The AI gap in financial advice

AI deployment is inevitable — it’s coming for every business, in every part of every sector. 

Yet within the financial advice industry, there appears to be a curious lag between sentiment and action. Every event and conference I’ve been to in the past 18 months has a main thread about AI and the opportunities but the reality of usage on the ground seems somewhat different. 

At Unbiased, we surveyed over 100 financial advisers to understand how they see AI affecting their businesses — and what we found was both encouraging and concerning. 

Threat and opportunity 

Advisers clearly understand that AI isn’t a distant concern. When asked about the biggest upcoming challenge facing the profession, AI and automation topped the list — ahead of rising costs and even client acquisition. 

But the kicker is that over half of advisers (56%) also believe AI has the potential to support their business in the future. 

That means they see it as both a risk and an opportunity — a disruption and a growth driver. 

Adoption still lagging 

Despite this belief in AI’s potential, adoption remains surprisingly low. Only 39% of advisers say they’re currently using any form of AI in their business. That means the majority — 61% — haven’t started at all. 

When AI is in use, it’s largely kept behind the scenes. Most advisers are applying it to admin or back-office tasks (36%), with far less using it for client communication (14%) or lead generation (5%). 

That’s a missed opportunity. 

From admin tool to growth engine 

When we asked where advisers saw the most potential for AI in future, their answers painted a more expansive picture. While admin still leads, use cases like marketing, financial planning, and prospecting come into focus. 

That shift matters. It reflects a mindset change — one that sees AI not just as a time-saver, but as a tool that can help advice businesses grow, compete, and better serve clients. While ultimately resulting in higher valuations. 

Looking ahead 

Financial advice is a human-first profession — one built on trust, personal relationships, and long-term thinking. But that shouldn’t exclude the smart use of AI to enhance how advice is delivered, understood, and scaled. 

In fact, the right tools can strengthen the adviser-client relationship — by freeing up more time for meaningful conversations, and by helping advisers better understand, anticipate, and meet their clients’ needs. 

At Unbiased, we’re building tools that make AI usable, practical, and adviser-first — combining extensive data, automation, and machine learning to help firms grow more efficiently and serve clients more meaningfully. 

The goal isn’t to replace the human element — it’s to amplify it. 

We need practical AI — designed for advisers, built around clients, and focused on results. 

Only then can we close the AI gap — and move the industry forward.