Majority of Brits Want People, Not AI, for Financial Advice — but See Potential for AI in Supporting Roles

New research from Unbiased, the UK’s leading financial advice platform, reveals that while consumers see a role for artificial intelligence (AI) in routine financial tasks, they still expect to work with human advisers.  The findings highlight a clear opportunity for advice firms, integrating AI to enhance efficiency without losing the personal connection that clients value most. 

The survey of 800 UK adults actively seeking financial advice shows that trust and personal relationship are the main drivers behind this preference.  

• 40% of respondents would only entrust a human adviser with managing their investments, compared with just 6% who would rely on an AI platform alone.  

• A further 34% are open to a human adviser using AI tools – suggesting a strong openness to a hybrid model where technology supports, rather than replaces, professional expertise.  

• Respondents repeatedly highlighted the reassurance of “speaking to a person” or being able to “meet face to face” when navigating complex financial decisions. 

• The research also reveals a significant trust gap. A quarter of those surveyed (25%) cited lack of human oversight as a primary concern, while 23% worried about the risk of poor or inaccurate advice. Data privacy and security were also flagged by 19% of respondents.  

Despite these reservations, consumers do see a clear role for AI in supporting financial services. Respondents were more open to using AI for tasks like: 

• Adviser matching (23%) 

• Answering general financial queries (21%) 

• Producing financial summaries (18%) 

The benefits most often cited were lower costs (24%), faster support (21%), and 24/7 availability (18%). These findings suggest that clients are looking for a more efficient service, but not at the expense of professional guidance. 

Tim Grimsditch, Managing Director at Unbiased, said: “This research shows what many in the industry already sense: people want the human touch in financial advice. Trust and personal connection remain paramount, especially for life-changing financial decisions. 

At the same time, there’s clearly an acknowledgement of AI’s ability to play a supporting role – helping with efficiency, cost, and accessibility. The future isn’t AI instead of advisers, but advisers enabled by AI. That’s where Unbiased is focused: harnessing AI responsibly and transparently, while keeping qualified professionals firmly at the heart of advice.” 

The findings come at a time when financial advisers themselves acknowledge AI as both the biggest risk and the biggest opportunity in their industry – yet adoption remains low. 

This new data suggests that consumers share advisers’ caution but also highlights a clear opportunity: advisers who embrace AI responsibly could gain a competitive edge by addressing consumers’ desire for both innovation and trust.