The problems facing consumers in pursuing complaints against suppliers through the courts are well known and have given rise to the development of alternative strategies. This paper considers the development and use of one such strategy — the ombudsman — in dealing with the complaints of consumers against insurers, banks and building societies. The decisions to create these schemes can be seen against a background of the radical changes in the financial markets during the 1980s. However, the practice of the different ombudsmen is also influenced by the history, rules, practices and commercial contexts of their respective industries. It is argued, for instance, that the ombudsmen have developed standards of fairness which enable them to step outside established law and practice. However, the extent to which each is willing to do this may depend on the history and legal context of the relationships which a particular sector has had with its customers.