New Inzuzo data reveals 150,000 monthly searches for financial advice as consumers seek help navigating retirement

13 August 2026

More than half of financial advice enquiries are driven by retirement
95% of consumers spoken to by Inzuzo have not previously received regulated financial advice
Face-to-face advice remains the preferred option across all age groups

New data from financial services lead generation specialist Inzuzo points to significant underlying consumer demand for financial advice, despite the persistently low proportion of UK adults currently receiving it.

Inzuzo tracks approximately 150,000 UK online searches each month across financial advice-related search terms, ranging from broad searches such as “find a financial adviser” to more specific queries around pensions, consolidation and accessing tax-free cash.

The data suggests retirement is by far the biggest catalyst for consumers seeking professional help, accounting for more than 50% of enquiries received by Inzuzo.

The core age group seeking advice online is 54–66, with demand peaking among consumers aged 64–65, as important retirement decisions become increasingly immediate.

Perhaps most significantly, 95% of consumers spoken to by Inzuzo have not previously received regulated financial advice.

Richard Ardron, Chief Commercial Officer at TFAS Enterprises, said:

“The debate around the advice gap inevitably focuses on the millions of people who don’t currently receive financial advice. What our data demonstrates is that there is also a substantial number of consumers actively looking for help.

“These aren’t simply people browsing financial content. We see consumers approaching retirement, trying to understand multiple pension arrangements, considering whether to consolidate existing plans or trying to make important decisions about accessing their retirement savings.

“For many, the challenge isn’t recognising that they need help. It’s knowing where to go and finding an adviser they trust.”

Inzuzo’s consumer data also suggests that the distinction between independent and restricted advice is not a significant factor for most people entering the advice market for the first time. The majority express no strong preference between the two models, with trust in the adviser and confidence in the advice process proving more important.

How consumers want to receive advice also varies significantly by age, although face-to-face meetings remain the preferred option across every age group, with around 60% of consumers under 55 favour meeting an adviser face-to-face, rising to approximately 80% among those aged over 70. Video meetings are preferred by around 25% of under-55s, compared with approximately 10% of consumers aged over 70.

Inzuzo’s data also indicates that consumer behaviour responds to the wider political, economic and geopolitical environment.

Ardron said:

“We see consumer behaviour change during periods of heightened uncertainty. When geopolitical tensions increase, such as with the current situation in Iran, consumers without an existing adviser relationship can become more cautious and pause decisions until there is greater clarity.

“Once that uncertainty begins to subside, we typically see pent-up demand return, with an increase in people actively looking for financial advice.

“We see a similar effect around major domestic political and fiscal events. Search activity around areas such as pensions and Inheritance Tax can increase significantly around major announcements, particularly the Budget, as people try to understand what changes mean for their own finances.”

Ardron added:

“The opportunity for the advice profession is considerable. We’re seeing people with genuine financial needs actively searching for professional help, many of whom have never engaged with an adviser before. Consumers referred to advisers through Inzuzo hold, on average, £250,000 or more in assets, reflecting a base of engaged, higher-value consumers actively seeking advice, not just casually browsing

“Closing the advice gap isn’t therefore solely about creating demand. Part of the challenge is making it easier for consumers who already recognise that they need help to find and engage with an appropriate adviser.

“If the profession can do that effectively, there is a substantial population of consumers currently outside regulated advice who can be brought into it.”