74% of women say they are seeking financial advice exclusively for themselves, new research reveals

London, 24 June 2025  

New research by Unbiased, the UK’s leading financial advice platform, has revealed that women are more likely than men to seek advice solo as the Great Wealth Transfer takes shape.  

The research shows that almost three in four (74%) of women say they are seeking advice exclusively for themselves – compared to 65% of men.  

The survey also revealed that female advice seekers are more likely than men to talk to a financial adviser if they are single, divorced or widowed.   

26% of women seeking advice say they are single compared to 15% of men, while 12% of women who say they are divorced want advice compared to only 4% of men. Around 6% of women seeking advice say they are widowed, compared to only 3% of men.   

The findings emerge as women are expected to own 60% of UK wealth by the end of 2025 (Centre for Economics and Business Research).   

Unbiased’s research also discovered that women’s assets were likely to be more life-stage assets, such as an inheritance, a property sale or a divorce settlement.  

Among female advice seekers, 19% are expecting an inheritance, 12% cite a property sale and 2% list a divorce settlement, compared to 12%, 9% and 1% of men, respectively.   

Karen Barrett, founder and chief executive of Unbiased, is calling for more women to take full ownership of their finances - and urges the advice industry to meet the moment.  

 “For many women, the Great Wealth Transfer marks the first time they’re managing wealth independently — and making major financial decisions on their own terms,” says Barrett.  

“It’s a moment of unique opportunity. Women shouldn’t just be preserving wealth — they should be empowered to grow it, invest it, and plan for generations to come.  

“A qualified financial adviser can provide the expert insight needed to help women build confidence, make informed choices, and shape a future that reflects their goals.  

“In turn, the advice industry must keep pace — by listening, understanding, and offering guidance that reflects the real lives and priorities of women today.  

“Now is the time to turn financial independence into financial influence.”  

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 2010, 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.  
  
For more information, visit unbiased.co.uk  

Methodology 

Insights are based on anonymised data from 1,276 UK consumers who used the Unbiased platform to seek financial advice between 6 May and 27 May 2025.