Huntswood launches Complaints360 for financial advisers

Huntswood has launched Complaints360, an integrated complaints service for financial advisers that combines complaints specialists, AI technology and managed services. The service is designed to support firms throughout the complaints process and help them improve customer outcomes.

Huntswood currently helps manage more than 280,000 complaints for UK financial services companies each year, including investment firms. Complaints360 is intended to help firms shift from reactive complaint handling toward identifying recurring problems and using complaints data to strengthen customer service and compliance.

Huntswood research found that 32% of UK consumers had made a complaint to a company over a 12-month period, and 46% of those complainants had raised more than one complaint. Among consumers who said they were complaining more than five years ago, 64% cited worsening service or poor product experiences, while 29% pointed to improved complaints processes and 22% said social media and review platforms had made it easier to prompt change.

Huntswood executives said the platform can help firms identify root causes more quickly, improve consistency and regulatory compliance, and use complaints insight for continuous improvement. The company also linked the launch to the FCA’s Consumer Duty, which has increased pressure on firms to demonstrate good outcomes and learn from client feedback.