New Unbiased research reveals how couples manage their finances
Research from Unbiased reveals who, in UK couples, is responsible for managing the household finances, with men managing the money alone coming out on top.
47% of financial advice seekers through the Unbiased platform manage their money alone as part of a two-adult household.
Seven out of 10 (70%) who manage finances alone are men, while only three in 10 (30%) are women.
49% of couples share financial planning.
Unbiased is the UK’s leading assets under management (AUM) platform and the biggest source of clients new to financial advice.
Who manages household financial planning?
Unbiased has conducted extensive research into the relationship between women and financial advice, including who is more likely to manage the household financial planning in couples.
The research reveals that within two-adult households, who are either married, in a civil partnership or cohabiting, 47% of financial advice seekers manage their money alone.
Of these, seven in 10 (70%) are men and only three in 10 are women.
These insights are based on data from over 1,200 UK consumers who used the Unbiased platform to seek financial advice between 6 May and 27 May 2025.
When it came to managing household finances together, 49% of two-adult households shared responsibility.
Just 3% of financial advice seekers say their partner manages their money for them.
Why is this important?
Globally, we are experiencing what is being dubbed the ‘Great Wealth Transfer.’
Money is changing hands at pace, with women being among the primary beneficiaries.
According to research by Capgemini, women are set to inherit 70% of global wealth over the next two generations.
This makes the research findings concerning, as they suggest that a large proportion of couples are not collaborating when it comes to financial planning, with men being the more dominant partner.
What does this mean for financial advisers?
For financial advisers, this research offers a unique insight into how UK households manage their finances.
As the ‘Great Wealth Transfer’ continues, customer expectations and what they need from financial advisers will evolve. Assets and financial control will change hands, putting more women in the driving seat than ever before.
Equipped with this foresight, advisers can plan and begin bringing more women into financial planning. For example, advisers who work with couples should ensure both partners are part of the financial planning process and work to build relationships with each individual.
Karen Barrett, founder of Unbiased, encourages this inclusion and urges women to build their financial confidence and seek expert advice.
“As more women are expected to build or inherit wealth in the future, it’s important that they build their financial confidence.
“Beyond planning with a partner, seeking professional financial advice can provide valuable guidance, help identify opportunities to grow and protect wealth, and give peace of mind that plans are on track for the future.”
Want to work with 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.
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.
Unbiased Pro will help you grow your firm by matching you with suitable clients, delivering them directly to your inbox, and providing you with all the tools you need to convert leads into loyal customers.
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