Market Data
- UK adults invested an average of £2,350 in 2025 based on AI guidance
- Banks’ websites remain the most influential source of financial advice
- New FCA rules from April 2026 will allow banks to offer free investment guidance
- Younger savers use AI more often, but still rely on banks and trusted experts
New research shows that UK savers are beginning to act on guidance from artificial intelligence, but traditional financial institutions continue to hold the strongest influence. Over the past year, 55% of UK adults say they have used AI platforms at least sometimes for financial advice, leading to average investments of around £2,350.
Despite this growth, AI tools remain less influential than established sources. Banks’ websites are still the most widely used channel for financial guidance, accessed by 81% of respondents. MoneySavingExpert follows closely, used by 75% of those surveyed.
Regulatory changes announced by the Financial Conduct Authority on 11 December will take effect from April 2026. These rules will allow banks to give customers guidance on pensions and investments. This shift may help High Street banks compete more directly with digital-first sources such as influencers and AI tools.
The research shows that the average amount invested by UK adults based on AI advice is £2,354.60. This figure varies by age group:
- Gen Z: £2,190.50
- Millennials: £2,202.80
- Gen X: £3,104.10, with fewer people using AI but investing larger sums
- Boomers: £3,098.00, showing a similar pattern to Gen X
Use of AI for financial advice is highest among younger adults. Around 81% of Gen Z and 80% of Millennials say they turn to AI platforms such as ChatGPT, Perplexity, and Google Gemini at least sometimes. One in seven people in Gen Z say they use AI to answer all of their financial questions.
The study was conducted by STRAT7, which surveyed 1,000 UK adults to understand saving and investment behaviour. It found that 10% of AI users go to these platforms first for financial advice, while 36% use them to help manage household budgets.
Sue van Meeteren, co-founder of STRAT7 Jigsaw, said: “The financial services industry can’t underestimate the impact of generative AI as a tool for advice and guidance, especially for younger savers and investors.
“If traditional investments like home ownership are seen as out of reach for younger people, control over other investing channels will become more important than ever. It’s no surprise that people are looking to AI for low-cost advice, and traditional FS brands need to take note if they don’t wish to become sidelined by this audience.”
The research also points to an opportunity for banks and financial firms. While AI use is rising, people still trust established platforms for education and guidance.
The three most influential sources of financial advice overall are:
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Banks’ websites, used by 81%
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Family members, used by 76%
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MoneySavingExpert, used by 75%
Social media plays a smaller role. Only 40% of respondents use it for financial guidance, with YouTube and Facebook ranking highest among those platforms.
Even among younger groups, social media is not the primary source. Only 50% of Gen Z and 46% of Millennials use social platforms for financial advice. In contrast, 87% and 89% of these groups use banks’ websites, while 83% and 85% seek advice from family members. Around 81% of both groups also rely on MoneySavingExpert.
Van Meeteren added: “The research highlights that people are seeking three core elements in their financial advice: self-service tools such as bank websites; emotional trust and advice based on lived experience, which they get from family members; and high quality, objective guidance in layman’s terms – hence the appeal of Money Saving Expert.”
The study also found that banks’ websites and MoneySavingExpert leave users most satisfied. Around 78% of users report positive outcomes from both sources. Satisfaction falls to 67% for AI-based advice and 65% for social media guidance.
Van Meeteren concluded: “Financial firms and banks should not assume that emerging channels are the only way to capture the attention of younger audiences, because the traditional channels are clearly alive and well with customers of all ages.
“What people need most is tailored, personalised education and guidance to ensure that they’re making the best possible financial and investment decisions, no matter their circumstances. They want to know what’s in it for them.”
