Other companies are paid by employers, who then provide the products free of charge to their employees as an employee benefit. In these cases, they likely have quite different business models. But for those services that do act as lead generators, there are important considerations about whether and how best to communicate information to the consumer about the nature of the recommendations being made.
M. Fjællegaard Jensen and J. Blundell, Income Effects and Labour Supply: Evidence from a Child Benefits Reform. Among many contributions, see N. Eissa and H.W.