Google, the search engine giant, is to launch free training and support for IFAs to help them take advantage of online business opportunities.
The search engine's IFAs in the Digital Age white paper reveals there is growing demand for online financial advice, with over 50,000 searches for the term ‘IFA' in the first quarter of 2010.
‘Unbiased financial advice' had 84% more online searches in February 2010 than February 2008.
Meanwhile, searches on financial related terms also increased 19% year on year in 2009.
To help advisers cope with this growing demand, Google is launching free training and support, which will be followed by an educational Google Loves IFAs webinar and other tools.
Google's white paper will be released on June 24 through adviser community website IFA Life.
It warns intermediaries are not doing enough to be found online and are missing the opportunity to capture leads.
IFA Life also notes although query volumes for advisers have increased, the majority of IFAs have failed to step up their internet presence with either a healthy website or online advertising.
Philip Calvert, founder of IFA Life, says: "As the internet is now part of people's lives, it's not surprising that they increasingly use search to find financial help and advice.
"What is not such good news however, is that IFAs are missing out on a wealth of opportunity online, and risk becoming increasingly sidelined in the online world if consumers cannot find them in searches."
