AdviceUK
AdviceUK is a UK national charity and the largest membership network of independent advice organisations, serving nearly 700 members across England, Scotland and Wales through products including AdvicePro case management, AdviceFinder directory, AdviceJobs, insurance, and training.
- Company typePrivate
- Founded1987
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What AdviceUK does
AdviceUK is a UK national charity, registered as a company limited by guarantee (Charity No. 299342, Company No. 2023982), founded in 1987 and headquartered in London. It operates the largest membership network of independent advice organisations in the UK, with nearly 700 members across England, Scotland and Wales who collectively advise approximately 2.8 million people per year on welfare benefits, debt, housing, immigration and related social-welfare issues. AdviceUK is authorised and regulated by the Financial Conduct Authority for insurance mediation activities.
The organisation's core products and services include AdvicePro, a fully-managed web-based case management system built specifically for advice organisations; AdviceFinder, a national directory of over 10,000 advice-giving organisations; AdviceJobs, a sector job board; insurance products (TDO and PII cover) with no initial excess; an online training portal; and a qualifications programme (currently paused for refresh). AdvicePro integrates with Trustfolio for credit reporting. AdviceUK also develops methodologies such as the Whole Person, Whole Community Approach and runs the Measuring what Matters project with eleven London members, supported by the Cornerstone Fund and City Bridge Trust.
AdviceUK's revenue is diversified across membership fees, product subscriptions (AdvicePro, AdviceFinder, AdviceJobs, insurance), training income, and government and trust grants. It manages the Scottish Government-funded Advice in Accessible Settings programme (up to £1.8 million annually) and is a delivery partner on Innovate UK-funded research. Liz Bayram has been Chief Executive since April 2023, leading a small staff team (11-50) and a Board of Trustees.
AdviceUK firmographics
Firmographics- Name
- AdviceUK
- Legal name
- AdviceUK
- Website
- https://adviceuk.org.uk
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AdviceUK is a UK national charity and the largest membership network of independent advice organisations, serving nearly 700 members across England, Scotland and Wales through products including AdvicePro case management, AdviceFinder directory, AdviceJobs, insurance, and training.
- Ownership category
- akta.pro rank
AdviceUK industry classification
Industry- Product category
- Charitable Advice Network Services
- NAICS
- Other Individual and Family Services (624190)
- SIC
- Services-Membership Organizations (8600), Services-Social Services (8300)
- akta.pro primary industry
- Financial Assistance & Benefits Navigation Services (BPAGAEAK)
- akta.pro secondary industry
- Helpdesk & End-User Support Services (BPAEABAB)
Keywords
Where AdviceUK is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
AdviceUK business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Membership Fees: AdviceUK generates revenue through membership fees from its network of independent advice organisations. Members receive recognition, discounted products and services, support, information, and access to a diverse community.
- Products and Services: Revenue from AdvicePro (case management system), AdviceFinder (directory listing), AdviceJobs (job postings), and Insurance products (TDO and PII cover)
- Training Services: Online training courses and qualifications for advice sector professionals including in-house training options
- Government Grants and Fund Management: AdviceUK receives and distributes government funding including the Advice in Accessible Settings fund from the Scottish Government (up to £1.8 million annually), and operates funded projects with partners
Go-to-market motion2 records
Distribution channels6 records
Marketing channels7 records
AdviceUK product offering
Product offeringCore offering
AdviceUK is a UK national charity and the largest membership network of independent advice organisations, supporting nearly 700 members across England, Scotland and Wales. It sells a suite of products and services to these members, including AdvicePro (web-based case management system), AdviceFinder (national directory of advice-giving organisations), AdviceJobs (advice-sector job board), insurance products (TDO and PII cover), and online training and qualifications, while also advocating for the advice sector with policymakers and managing government grant programmes.
Product overview
AdviceUK offers a suite of products and services supporting advice organisations. The core product portfolio includes AdvicePro (case management system), AdviceFinder (national directory of advice organisations), AdviceJobs (job board), and Insurance (TDO and PII cover). These are complemented by AdviceUK Training (online courses) and AdviceUK Qualifications (currently paused for refresh). AdvicePro integrates with Trustfolio for credit reporting and debt adviser support functionality.
Differentiator
Problem solved
Functional benefit
Brands
- AdvicePro: Fully-managed, secure web-based case management system developed specifically for advice organisations.
- AdviceFinder
- AdviceJobs
- Advice Saves
Products and services
- AdvicePro A fully-managed, secure web-based case management system developed specifically for advice organisations, enabling advisers to record cases, manage client data, and generate reports.
- AdviceFinder The only national directory of over 10,000 advice-giving organisations, allowing advisers to direct clients to the help they need.
- AdviceJobs A job board for advice-related jobs and career opportunities, allowing users to find or post jobs in the advice sector.
- Insurance Affordable TDO (Traded Option) and PII (Professional Indemnity Insurance) cover with no initial excess on policies, designed for advice organisations. AdviceUK is authorised and regulated by the Financial Conduct Authority for insurance mediation.
- AdviceUK Training Online training course programme for the advice sector covering welfare benefits, debt and money advice, employment law, housing, and telephone skills, delivered through the AdviceUK Portal with in-house options available.
- AdviceUK Qualifications Qualifications support provided by AdviceUK for advice-sector professionals; enrolment of new learners is currently paused while the offer is being refreshed.
- Membership Network Membership of the largest UK network of independent advice organisations, providing recognition, discounted products and services, support, information, funding updates, advocacy representation, and access to a community of practice for nearly 700 advice organisations.
Quantifiable outcome
- £1 invested in free specialist advice saves around £2.70 in wider public costs
- +2 more outcomes
Companies that use AdviceUK
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles3 records
AdviceUK technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
AdviceUK partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered core and supporting.
- TrustfoliocoreTrustfolio collaborated with AdviceUK and AdvicePro to provide 3 months' free access to client credit reports, integrating with AdvicePro Case Management System for enhanced adviser support.
- Wyser LtdcoreAdviceUK partnered with Wyser Ltd to help secure an Innovate UK grant for over £1m for a UKRI-backed programme to reduce bias in Automatic Speech Recognition (ASR) systems.
- University of BathsupportingUniversity of Bath is involved in the Innovate UK project led by Wyser Ltd to reduce bias in AI systems.
- Citizens Advice ScotlandsupportingCitizens Advice Scotland is part of the Innovate UK project consortium working on responsible AI adoption.
- AcassupportingAcas is part of the Innovate UK project consortium working on responsible AI adoption.
- ASAcoreASA is mentioned as a partner in AdviceUK's policy and partnership work.
- NHAS (National Homelessness Advice Service)supportingNHAS supports the Introduction to Housing and Homelessness training course offered by AdviceUK.
- Money and Pensions ServicesupportingThe Money and Pensions Service provides accreditation for AdviceUK's Introduction to Money and Debt Advice course.
- Black Equity OrganisationsupportingBlack Equity Organisation partnered with AdviceUK to develop a Windrush Compensation Support directory to help individuals find specialist organisations.
- Account3supportingPart of eleven London-based AdviceUK members involved in the Cornerstone Fund Measuring what Matters project.
- Age UK Lewisham and SouthwarksupportingPart of eleven London-based AdviceUK members involved in the Cornerstone Fund Measuring what Matters project.
- IKWRO Women's Rights OrganisationsupportingPart of eleven London-based AdviceUK members involved in the Cornerstone Fund Measuring what Matters project.
- London Chinese Community CentresupportingPart of eleven London-based AdviceUK members involved in the Cornerstone Fund Measuring what Matters project.
- IMECE Women's CentresupportingPart of eleven London-based AdviceUK members involved in the Cornerstone Fund Measuring what Matters project.
- Latin American HousesupportingPart of eleven London-based AdviceUK members involved in the Cornerstone Fund Measuring what Matters project.
- Merton Centre for Independent LivingsupportingPart of eleven London-based AdviceUK members involved in the Cornerstone Fund Measuring what Matters project.
- Arachne Greek Cypriot Women's GroupsupportingPart of eleven London-based AdviceUK members involved in the Cornerstone Fund Measuring what Matters project.
- Notre Dame Refugee CentresupportingPart of eleven London-based AdviceUK members involved in the Cornerstone Fund Measuring what Matters project.
- Youth LegalsupportingPart of eleven London-based AdviceUK members involved in the Cornerstone Fund Measuring what Matters project.
- St Pauls Advice CentresupportingPartner with Talking Money and AdviceUK on the Whole Person, Whole Community Approach funded by Aviva Foundation.
- Talking MoneysupportingPartner with St Pauls Advice Centre and AdviceUK on the Whole Person, Whole Community Approach funded by Aviva Foundation.
Scale indicators11 records
Recent moves6 records
Expansion highlights5 records
AdviceUK competitors and assessment
Company assessmentBroad incumbents
- Citizens Advice: The national umbrella for consumer and welfare advice in England and Wales; directly comparable as the largest advice network in the UK, providing case management tools, training, and policy advocacy, though operating as a much larger national charity with its own brand rather than a membership body.
- National Council for Voluntary Organisations (NCVO): The umbrella membership body for the voluntary sector in England; a broad incumbent peer to AdviceUK in providing membership, policy advocacy, and resources for charities, but operating at the wider sector level rather than specifically within advice services.
Direct peers
- Citizens Advice Scotland: Scottish sister network of Citizens Advice providing welfare, debt, and consumer advice; a direct peer of AdviceUK in Scotland, even partnering with AdviceUK on the Innovate UK AI bias programme, and competing for member advice organisations in the same geography.
- Money Advice Trust: UK charity that delivers debt advice training and supports free debt advice providers (including National Debtline and Business Debtline); a direct peer to AdviceUK in the training, qualifications, and accreditation of advice professionals, particularly in debt and money advice.
- StepChange Debt Charity: UK's largest specialist debt advice charity providing direct client-facing debt advice and policy advocacy; a direct peer to AdviceUK member organisations in debt advice services, and overlapping in training, policy influence, and sector data collection.
- Shelter: National housing and homelessness charity providing advice, support, and legal services; comparable as a major advice-giving charity serving overlapping client populations (housing, welfare benefits) with AdviceUK members, and competing for funding and policy attention in the same sector.
- National Association of Welfare Rights Advisers (NAWRA): UK-wide professional association for welfare rights advisers, providing training, conferences, and a community of practice; a direct peer to AdviceUK in serving and accrediting individual advice professionals, particularly in welfare benefits and tribunal representation.
- Rightsnet: Online community and resource hub for welfare rights advisers in the UK; a direct peer to AdviceUK in serving the welfare advice professional community, and the organisation AdviceUK explored merging with in 2025 before abandoning the deal in early 2026.
Regional players
- AdviceNI: Northern Ireland's independent advice network for welfare benefits, debt, housing, and immigration; a regional peer to AdviceUK operating the same membership and accreditation model in a different UK jurisdiction, with overlapping policy advocacy and training functions.
Emerging players
- Disability Rights UK: National charity led by disabled people providing advice on benefits, independent living, and rights; an emerging player peer to AdviceUK's disability-focused member organisations, with overlapping training and policy functions but a narrower specialism.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
AdviceUK social profiles
Digital presenceAdviceUK compliance and trust
Trust signalCompliance2 records
AdviceUK financial estimates
Financial estimateRevenue estimate
Valuation estimate
AdviceUK leadership team
Management profileNumber of profiles
Profiles2 records
AdviceUK funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AdviceUK M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AdviceUK
What does AdviceUK do?
AdviceUK is a UK national charity and the largest membership network of independent advice organisations, supporting nearly 700 members across England, Scotland and Wales. It sells a suite of products and services to these members, including AdvicePro (web-based case management system), AdviceFinder (national directory of advice-giving organisations), AdviceJobs (advice-sector job board), insurance products (TDO and PII cover), and online training and qualifications, while also advocating for the advice sector with policymakers and managing government grant programmes.
Is AdviceUK a public or private company?
AdviceUK is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was AdviceUK founded?
AdviceUK was founded in 1987. It employs 11 to 50 people.
Where is AdviceUK based?
AdviceUK is headquartered in London, United Kingdom, in the Europe region.
How does AdviceUK make money?
Four revenue lines are on record. Membership Fees are the primary driver. The others are products and Services, training Services and government Grants and Fund Management.
Who are AdviceUK's main competitors?
Broad incumbents on record are Citizens Advice and National Council for Voluntary Organisations (NCVO). Direct peers are Citizens Advice Scotland, Money Advice Trust, StepChange Debt Charity, Shelter, National Association of Welfare Rights Advisers (NAWRA) and Rightsnet. AdviceNI is listed as a regional player. Disability Rights UK is listed as an emerging player.
Does AdviceUK have an API?
No public API is recorded for AdviceUK.
What industry is AdviceUK in?
AdviceUK's product category is Charitable Advice Network Services. Its primary akta.pro industry code is BPAGAEAK, Financial Assistance & Benefits Navigation Services, with a secondary code of BPAEABAB, Helpdesk & End-User Support Services. Its NAICS code is 624190 and its SIC code is 8600.