A simple idea and a good one, not dissimilar to the responsiveness feature on Facebook (business) pages.
I can't think for a moment that anyone would want to work with an adviser who has slow response times, particularly when it comes to dealing with their personal finances.
It is still the case that the main source of leads to financial advisers is recommendations from existing clients, but despite that people will still want to get further information online. If an adviser is able to boast good response ratings from Unbiased, this will also help to reassure people.
Consumers will be able to view each adviser’s Response Rating on their Unbiased listing, which may help them make a decision about which adviser to contact. Advisers in turn can use this new feature to their advantage, as a high rating is another way to stand out in a competitive market.