Revealed: the top 10 UK cities with the highest demand for financial advice

Nottingham ranks high among UK cities for searches related to financial advice, reflecting a growing demand across different age groups.

With two main major universities and a large population of graduates and young professionals, the city has a strong appetite for guidance on student finances, pensions, and first-time home buying.

It’s also home to a significant number of SMEs and self-employed individuals, driving interest in business and tax planning services.

As the local economy continues to develop, residents are increasingly turning online to seek expert financial support, highlighting Nottingham as a key growth area for financial advisers in the East Midlands.

Wolverhampton may be smaller than some of the other cities on this list, but it has seen a notable increase in financial advice-related searches.

This reflects a wider trend of residents seeking support with budgeting, credit management, and retirement planning.

The city’s diverse population includes a growing number of young families and self-employed workers who are turning to online advice to navigate everyday financial challenges.

As regeneration and development efforts continue, demand for clear, trustworthy financial guidance is on the rise.

Leeds has emerged as a key economic centre in the North, with thriving sectors in finance, tech, and legal services.

This strong business base translates into growing interest in financial advice, especially among professionals, business owners, and young families.

Search trends indicate a particular focus on tax efficiency, pensions, and first-time home buying.

With ongoing investment and regeneration projects in the city, Leeds residents are increasingly looking for support to make informed decisions about their financial futures and maximise long-term opportunities.

Bristol stands out as a thriving hub in the South West, known for its mix of creative industries, green tech, and academic institutions.

As the city continues to attract talent and investment, the demand for financial advice is rising, particularly among young professionals and growing families.

Key search areas include mortgage planning, savings, and sustainable investing. Bristol’s progressive, eco-conscious population also shows strong interest in ethical finance options.

The city's economic diversity makes it an attractive, fast-growing market for financial services.

Edinburgh is not only Scotland’s capital but also a major centre for financial services. As a result, residents here are typically financially engaged and proactive, reflected in the high number of searches for pensions, tax planning, and investment advice.

With a mix of professionals, students, and retirees, the city shows wide-ranging interest in everything from budgeting tips to complex portfolio management.

Edinburgh’s stable economy and high quality of life contribute to a culture of forward-thinking financial planning, making it a key market for advisory services.

Aberdeen's economy has long been linked to the energy and oil sectors, with a high concentration of professionals in well-paying but often volatile industries.

This drives steady demand for advice around wealth management, retirement planning, and investing.

In recent years, the city has diversified, with more residents exploring long-term financial strategies beyond traditional savings.

With many seeking to protect their income and plan for life beyond high-earning roles, Aberdeen ranks high among UK cities where people are proactively seeking financial clarity and control.

Scotland’s largest city, Glasgow, has seen consistent growth in demand for financial advice, particularly from young families, students, and those approaching retirement.

With an economy built on sectors like engineering, finance, and education, many Glaswegians are turning to online resources to better manage their money.

Common topics of interest include pension options, mortgage advice, and debt consolidation.

As the cost of living continues to fluctuate, more residents are actively seeking professional guidance to stay financially resilient and plan for the future.

Manchester is a major northern powerhouse, with strong job growth, a vibrant student scene, and a rising population of young professionals.

This has led to a surge in online searches for financial advice, particularly around property investment, pensions, and debt management.

The city’s flourishing digital and creative sectors have also seen more freelancers and small business owners looking for help with financial planning.

As people in Manchester look to secure their financial futures, the need for clear, practical advice is higher than ever.

Birmingham’s fast-growing economy and young, diverse population contribute to its high volume of financial advice searches.

As one of the UK’s leading cities for startups and tech innovation, many residents seek guidance on managing business finances, tax planning, and long-term savings.

The city also has a large number of first-time buyers and renters exploring mortgage advice and budgeting tools.

With continued investment in regeneration and infrastructure, Birmingham's financial landscape is evolving quickly, driving increased demand for trusted, accessible financial support across the board.

As the UK’s financial capital, it’s no surprise that London tops the list for financial advice searches.

With a diverse population and one of the highest costs of living in the country, Londoners regularly seek expert support with everything from investment strategies and mortgage planning to pensions and tax efficiency.

The city’s booming self-employed and contractor market also fuels demand for tailored advice.

Whether it's navigating complex financial portfolios or budgeting in a high-cost environment, London remains a hub where the need for professional financial guidance continues to grow.