No one pays
No firm pays to be listed, featured or ranked higher. Positions are decided only by customer reviews.
The formula
Score = (reviews × rating + 50 × directory average) ÷ (reviews + 50)
The directory average is currently 4.88 out of 5, and it is the same for every firm. More reviews make a firm's score sit closer to its own rating; a handful of reviews pulls it towards the average, so a few perfect reviews can't top the list. The top three on each list are marked 1st, 2nd and 3rd. Firms with no reviews are listed last.
Where ratings come from
- Each firm's star rating and review count are copied from its Google business listing at the time the firm was added to the guide.
- We don't collect, write or edit reviews, and we don't remove bad ones.
- Ratings aren't updated automatically, so a firm's current listing may show more recent reviews.
- Where a firm's page shows individual reviews, they are shown as supplied; shortened reviews end with "…".
- Where no rating was supplied, the page says so rather than guessing.
See the rankings: financial advisers · mortgage advisers