Despite a surge in online content and social media personalities offering financial advice (finfluencers), a majority of Gen Z investors continue to value professional financial advisers as their most important resource. Sahar Nazir looks at what explains their loyalty, and how advisers can evolve to meet the expectations of a new, digitally fluent generation.
The assumption that social media and financial influencers are replacing traditional advisers may be premature, at least when it comes to the youngest generation of clients. According to Investment Forces, a recent research study conducted by Charles Schwab between 8 and 28 January 2025, more than half (67%) of Gen Z retail investors in the UK still consider professional financial advisers to be the most important source of information when making investment decisions. This might come as a surprise given the same research found that 71% of Gen Z investors also turn to social media and...
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