Many 'in denial' over automatic assumption most advisers are male

Aviva highlights unconscious bias and stereotypical perceptions

Hope William-Smith
clock • 1 min read

The majority of consumers assume that most financial advisers are men but are in denial about it, Aviva says.

The provider surveyed non-advised customers to find 94% of men and 92% of women gave a male name when guessing what they thought a financial adviser was most likely to be called. When Aviva asked the same respondents whether they assumed most advisers were men however, less than half (40%) agreed. More women than men assumed that financial advisers are predominantly male, the research found. More women than men also disagreed that the assume this. Aviva Financial Advice managing director Sam Mirehouse said the findings showed an unconscious bias when thinking about ‘typical' advise...

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