Appetite for financial advice increases yet overall take-up rate falls

The Appetite for Advice index is calculated using feedback from a nationally representative sample of 2,000 consumers and then compared to the same factors measured in a previous survey conducted in 2021. The Index is a composite score, with a maximum possible score of 100. The report launched today (19 November) found that in 2025, the index measured 30, which is up from a score of 24 in 2021. Aviva said this shows an overall increase in the level of engagement with advice across all consumers surveyed, advised and non-advised. For men, the score is 32, up from 26, and for women it i...