In part it depends on what you are looking for. Many will use lifetime cashflow modelling to plan for retirement, some are specialised in tax avoidance, some will offer various levels of service priced differently (for example you could consolidate pensions & start investing, without paying for full financial advice).
I found the Meaningful Money Podcast really helpful as a way to understand what I needed and what I was paying for. You don't need to listen to all of them, but if you pick the relevant "ultimate guides" they are very helpful and understandable, even to a novice.
https://meaningfulmoney.tv/?s=the+ultim ... g&cat=1842
I'm with EQ Investors and find them very good. Their fees are transparent and competitive, and they offer fully screened ESG portfolios. My investments with them have performed well and I'm much happier knowing that I'm not funding fossil fuels, tobacco firms, arms firms or many other industries that contribute to harming people or planet, which are standard with almost all investment portfolios. They are a B Corp, and are staff owned. I went to them after years with one that I didn't really like, and meeting with numerous others.
I also really like The Path, for similar reasons.
https://thepath.co.uk/?gclid=EAIaIQobCh ... gKXdPD_BwE
Both of these options will give you good financial advise, and the chance to invest in positive portfolios.
The Make My Money Matter org is also very helpful.