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Since Quilter first explored the value of advice in 2018, the financial landscape has become more complex. Consumers now have more tools, platforms and information at their fingertips, but more choice does not always lead to better decisions.
Our latest research with Boring Money, based on more than 2,000 non-advised consumers, shows many people still need greater clarity, confidence and support when navigating financial decisions.
Where clients may need your support – key research findings
The findings point to opportunities to demonstrate the value of advice beyond investment selection –- from tax planning and pension consolidation to behavioural coaching and retirement planning. They also show the important role you can play in helping clients feel more confident about their financial future.
Many consumers understand advice at a high level, but do not recognise the full breadth of advice
76%
knew advisers could offer investment advice and financial planning.
44%
didn’t know advisers could help with tax planning.
60%
didn’t know advisers could support pension consolidation.
Interest in advice remains strong
- Almost three in five respondents said they were likely to seek financial advice in future.
- Younger people, women, HENRYs (high earners, not yet rich), and those who had previously taken advice were particularly open to it.
Advice matters when life or finances become more complex
- Retirement, tax planning, receiving a large sum, market volatility, and major financial decisions are key moments when people may value your
Consumers remain cautious about using AI for complex decisions
- Consumers use AI to learn, check information and understand financial concepts, but remain cautious about relying on it for complex decisions.
Behavioural biases continue to shape investment decisions
- Respondents reported common mistakes, including holding investments for too long, delaying investing, panic selling, missing allowances, and failing to diversify.
FAQs
Quilter commissioned Boring Money to update its Adviser Delta research and better understand how people manage their finances without advice, the challenges they face, and where financial advice can add value. The research was designed to help demonstrate the real-world benefits of advice, support financial advisers in explaining their value to consumers, inform marketing and thought leadership activity, and identify opportunities to support consumers with different forms of guidance and advice.
The research involved both qualitative and quantitative research with UK adults who were not currently receiving financial advice.
Boring Money conducted 11 focus groups with 67 savers and self-directed investors, covering a broad range of audiences including DIY investors, higher-net-worth investors, younger affluent individuals, retirees, inheritors, women investors and people considering investing for the first time.
It also surveyed 2,002 UK adults online. The majority had savings and investments of more than £50,000 and were not currently receiving advice, although some had used an adviser previously. A smaller group of higher-earning younger consumers (often referred to as HENRYs, or High Earners Not Rich Yet) was also included.
The research focused on non-advised UK savers and investors. While none of the respondents were receiving financial advice at the time of the research, 43% had used a financial adviser previously, providing insight from both those with and without experience of advice.
Boring Money designed and delivered the research programme on Quilter's behalf. This included:
- Reviewing and analysing existing industry and Boring Money research.
- Running a research workshop to shape objectives and methodology.
- Conducting 11 qualitative focus groups with investors and savers.
- Carrying out a quantitative survey of 2,002 UK adults.
Analysing the findings and identifying key themes around investing behaviours, financial decision-making, attitudes to advice, the role of AI, common financial mistakes and areas where consumers may benefit from support or advice.
Advice opportunities
Find out about latest advice opportunities and planning strategies you can implement to meet a wide range of clients’ needs, with know-how from our financial planning and technical experts.
Approver: Quilter, September 2026