How we make our money

A message from James Daley.

Fairer Finance’s ratings tables and advice are free for people to use – and we don’t take any kickbacks from companies for any links on our site

We pay for our research by selling access to the data which underpins our ratings via our Insight Portal. Companies can see data that relates to their own products for free, but they pay us to be able to see more depth, as well as to be able to compare themselves to others and to get market updates.

We also make money by helping companies improve their products and customer experience. We like to think of it as changing the industry for the better from the inside out. We have particular expertise in reviewing and rewriting companies’ terms & conditions or policy documents - part of fulfilling our mission to rid the world of complex small print. But we also offer a range of other research and consultancy services. You can read all about them in the business section of our website.

Finally, we make money by selling our Fairer Finance ribbons and star ratings to companies who do well in our tables. Companies who win a gold, silver or bronze ribbon - or a four or five star product rating - can buy a licence to use our endorsement on their website or in their marketing material. Whether a company chooses to buy our endorsement has no bearing on where they appear in our tables, or whether they are included. Our research is independent, and our Consumer Advisory Board is given the task of verifying that we don’t manipulate the data to serve our own commercial interests.

Fairer Finance is owned by its two founders James Daley and Andrew Freeman. Our polling partner, Opinium, also has a minority stake in the business. We use the profits we make to pay for our campaigning work and to grow our business.

James Daley Managing Director, Fairer Finance