UK under-45s now use AI for financial advice more than human advisors

AI surpasses human advisors in UK financial advice

A survey of 2,000 UK adults conducted by consumer research platform Attest reveals that 11% of respondents under 45 now use AI for financial advice. This exceeds the 9% who seek advice from human financial advisors, according to TechRadar’s coverage of the findings. The survey signals a growing preference for AI-driven financial guidance among younger adults.

Cost drives shift toward AI financial advice

The survey identifies cost as a major driver of AI adoption. Among under-45s, 41% said they would accept AI-provided financial advice if it were cheaper than advice from a professional. This trend suggests that affordability could further accelerate the shift away from traditional advisory services.

AI’s growing utility in financial tasks

AI is no longer limited to basic advisory roles. Respondents reported using AI for tasks such as switching insurance deals, negotiating disputes with service providers, and canceling unused subscriptions. These applications highlight AI’s expanding role in everyday financial management.

Link to prior findings on AI adoption gaps

Earlier reporting by Lazyfounder revealed that UK leaders may be overstating their AI knowledge amid gaps in practical training. This survey complements those findings by showing that consumers—particularly younger adults—are already adopting AI for critical financial decisions, regardless of industry readiness.

What this means

Lazyfounder analysis — our interpretation, not reported fact.

For founders and operators in financial services, this survey is a wake-up call. AI is not just a tool for efficiency but a direct competitor for advisory roles, particularly among cost-conscious younger consumers. The data suggests that incumbents who fail to integrate AI into their consumer engagement strategies risk losing market share to agile, AI-native startups. The practical applications—like dispute resolution and subscription management—also show that AI’s value extends beyond advice, creating opportunities for products that automate routine financial tasks.

Key takeaways

• AI is now a primary source of financial advice for a significant portion of UK adults under 45, surpassing human advisors.
• Cost sensitivity is accelerating AI adoption in financial services, creating opportunities for low-cost, AI-driven solutions.
• Financial services companies must adapt to AI’s role in consumer decision-making or risk displacement by AI-native competitors.
• AI’s practical applications—like dispute resolution and subscription management—demonstrate its growing utility beyond traditional advice.

Related on Lazyfounder

• UK Leaders Overstate AI Knowledge Amid Career and Training Gaps, Study Finds