What began as a platform for advisers has developed into a broader industry environment where advisers, lenders, providers and other financial-services professionals can share information, discuss issues, communicate directly and build stronger professional connections.

Alongside our professional community, CherryFind provides a consumer-facing way for people to discover mortgage, financial and insurance advisers and make contact with an adviser of their choice.

More than two decades on, Cherry continues to offer something distinctive: an established, independent environment built around communication, professional connections and the needs of the intermediary community.

A long-standing presence in a changing industry

Cherry was established in 2005, at a time when the internet was already changing how financial-services professionals accessed information and communicated with one another. Over the years, the mortgage and financial-services landscape has changed dramatically. Businesses have merged, new distribution models have emerged, technology has transformed the way advisers work, and the methods used to reach professional audiences have evolved. Throughout those changes, Cherry has maintained its focus on the intermediary community.

Our platform has provided a place for industry professionals to exchange practical information, raise questions, share experiences and engage with organisations that serve the market.

That history has created something that cannot simply be replicated by launching a new website: an established body of industry content, a recognised name and a community built over many years.

Connecting advisers and providers

The intermediary market works best when advisers and providers can communicate effectively.

Advisers need access to useful information, timely updates and opportunities to raise issues that affect their businesses and clients.

Providers need meaningful ways to communicate with advisers, explain their propositions, share information and understand the experiences of the professionals they serve.

Cherry provides infrastructure to support that dialogue.

Provider Forums

Our Provider Forums give participating organisations a dedicated space within Cherry where they can:

• Share news, updates and useful information.
• Publish case studies and supporting materials.
• Engage directly with advisers.
• Invite questions and feedback.
• Build awareness of their products and services.

Providers can request their own Provider Forum, and the platform is designed to facilitate communication rather than simply deliver one-way advertising.

A good example of the value of this approach is the engagement recorded in Santander's Provider Forum, where Cherry reported thousands of views and substantial adviser participation during 2025.

The objective is straightforward: better communication between the organisations serving the intermediary market and the professionals who work within it.

More than a website: a professional community

Cherry has accumulated a substantial archive of industry discussion over more than 20 years. Advisers and other authorised community members have used the platform to discuss practical issues, ask questions, exchange experiences and share information. This creates an enduring resource for the intermediary sector. For established professionals, it provides a place to exchange ideas and stay connected. For people newer to the industry, it can offer access to a wealth of historical discussion and practical experience.

The value of a community is not measured solely by the number of pages it contains or the number of visits it receives. It also lies in the conversations, connections and knowledge that develop over time.

Cherry's accumulated content and community infrastructure are important parts of its history and continuing proposition.

An independent approach

Cherry has always sought to operate as an independent platform rather than as a product provider, lender or financial-advice business.

We do not recommend or endorse the products or services of other companies.

Our role is to provide a platform for information, communication and connections.

We believe that advisers should be able to engage with providers, and consumers should be able to explore their adviser options, without Cherry dictating the outcome of those relationships.

What independence means in practice

• Providers can communicate with the intermediary community.
• Advisers can participate in professional discussions.
• Businesses can share information about their services.
• Consumers using CherryFind can choose which adviser to contact.

Cherry does not make the financial decisions for advisers or consumers. We provide the environment in which people can find information and make their own choices.

Our independence is a central part of our positioning. As with any online platform, users should assess information and services for themselves.

CherryFind: helping consumers find advisers

The intermediary community is only one part of the wider picture.

Consumers seeking mortgage, financial or insurance advice need accessible ways to find professionals who may be able to help them.

CherryFind is Cherry's consumer-facing adviser-discovery platform.

Consumers can search for local advisers using a postcode and refine their search according to the type of service they are looking for.

They can then choose how to contact an adviser, using the contact details provided in the listing.

A different approach to consumer connections

CherryFind is designed to help consumers discover advisers directly.

• Advisers can create a listing.
• Consumers can search for advisers by location and service.
• Consumers choose which adviser to contact.
• Cherry does not sell consumer enquiries to advisers as a lead-generation intermediary.

CherryFind offers free listings, with optional upgraded visibility available to participating advisers.

Our aim is to make it easier for consumers to find advisers while allowing the consumer to remain in control of the decision about whom to contact.

Explore CherryFind

A platform with a history — and opportunities ahead

The world of financial services continues to evolve.

Advisers are dealing with changing consumer expectations, new technologies, increased information demands and an ever-changing regulatory and commercial environment.

Providers are looking for more effective ways to reach and understand the intermediary community.

Consumers want accessible information and better ways to find appropriate professional support.

Cherry's existing infrastructure provides a foundation from which new opportunities can be explored.

These may include:

• Further development of the adviser and provider community.
• New ways to support meaningful provider–adviser engagement.
• Enhanced digital experiences for members and consumers.
• Additional industry information and intelligence services.
• New partnerships and opportunities to connect different parts of the market.
• Better use of the wealth of knowledge and content accumulated over the years.

These are opportunities to explore rather than promises of future performance. What matters is that Cherry has an established platform from which such developments can be considered.

Built on relationships. Open to the future.

Cherry's greatest asset is not simply its website.

It is the combination of its history, its community, its accumulated content, its relationships, its technology and its position within the intermediary market.

Building a new website is relatively straightforward.

Building an established professional community, developing lasting relationships with industry participants and creating a substantial body of relevant content takes time.

Cherry has been doing that since 2005.

We remain committed to providing an environment where advisers and providers can communicate, share information and support a better-connected intermediary sector.

Twenty years of experience. An established community. A platform with potential for the years ahead.

Find out more...

Join the Cherry community
Connect with fellow industry professionals and explore our forums.

Providers and industry partners
Discover how Cherry can support your communications with advisers.

Consumers and advisers
Visit CherryFind to explore the adviser-discovery service.

Welcome

So!   A very warm welcome to the largest ever community of people who work within the financial services intermediary sector.  Traditionally, Cherry was used by advisers but now, more and more Providers are seeing the value - and joining. 

Cherry has a forum area JUST for advisers and also has a 'Provider Forum' area where providers and advisers can talk, collaborate, and crucially, work together to iron out issues and make things better for all.  Every provider of services to advisers is entitled to their own free Provider Forum where they can advertise, promote, inform, load up case studies etc. to enable them to get their brand and their offerings 'out there' and thus to create more traction with advisers.    

Cherry has thousands of adviser users who can each visit Cherry whenever they wish - and do!  Our site traffic and newsletter readership is huge and we pride ourselves on helping to improve communication within the industry, between advisers and also between providers and advisers.  

We encourage Providers to join (and request and utilise their free Provider Forums), so that communication between them and the advises they serve, can improve and develop, in a way that improves standards and helps everyone.

More information

For advisers, Cherry provides an area of the web where mortgage, financial and insurance intermediaries can communicate amongst themselves about industry issues and gain access to industry news, press releases, products etc.  Join here (free)

Within the popular online forums numerous topics, including difficult to place cases, lenders and providers, regulation, the pros and cons of networks, pensions, general insurance and lots more are discussed.  View all adviser forums

For providers AND advisers - Cherry gives access to Provider Forums, where both groups can talk - as one.  Through these forums, the aim is to improve communication between providers and advisers and as such, providers (banks, building societies, specialist lenders, networks, tech providers etc.) can also now join Cherry (free) and request their own dedicated 'Provider Forum - also free'.  In this, they can chat directly with advisers to iron out 'creases' and they can even promote their own products and services FREE of charge.  

Cherry users

To date, members have added many thousands of forum topics and literally hundreds of thousands of comments, meaning there is a wealth of knowledge available to both experienced and new industry members.

The audience and chat continues to grow, with new members joining each day, and they, as well as existing members add numerous new topics and comments each month.  

Marketing /Advertising with Cherry

Advertising with Cherry offers fantastic opportunities for providers to promote their products and services to our adviser members - See advertising opportunities here. 

In addition, our consumer facing site www.cherryfind.co.uk offers advisers free advertising to consumers along with free leads.  More information can be found here as well as FAQs and an option to upgrade.

Contact us

To find out more, you are welcome to join (free) and browse the site and / or email info@cherryplc.co.uk or call us on 0151 633 2424.