The value of advice has risen amidst Budget speculation and market uncertainty, new research from Royal London has revealed.
The firm’s 2025 Meaning of Value research, carried out in collaboration with the lang cat, found 68% of consumers who pay for advice rate it as good or excellent value for money, an increase from 53% three years ago.
Now in its third year, the report reveals that, more than ever, people are seeking not only help in meeting their financial goals but also peace of mind and expert guidance for later life planning.
The findings indicate that when working with an adviser, consumers highly value support in achieving their financial objectives, reassurance, and assistance in developing a robust financial plan. When it comes to choosing financial services products, the top priorities are quality of service, trustworthiness, and competitive pricing.
Advisers also play a crucial role in helping clients cut through market noise, providing clear advice and reassurance during periods of uncertainty. Almost all (97%) advisers said they have had clients reach out to them regarding recent Budget speculation.
The research also found a significant shift in consumer behaviour and adviser perspectives around the growing role of artificial intelligence in managing personal finances.
Over half (55%) of those with incomes above £60,000 now use AI services in some form to help manage their finances.
Jamie Jenkins, director of policy at Royal London, said: “It’s increasingly clear from this research series that people have firm views on what they value in the context of their financial planning, and that advisers remain front and centre of this equation.
“The speculation ahead of this year’s Budget has given rise to an enormous amount of uncertainty, and while most would agree that’s unhelpful, it has only added to people’s positive view of the value they receive from taking advice.
“Undoubtedly, the unstoppable rise of artificial intelligence is changing consumer behaviour, but it is also being adopted by advisers and becoming a more integral part of the overall experience. Those advice firms that embrace its potential will likely see much greater benefit than those that view it as a threat.”
Mike Barrett, consulting director at lang cat, added: “Over the three years we’ve been conducting this research, consumer views as to what they value have remained relatively static. What really comes to the fore is that consumers frame value less as a transactional concept and more as relationship-based, involving honesty, reliability and fair returns.
“The research among advisers shows they are increasingly offering services structured around these needs, with more behavioural and intangible benefits on offer. This is exactly what consumers are saying they want from their adviser and, alongside the increase in professionalism introduced as part of Consumer Duty, helps explain the increasing customer value ratings.”
