland (CPO – People) Nihal Pekbeken (CCO) Andrew McLean (CTO) Pim Piers (COO)

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