Our purpose
Clearwise was created to raise the standard of online information and reduce consumer harm.
Every day, millions of people search the internet for answers to common life problems. Yet the web is now flooded with unverified content, rapid-fire AI outputs, and articles that are outdated almost as soon as they’re published. Consumer confidence in online advice has fallen sharply as fact-checking declines and accuracy becomes harder to trust.
We started Clearwise to fix that.
Our mission is simple, we aim to protect consumers by:
i) publishing expert-backed information; and
ii) providing a trusted pathway to personalised advice whenever it’s needed.
Why Clearwise exists in an AI-driven world
AI is extraordinary - but it has also created new risks. Information that sounds convincing isn’t always correct. Confidence in online content has dropped because:
Many articles are now produced without subject-matter expertise
AI systems can present outdated or unverified facts with confidence
Readers are left unsure what - or who - to trust
Clearwise takes the opposite approach.
We publish guides and articles written and verified by real experts: experienced journalists, industry specialists, and respected professionals. Our experts come from places like the FT, BBC, The Times and other trusted institutions, and they maintain responsibility for keeping their topics accurate and up to date.
Our job is to cut through the noise and give you clarity you can rely on.
Where the name ‘Clearwise’ comes from
Our name reflects our philosophy.
Clear...
because information should be transparent, honest, and easy to understandWise...
because it should be grounded in real expertise, not guesswork or generic AI output
Everything we publish must meet that standard.
Our vision
We want to become the UK’s most trusted destination for expert-led information across life’s most important decisions - and the most reliable place to connect with professional help when you need it.
Clear, wise, and always on your side.