Older generations, men, and married individuals appear more inclined to seek financial advice, according to new insight from financial advisory technology provider, intelliflo, as it highlights how engagement with financial advice varies considerably across age, relationship status, gender, and geographical location.
Younger people, women, single people, and various regions remain largely underserved regarding financial advice, reveals intelliflo as part of its 2025 Advice Map of the UK. Drawing on 2.8 million advised client records, the UK Advice Map reveals how widely advice is accessed.
As the Financial Conduct Authority (FCA) looks to bridge the financial advice gap — particularly around pensions and investments — intelliflo says that understanding who is receiving advice and why others are missing out is critical.
The age gap
Financial advice remains dominated by older generations, with those over 40 making up a staggering 88 per cent of advised clients. Younger people, despite facing increasingly complex financial decisions, remain significantly underrepresented, with just five per cent of advice-seekers under the age of 30. Even among those in their 40s, demand is low at 13 per cent, reinforcing a persistent generational divide in financial planning.
The gender gap
Men are more likely to seek advice, according to intelliflo’s, with 51 per cent of men compared to only 43 per cent of women accessing professional advice. This disparity is especially concerning as women tend to outlive men and are set to manage a larger share of UK wealth in the near future.
Northern Ireland sees the greatest divide, with 56 per cent of males receiving financial advice, versus just 44 per cent of females. North East England follows closely behind with an 11 per cent gap.
The relationship gap
Married couples are far more likely to take advice, with 66 per cent of advised clients being married. In contrast, only 17 per cent of single people and 11 per cent of widowers seek financial guidance, illustrating that financial advice tends to be prioritised once in a marriage.
The regional gap
While London (10 per cent) and the South East (16 per cent) see the highest uptake of financial advice, areas like the North East (three per cent), Wales (four per cent) and Yorkshire (7 per cent) show much lower levels. Northern Ireland, in particular, stands out as the least advised region, with just two per cent of the population receiving advice.
Widening access to financial advice
“Our 2025 Advice Map really highlights how urgent it is to address the growing advice gap,” explains Nick Eatock, CEO of intelliflo. “Right now, financial advice is mostly reaching older generations, but we need to be more innovative and find ways to connect with younger people, women, and individuals across the whole country. Technology is key to making advice more affordable and accessible to everyone, no matter where they are or what their background is.
“By embracing technology, including artificial intelligence, to streamline processes, advisers can serve more clients and grow their businesses. The future of financial advice will depend on how we use technology to both drive growth and ensure everyone has access to the support they need.”
