Unbiased’s US pricing page says its advisor plans start at $4,000 a month. Its terms add that each inquiry is bought separately with prepaid credits, and only SEC-registered firms can join. That’s a higher fixed cost than most lead services publish, though the leads are exclusive once you accept them. The Unbiased brand began in the UK in 2009; in the US it lists five states, and its pricing is aimed at established firms.
The short version
| Unbiased (US) | Wellspent | |
|---|---|---|
| What you pay for | A subscription, plus each inquiry you accept | A membership |
| Price | Plans from $4,000 a month; inquiries bought with prepaid credits | $89 a month ($890 billed yearly) |
| Exclusive? | Yes, once accepted; never sold to more than one advisor | Introductions go only to the advisor chosen |
| Who can join | SEC-registered firms; fee-only not required | Fee-only advisors, checked against SEC data |
| Where | New York, New Jersey, Texas, California and Florida listed, with a waitlist elsewhere | No state limits |
| Commitment | Auto-renews; cancel with 30 days’ notice before the next billing date | Cancel any time |
How Unbiased works
A consumer answers a few questions on unbiased.com and is matched with a single advisor, at no cost. On the advisor side, Unbiased describes itself as “a subscription service for advisors” that charges “a fee based on the value of your inquiry, which an advisor can choose to accept or reject.”
In practice, firms set the client assets, advice areas and locations they want. Matching inquiries arrive with a preview and a price in credits; accept one and you get the contact details, and nobody else can buy it. The platform also includes pipeline software, an automated welcome message and booking link, and analytics.
Some of Unbiased’s US advisor pages still carry 2023 launch copy, including a free trial that ended that July. Treat the pricing page and terms as the current documents, and confirm in a demo.
What it costs
The pricing has moved over time, and all three versions are still on the record:
- 2023. Unbiased’s FAQ lists per-inquiry prices from July 2, 2023, by the prospect’s stated assets: $50 up to $100,000, $175 for $100,000 to $250,000, $220 to $500,000, $300 to $1 million, $625 to $2 million, $850 to $4 million and $1,500 above that. A monthly subscription and location fee applied on top, at prices the FAQ doesn’t give.
- May 2024. The pricing page showed three plans: Standard at $1,000 a month with a six-month minimum, Premium at $2,000 with a six-month minimum, and Enhanced at $4,000 with a twelve-month minimum, each requiring 10, 20 or 40 locations, with inquiries “priced from $30.”
- April 2025 to now. A single line: “Plans starting from $4,000 per month,” with exclusive leads, pipeline software, an SEO-optimized listing, CRM integration, analytics and a dedicated account manager.
The current page doesn’t say whether inquiries are included. Under the terms, a firm must set up an automatic monthly credit purchase, and accepted inquiries are paid from those credits.
To put $48,000 a year in client terms: it’s the first-year fee on almost five $1 million clients at 1%, the median first-tier asset fee among fee-only firms, or on about eleven planning clients at the $4,500 median (Wellspent fee report). Kitces’ 2026 study put the typical cost to win a client across all marketing at $2,551.
The terms that matter
From Unbiased’s Professional Terms of Service, last modified October 11, 2023:
- Credits expire. Purchased credits are valid for six months, and expire immediately if the account ends.
- Refunds are narrow. Requests must be made within ten business days, with records of every contact attempt by phone and email. Qualifying cases are limited to duplicates, inquiries where both the phone number and email are invalid, obvious spam, a prospect who confirms the inquiry was a mistake, or a data deletion request. Refunds come back as credits, not cash.
- Many bad outcomes don’t qualify. No refund if the prospect doesn’t respond, doesn’t convert, turns out to have less money than stated, or is still shopping around, and none if your welcome message and booking link weren’t switched on.
- Speed counts. Each inquiry expires at a set time and can disappear if another firm accepts it first.
- Renewal. Subscriptions renew automatically for a year or the previous period, whichever is shorter. Give notice at least 30 days before the next billing date to stop it.
Who can join
Unbiased works “exclusively with firms that are registered with the SEC.” If your firm is registered with your state rather than the SEC, you can’t join. Its advisor page lists New York, New Jersey, Texas, California and Florida, with a waitlist for other areas. Fee-only isn’t a requirement.
What to ask in the demo
- What does the lowest plan cost today, and what minimum term and number of locations does it require?
- Are any inquiries included, or is every one bought with credits on top?
- What does an inquiry cost at my target asset level?
- How many inquiries do firms like mine see each month in my locations, and how many does a typical firm accept?
- Which version of the terms would I sign, and has the refund policy changed since October 2023?
Where Unbiased is the better choice
- You want exclusive, filtered inquiries. You set assets, advice areas and locations, preview each inquiry and pay only for the ones you accept. Nobody else gets the same name.
- You have the budget and the staff. A firm that can carry $4,000 a month and call every inquiry quickly gets a steady pipeline and the software to manage it.
- You chase large accounts. At $625 for a prospect with $1 million to $2 million in the 2023 price list, one signed client at 1% repays many inquiries.
Where Wellspent is the better choice
- You’re state-registered, or outside the listed states. Unbiased can’t take you. Wellspent is open to any fee-only advisor who passes the SEC data check, in any state.
- You’d rather have a fixed cost. $89 a month, with no credits, no per-inquiry fees and no auto-renewing annual term.
- You don’t want to race. Prospects write to you directly; introductions are never sold, shared or charged for.
- Being found where people ask first. Your verified record is read by AI assistants and search, with a monthly AI visibility report and quarterly press placement with media partners. Kitces’ 2026 study found online directories the cheapest source of new revenue, at $0.28 per $1.
Bottom line
Unbiased brings its UK model to the US: exclusive, filtered inquiries for SEC-registered firms, sold on a subscription that now starts at $4,000 a month plus credits. It fits a growing firm with a sales process and a budget to match. For a solo or state-registered fee-only advisor, it’s out of reach, and a Wellspent record at $89 a month is the simpler start. Compare the field in financial advisor lead generation companies and how much financial advisor leads cost.