Royal London’s 2025 Meaning of Value report, produced with the lang cat, highlighted a rise in demand for financial advice during a period of heightened Budget speculation and market uncertainty.
The latest findings revealed that 68% of clients now rate paid-for advice as good or excellent value for money, up from 53% three years ago.
The research, now in its third year, explores how both consumers and advisers assess value across financial services.
It found that clients increasingly prioritise reassurance, help achieving long-term goals and guidance on later-life planning when working with advisers.
When choosing financial products, quality of service, trust and competitive pricing remained the key factors.
The report highlighted the important role advisers play in helping clients navigate market volatility and speculative headlines.
Almost all advisers surveyed (97%) said clients had contacted them about recent Budget speculation, underlining the demand for timely, stabilising guidance.
The study also showed a notable rise in the use of artificial intelligence (AI) in personal finance.
Over half of consumers earning above £60,000 said they now use some form of AI tool to help manage their money.
Both advisers and clients said they see potential for AI to support research and enhance decision-making, though trust and human expertise remain central to perceived value.
Jamie Jenkins, director of policy at Royal London, said: “It’s increasingly clear from this research series that people have firm views on what they value in the context of their financial planning, and that advisers remain front and centre of this equation.
“The speculation ahead of this year’s Budget has given rise to an enormous amount of uncertainty, and while most would agree that’s unhelpful, it has only added to people’s positive view of the value they receive from taking advice.
“Undoubtedly, the unstoppable rise of artificial intelligence is changing consumer behaviour, but it is also being adopted by advisers and becoming a more integral part of the overall experience.
“Those advice firms that embrace its potential will likely see much greater benefit than those that view it as a threat.”
Mike Barrett, consulting director at the lang cat, added:
“Over the three years we’ve been conducting this research, consumer views as to what they value have remained relatively static. What really comes to the fore is that consumers frame value less as a transactional concept and more as relationship-based, involving honesty, reliability and fair returns.
“The research among advisers shows they are increasingly offering services structured around these needs, with more behavioural and intangible benefits on offer. This is exactly what consumers are saying they want from their adviser and, alongside the increase in professionalism introduced as part of Consumer Duty, helps explain the increasing customer value ratings.”
