What makes a woman more likely to seek financial advice?
New research from Unbiased reveals that women are most likely to seek expert advice at age 56.
Unbiased has conducted research into the relationship between women and financial advice and built a profile of the average woman likely to seek support with their money.
The UK’s leading financial advice platform has found that women are most likely to seek expert advice at age 56. They are also likely to be married and live in London.
However, women are more likely to hold fewer assets on average than men.
Unbiased founder Karen Barrett encourages more women to seek expert advice for a secure future, especially as they are set to inherit more wealth in the future.
London, 23rd September 2025
Unbiased, the UK’s leading financial advice platform, has conducted extensive research to reveal the major profile markers of the average female advice seeker.
| Factors | Women |
|---|---|
| Age | 56 |
| Region | London |
| Relationship status | Married |
| Average asset amount | £160k |
| Asset source | Pension and retirement savings |
| How they want to receive financial advice | In-person and email |
Women are most likely to seek advice at the age of 56, slightly above the minimum age to access a pension (55). The research also found female advice seekers were most likely to live in London (21.6%), followed by the South East at 16.1%.
Unbiased has also found that the majority of female advice seekers are married (43.2%), while 45% are single, divorced or widowed. The number of male advice seekers who are married is higher at 66.3%, while only 22.5% are single, divorced or widowed.
The research also discovered that when seeking advice, 70% of women value clear communication compared to 61% of men. 51% of women value strong qualifications compared to 42% of men.
Women seeking advice for themselves had lower assets, on average, at £160,000, significantly lower than men with assets of £220,000.
However, from the age of 70, the asset gap goes in favour of women with assets of £472,000 compared to men who have £255,000 in assets, on average.
As women are set to inherit 70% of global wealth over the next two generations, according to Capgemini, Karen Barrett, founder of Unbiased, wants to encourage more women to take control of their financial futures.
“The average age for women to seek financial advice via Unbiased is 56, only a year after savers can currently access their pensions,” comments Barrett.
While it’s great to see women seek expert financial advice, it’s vital not to hold this off until later years, as an adviser can help them reach major life goals, such as buying a home, investing, or saving for the future.
“With more women expecting to inherit assets or build wealth, building financial confidence and having a plan for the future is key, especially as they tend to have fewer assets than men on average.
For those unsure where to start, thinking about your long-term goals is a must, as well as what you need help with to achieve them, before consulting a financial adviser.”
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.
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.
For interviews, comment or further information, please contact:
Lisa-Marie Voneshen, Senior Content Writer
Email: [email protected]