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REPORT OVERVIEW

Financial Advice Report

Investment Trends’ Financial Advice Report delivers clear, actionable independent market research into how Australians seek, trust and value financial advice, and what it means for your business.

The industry’s most trusted benchmark, it shows where demand is rising, confidence is shifting, and where scalable advice models can create the greatest impact, helping you deliver more relevant, accessible and valued advice experiences.
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WHAT THE REPORT DELIVERS

Turn research into action

Learn more about the report
1

See where confidence is rising — and where trust is at risk.

Pinpoint where confidence gaps exist so organisations can design advice experiences that build trust, drive engagement and position your organisation as a credible financial partner.
2

Understand every step between awareness and action

Identify where prospective clients drop off, helping you re-engage them earlier to re-engage potential clients earlier and shape advice pathways that increase conversion and loyalty
3

Learn about the levers behind a strong advice relationship

Gain a clear benchmark of the factors shaping today's advice relationship – satisfaction, wellbeing, advocacy and gaps – empowering you to elevate service design, adviser capability and client loyalty
4

Measure how Australians are embracing technology in advice

Find out where automation enhances trust and where human connection still drives action — driving scalable, compliant engagement.
5

Forecast where adviser relationships are headed next

Use forecasts to target at-risk segments, retain clients, and align your proposition with evolving advice demand

Want to discover the power of the Financial Advice Report?

If you’re a financial services provider and would like to learn more about the report, share your details and we’ll be in touch.

    Gain a 360-degree view of the financial advice market​

    Australians’ financial wellbeing

    ✅ Financial concerns
    ✅ Financial goals
    ✅ Confidence
    ✅ Self-assessment of financial state
    ✅ Trust in financial and information sources
    ✅ Perceived services received from different sources

    ​Financial advice dynamics

    ✅ Market size of advised clients
    ✅ Client acquisition and attrition
    ✅ Benefits of advice
    ✅ Intentions with their advisers
    ✅ Selection drivers
    ✅ Retention, stopping and switching factors
    ✅ Previous advised clients
    ✅ Reasons for stopping use of advisers

    Australians’ engagement with financial advice

    ✅ Type of advice received
    ✅ Areas of advice
    ✅ Implementation of advice
    ✅ Prompts to seeking advice
    ✅ Preferred type of advice
    ✅ Amount prepared to pay for advice
    ✅ Client and adviser interactions
    ✅ Educational content for clients

    Australians’ experience with their financial adviser

    ✅ Client satisfaction
    ✅ Gap analysis
    ✅ Perceived financial wellbeing from using an adviser
    ✅ Client advocacy levels

    Meeting unmet advice needs

    ✅ Market size of those with unmet advice needs
    ✅ Areas with unmet advice needs
    ✅ Barriers to seeking advice
    ✅ Preferred source of advice
    ✅ Timeline for when clients will seek advice
    ✅ Amount willing to pay for advice

    ​ The role of super funds

    ✅ Usage of super funds for advice
    ✅ Market size of super members with unmet advice needs
    ✅ Extent to which advice met their needs
    ✅ Areas of advice
    ✅ Awareness of advice offered by super funds
    ✅ Level of comfort with fees going to intra-fund advice
    ✅ Intra-fund advice topics
    ✅ Appetite to be referred to a financial adviser

    Digital and AI advice tools

    ✅ Market size of those who currently use digital and AI advice tools
    ✅ Familiarity with different types of digital advice services
    ✅ Likelihood of implementing advice
    ✅ Timeline for when clients will seek advice
    ✅ Amount willing to pay for digital and AI advice tools

    Demographics

    ✅ Key demographic breakdowns
    About the report

    Australia’s most trusted market research benchmark for the advice industry.

    Learn More About Us

    Why the report matters


    ✅ Reveals what’s driving industry shifts and how to respond.

    ✅ Identify accessibility, value and engagement gaps.

    ✅ Design scalable hybrid advice models aligned to client behaviour.

    ✅ Back your strategy with credible data trusted by leading institutions.

    ✅ Anticipate change — not react to it — to guide your next move.
    ​

    What sets the research apart

    ✅ Evidence-based guide to where trust, confidence and digital advice are heading.

    ✅ Trusted & independent insights to inform strategy and governance.

    ✅ AI and hybrid advice models shaping tomorrow’s delivery landscape.

    ✅ Actionable proof to strengthen engagement and retention.

    ✅ Align Advice, Marketing, Product and CX teams around a single evidence base.

    Who is it for?


    ✅ Super Funds: Strengthen member engagement by identifying advice access and guidance gaps.

    ✅ Wealth Managers: Benchmark client confidence and trust to refine models, value perception, and loyalty.

    ✅ Investment Platforms: Understand evolving digital and hybrid advice expectations to enhance experience.

    ✅ Insurers: Identify opportunities to integrate advice and guidance that build long-term relationships.

    Trusted by leading brands

    BFG has partnered with Investment Trends over more than 15 years to gain valuable insights for our online and advisory investing businesses. Their specialist and high-value insights are fit for purpose to our unique business needs, consistently informing our strategy and providing the analytics we need to make confident, forward-looking decisions. Over the years, they’ve become a trusted and valued partner in helping us stay aligned with market shifts and evolving client expectations.”

    Arnie Selvarajah, Chief Executive Officer, Bell Direct solution: Industry Insights, Custom Insights

    BetaShares has been partnering with Investment Trends for a decade to gain insight and understanding of the Australian ETF industry. Through those years, we’ve developed a long-standing an valued partnership and have found Investment Trends at all times to act with the utmost professionalism, integrity and, most importantly, to deliver deep and expert insight into the Australian financial services industry. We feel valued as a client and appreciate the relationship we have built over time.

    Ilan Israelstam,, Co-Founder & Group Head - Betashares Direct at Betashares Capital solution: Industry Research

    "The Investment Trends research provides us with industry specific, in-depth analysis of various sectors of the financial markets relevant to netwealth and to our clients. It enables us to identify developing trends within the industry that allow us to make relevant judgements about the future direction of netwealth and our product offering."

    Matt Heine, Chief Executive Officer and Managing Director, Netwealth Group solution: Industry research

    Want to learn more about the financial advice report?

    If you're a financial services provider keen to learn more about our industry research reports, want to join our survey panel community, or are a journalist looking to discuss media opportunities, we'd love to hear from you.

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