7 in 10 Brits prefer financial advice from a person rather than AI

London, 1 September 2025 

New research from Unbiased, the UK’s leading financial advice platform, reveals that while consumers see a role for artificial intelligence (AI) in finance, a majority prefer human advisers. 

The survey of 800 UK adults actively seeking financial advice found that a combined 74% are open to an adviser-led model, compared with just 6% who would choose an AI platform alone. The survey found that 40% would only be open to a human adviser, while a further 34% said they would be open to a human adviser using AI tools - suggesting people are most comfortable when advice remains adviser-led. 

Trust and personal connection were repeatedly cited as the main reasons for preferring human advice. Respondents emphasised the reassurance of “speaking to a person” or being able to “meet face to face” when making complex financial decisions. This highlights that while technology may improve efficiency, people continue to value the human relationship at the core of financial planning. 

The data also highlights significant consumer mistrust and fear around AI. A quarter (25%) cited lack of human oversight, 23% pointed to the risk of poor or inaccurate advice, and 19% flagged concerns around data privacy and security. Open responses described AI as “untested”, “untrustworthy”, and vulnerable to fraud - showing that scepticism remains widespread, particularly for major financial decisions. 

Despite this, the research points to a clear role for AI in supporting functions.  Respondents most often associated benefits with lower costs (24%), faster support (21%), and 24/7 availability (18%). People were more open to AI for tasks like adviser matching (23%), answering general financial questions (21%), or producing personalised reports or summaries (18%). This suggests that consumers do see value in AI - but only in roles that assist rather than replace professional advice. 

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.” 

About Unbiased 

Unbiased is an AI-enabled financial advice platform, empowering people to make confident financial decisions and delivering unrivalled growth for advice firms.    

With the greatest wealth transfer in history now underway, Unbiased connects people to trusted advice across pensions and retirement, inheritance planning, mortgages, accountancy, and more.    

The Unbiased platform applies advanced models trained on a rich dataset of user activity to intelligently match individuals with qualified advisers, providing the easiest and most reliable way to access financial expertise.    

Since 2009, Unbiased has generated over $100 billion in AUM opportunities for financial advisers, with 65% of prospects new to advice. Reaching more than 10 million consumers annually, it is the leading source of client demand in the industry.