Trust in Human Advisers Remains Strong Despite AI Advances in Financial Guidance

London, 1 September 2025 – Recent research from Unbiased, the UK’s leading financial advice platform, has shed light on consumer preferences concerning artificial intelligence (AI) and human advisers in financial decision-making. Despite a significant technological push towards automation, the study reveals that a predominant majority of respondents favor human guidance over AI-driven platforms.

Key Findings from the Research

A comprehensive survey conducted among 800 UK adults actively seeking financial advice uncovered striking insights about consumer trust and the evolving role of technology in financial planning:

• Preference for Human Interaction: The survey indicated that 40% of participants prefer solely human advisers for managing their investments, while only 6% would entrust an AI platform exclusively.

• Hybrid Model Acceptance: Notably, 34% of respondents are open to human advisers employing AI tools, suggesting a growing acceptance of a hybrid approach where technology complements human expertise rather than replacing it.

The Value of Personal Connection

Participants emphasized the importance of personal interaction, often underscoring the comfort of “speaking to a person” or meeting face-to-face when making complex financial decisions. This sentiment highlights a crucial aspect of financial planning: the human touch. While technological efficiencies are acknowledged, the emotional reassurance provided through human relationships remains vital.

Trust and Concerns about AI

The survey also unearthed a significant trust gap among consumers regarding AI usage in finance:

• Human Oversight: 25% of respondents expressed concern about the absence of human oversight in AI-driven financial advice.
• Quality of Advice: 23% voiced worries about the potential for poor or inaccurate guidance from AI systems.
• Data Privacy: Additionally, 19% flagged concerns regarding data privacy and security, indicating a need for more robust safeguards in AI applications.

Such feedback characterizes the persistent reluctance among consumers to rely on AI for major financial decisions.

Limited but Valuable Role for AI

Despite the hesitance towards fully automated solutions, the research illustrates that consumers are receptive to the idea of AI supporting various financial tasks:

• Efficiency Benefits: Respondents highlighted benefits such as lower costs (24%), improved speed of support (21%), and 24/7 availability (18%) as positive attributes associated with AI.

• Specific Uses: Participants showed a willingness to utilize AI for tasks like adviser matching (23%), answering general financial queries (21%), and generating personalized reports (18%). This suggests consumers recognize the potential of AI in enhancing efficiency without diminishing the role of human advisers.

Insights from Managing Director Tim Grimsditch

Tim Grimsditch, Managing Director at Unbiased, commented on the findings:

“This research confirms what many in the finance industry suspect: people value the human element in financial advice. Trust and personal connection are paramount, particularly when making life-altering financial decisions. At the same time, there is recognition of AI’s capacity to enhance efficiency, cost-effectiveness, and accessibility. The future lies in empowering advisers with AI tools rather than replacing them.”

About Unbiased

Unbiased is a pioneering AI-enabled financial advice platform dedicated to enhancing individuals’ financial decision-making capabilities. As the largest facilitator of financial advisory connections, the platform addresses a range of financial needs—from retirement planning and inheritance to mortgages and accountancy.

Since its inception in 2009, Unbiased has generated over $100 billion in AUM opportunities for financial advisers and connects more than 10 million consumers annually to trusted financial expertise.

Contact Information

For media inquiries, interviews, or further insights, please reach out to:

Lisa-Marie Voneshen
Senior Content Writer
Email: [email protected]

Conclusion

The future of financial advice will not be defined by AI replacing human advisers, but rather by a synergistic relationship where technology enhances the advisory process. As consumer trust in AI remains cautious, the demand for personal connection suggests a resilient role for human advisers within the evolving financial landscape.