What are financial advisers' top business priorities for the next 12 months?
New Unbiased research reveals advisers’ top business priorities for the next 12 months, with client relationships at the heart of their growth strategies.
Client acquisition is the top priority for advisers, with 34% focusing on winning new clients.
Retention matters too, as 23% aim to strengthen existing relationships amid growing competition.
Unbiased is the UK’s biggest source of clients new to financial advice, introducing over £37 billion in assets to the industry in 2024 alone.
Financial advisers are looking ahead to a year of growth, with client acquisition emerging as the number one priority for UK advice firms.
According to new research from Unbiased, 34% of advisers list winning new clients as their top business goal, while 23% are focused on retaining existing ones.
Below is a full breakdown of the responses when asked: ‘Which of the following are your top business priorities for the next 12 months?’ Advisers could choose up to three responses.
| Responses | Percentage |
|---|---|
| Client acquisition | 34% |
| Client retention | 23% |
| Technology adoption | 14% |
| Expanding services offered | 9% |
| Regulatory compliance | 8% |
| Succession planning | 3% |
| Staff recruitment/training | 3% |
| M&A / business consolidation | 2% |
Why do acquisition and retention matter more than ever?
Economic uncertainty, driven by recent tax reforms and speculation around inheritance and capital gains tax, has left many consumers seeking expert guidance.
At the same time, the ‘Great Wealth Transfer,’ where an estimated £5.5 trillion is expected to pass between generations over the next 30 years, is reshaping the advice landscape.
Advisers who can build trust not only with current clients but also with their heirs will be best positioned to secure long-term growth.
“Client acquisition is about more than growth; it’s about future-proofing,” says Matt Cockayne, Chief Revenue Officer at Unbiased.
“With demographic shifts and regulatory changes accelerating, advisers who can attract and retain the right clients will be best positioned to thrive.”
Why is technology adoption still lagging?
Despite the clear appetite for growth, technology adoption remains low on the priority list, with just 14% of advisers citing it as a top focus for the next 12 months.
This is surprising given that previous research from Unbiased revealed 56% of advisers acknowledged the potential of AI to transform their operations.
Advisers themselves are calling for less paperwork, more automation, and greater fee flexibility, areas where technology can deliver significant improvements.
Yet many firms remain reliant on traditional methods, with the same AI research finding only 39% of advisers currently use AI in any form.
Ultimately, this leaves advisers at the risk of falling behind and limiting their ability to scale and serve clients efficiently.
“There’s a real opportunity to unlock efficiency through smarter technology and strategies that help advisers grow sustainably and connect with the right clients faster,” adds Cockayne.
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Since 2010, Unbiased has generated over $100 billion in asset under management (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.
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