New report: AI can’t replace human advice as demand for trusted advisers grows

26 March 2026

New ‘Top Rated Adviser Guide’ from VouchedFor highlights importance of trust, relationships and online reputation in an AI-driven world

Human financial advice is becoming increasingly important despite consumers turning to technology for support, according to the newly launched VouchedFor 2026 Top Rated Financial Adviser Guide.

This year’s guide features 2,784 advisers who have qualified as Top Rated. Alongside recognising industry excellence, it also highlights strong client outcomes. Nearly all (98.9%) clients said they would recommend their adviser, more than eight in 10 (86%) said they clearly understand the fees they are paying, and 97% said they understand the level of risk involved.

Financial advisers and planners featured in the guide highlight that while AI can improve efficiency and streamline operations, it cannot replicate the personal, regulated advice clients need when making complex decisions around tax, pensions and long-term planning. Concerns also remain around the risks of unreliable or unverified information being presented as guidance.

Harriet Spurrell, Head of Customer Success at VouchedFor, said:

“AI is undoubtedly changing how people engage with their finances, but it can’t replace the reassurance, empathy and personal understanding that a professional adviser brings. Financial decisions are deeply human, and clients still want someone they trust by their side.

“What is changing is how that trust is built. More consumers are researching advisers online before making contact, which means reputation has never been more important. Advisers who are proactive in building and maintaining their presence are best placed to stand out.”

The VouchedFor Top Rated guide, distributed nationally in The Times, showcases advisers who have consistently delivered high-quality service, based on verified client feedback. It is designed to help consumers find trusted professionals, while recognising advisers who are actively building strong, transparent reputations.