UK Investors Prefer Human Advisors Over AI, but See Potential for AI Support

Recent research by Unbiased reveals insights on how UK investors view the role of artificial intelligence in financial advice.

Introduction

Artificial Intelligence (AI) is gaining traction across various industries, yet a new survey indicates that UK investors prefer the traditional human touch when it comes to financial advice. Conducted by Unbiased, a leading AI-enabled financial advice platform, the survey uncovers a delicate balance between trust in human advisors and the emerging capabilities of AI in specific roles.

Survey Findings: A Preference for Human Advisors

In a survey conducted with 800 UK adults seeking financial advice in August 2025, a striking 40% of respondents expressed that they would only trust their investments to a human advisor. In comparison, only 6% indicated that they would rely solely on an AI platform for financial guidance. This significant preference underscores the importance of personal connection in financial decision-making.

Trust Gaps and Concerns

The research reveals a notable trust gap regarding AI-generated advice. Among the respondents, 25% voiced concerns about the lack of human oversight, while 23% shared worries regarding the quality and accuracy of AI recommendations. Additionally, 19% highlighted data privacy and security as pressing issues, demonstrating a cautious outlook on fully adopting AI platforms for financial advice.

The Hybrid Model: Human Advisors Enhanced by AI

While a significant portion of investors values human guidance, there is also openness to a hybrid model. 34% of respondents expressed interest in a scenario where human advisors utilize AI tools to enhance their offerings. This inclination points to a promising opportunity for firms willing to adopt technology-enabled approaches.

AI in Action: Enhancing Efficiency and Accessibility

Consumers identified specific areas where AI could add value. 23% see potential in AI for matching clients with appropriate advisors, while 21% welcome AI for addressing general financial queries. By leveraging AI for routine tasks, advisors can not only improve operational efficiency but also maintain the vital personal touch that clients cherish.

Benefits of AI Integration

The most commonly cited benefits of incorporating AI into financial advisory roles include:

• Lower Costs (24%): AI streamlines processes, reducing operational expenses for firms.
• Faster Support (21%): AI tools can provide quicker responses to client inquiries.
• 24/7 Availability (18%): AI can offer assistance at all hours, making services more accessible.

Expert Insights: The Future of Financial Advice

Tim Grimsditch, managing director at Unbiased, remarked, “People want the human touch in financial advice. Trust and personal connection remain paramount, especially for life-changing decisions.” He emphasized that the future isn’t about choosing between AI and human advisors but rather about empowering advisors through responsible and transparent AI integration.

Complementary Roles of Advisors and AI

Annabelle Bryde, managing director and head of UK Private Bank at Barclays Private Bank, shares a similar perspective, asserting that AI will complement rather than replace human advisors. Benefits of AI extend to automating repetitive tasks and providing data-driven insights in areas such as portfolio optimization, risk management, and tax analysis.

Industry Outlook: Balancing Opportunities and Risks

As financial advisors recognize AI as both a significant opportunity and a potential risk, adoption rates remain low. However, the survey results indicate a growing consumer demand for innovative solutions that also prioritize trust. Advisors who responsibly embrace AI could find themselves gaining a competitive edge.

Financial Institutions Sentiment

According to Lloyds Bank’s latest Financial Institutions Sentiment Survey, there is a notable shift among institutions, which are beginning to see AI more as a valuable opportunity than a threat.

Conclusion

The findings from Unbiased highlight a pivotal moment in the financial advisory industry. While UK investors still prioritize human interaction for their financial needs, there’s a clear path for integrating AI in a way that enhances the advisor-client relationship. As the industry evolves, finding the right balance between AI efficiency and human empathy may define the future of financial advice.

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