Formed in October 2009, What Group combines over 90 years experience in the provision of financial services to professional Financial Intermediaries and their Clients.

What Partnership - provides a fresh approach for the changing world of financial services and offers professional advisers new opportunities to generate income. Seeking to provide access to fresh markets, through a considered collection of products and services, What Partnership delivers revenue generating opportunities from alternative investments. Visit the What Partnership website.

What Insure - provides the financial services sector with access to unique and market leading point of sale systems for general insurance applications for personal and commercial clients. Net priced underwriting for personal insurance products means that we can provide you with the wholesale priced product enabling you to have complete control over the end pricing for the client and ultimately commission income. Visit the What Insure website.

What Compare - is the first product comparison website designed specifically for professional Advisers and their Clients. Offering a true comparison from panels of market leading providers which is designed to be driven by individual needs, not just price. What Compare is designed to focus on delivering quality, value and convenience in the products and services offered and extends the range of products and services that you can offer. By introducing your Clients to the service you offer real added value to your own service proposition as well as extending your passive revenue earning potential.


The Group companies operate in the following areas: