The financial advice roadmap is changing faster than ever before. There is a clear case for advice firms to consider digital propositions in addition to their conventional advice offerings.
While advisers tend to have a very clear view of what they think financial advice should include, for some time we have felt there are other services consumers might see as valuable. The purpose of the study was to obtain consumer views on:
- What they would want from a Digital Financial Advice Process
- What they would be willing to pay for it and,
- What this should include
The study conducted in 2025 brings together the views of 4,000 consumers across a range of ages incomes and other demographics. We specifically looked at:
- Their age
- The value of their non pensions investments
- Value of their pensions pot
- The value of the property they live in
Consequently, we are conducting a series of quarterly consumer research studies exploring what consumers really want from the next generation of financial services.
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Do they current use a financial advice adviser?
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Do they anticipate using a financial adviser in the future?
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How would they prefer to receive financial advice including in person, telephone remote and Digital remote?
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Do they want a human involved in these processes and whether that needs to be a qualified person
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How much cheaper does digital advice need to be, to become more attractive than traditional advice?
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Who are the consumers most likely to be attracted to digital financial advice?
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What services would they want to see as part of a financial advice service and what are they willing to pay for? Teaser alert: there are several services identified that consumers would pay for that advisers do not consider part of advice.
This analysis will be invaluable for:
- any advice firm looking to build its own proposition,
- adviser tech suppliers building client portals and other services
- organisations planning a direct-to-consumer Digital Advice or targeted support service
Subscription costs:
£4,500+VAT (report available now)
plus Optional virtual workshop to discuss the results and the consequences for your business: £1,500 + VAT
Click the PDF image to download the order form
The Building the Business Case for Digital Advice Study was conducted by Opinium on behalf of FTRC in 2025 and is based on responses from 4,000 consumers.
If you would like to discuss further, please contact [email protected] or complete the contact form below
Meet the team:
Ian McKenna
CEO and Founder
Ian founded Financial Technology Research Centre in 1995 nearly two decades before “FinTech” became part of the industry lexicon.
A boutique consultancy the firm focuses on how personal finance organisations can communicate more effectively with their customers and help them take better financial decisions. As part of this work the firm work with many of the U.K.’s leading long-term savings institutions, financial advisers and technology providers to identify emerging technologies that can transform customer relationships. More recently the firm has added its own InsureTech and RegTech ventures to help advisers ensure they help consumers find the life insurance and workplace pensions solutions that best meet the needs.
In addition to developing a UK view Ian travels extensively to identify similar trends around the world and the lessons that can be learned from other countries.
Jason Green
Chief Commercial Officer
Jason previously spent six years at a High Net Worth advisory firm as a paraplanner to the CEO. He has been with FTRC for over 13 years and worked on a broad range of consulting projects with providers, insurers and technology vendors. His skills have been applied to projects such as:
- Competitor analysis and insight
- Understanding adviser technology systems
- Product and proposition reviews
- Working with providers to bring new developments to market
- Helping providers understand and the ways in which advisers work
- AI and Hybrid advice
Jason is now Chief Commercial Officer for FTRC across all brands, as well as managing the consultancy business and ensuring that all projects are delivered on time and to a high standard.
When not in office Jason will be planning his next overseas adventure or exploring the London restaurant scene.
