choose-wisely.co.uk is a simple, easy-to-use price comparison website that offers consumers clear, fair and transparent comparison of a range of financial products including bank accounts, credit cards, personal loans and prepaid cards. The software behind the site is also available to 3rd parties who can use Choose Wisely's price comparison technology to power their own sites. Choose Wisely has a number of unique features including Optio Score, a unique rating system that represents a qualitative assessment of each product featured on the site. Optio Scores are compiled from ratings of simplicity & ease-of-use, features & benefits, fees & charges and opinion & sentiment drawn from a variety of review sites, social media outlets and online forum discussions. The site also offers providers access to Sophos Score, a unique trust rating system that measures how trustworthy consumers are that apply to them from choose-wisely.co.uk.