One of the more persistent challenges advisers face is that clients do not always fully understand what they are invested in, or how those investments connect to the real world. When portfolios feel abstract or difficult to interpret, uncertainty can build- particularly during periods of market volatility.
This is not a marginal issue. Research from our new Investor Compass shows that 64%1 of investors would feel more comfortable with their investments if they could see them contributing to their local or regional economy. Investors are not just focused on returns- they are also seeking reassurance about the role their money is playing.
This shift creates an opportunity for advisers to bring greater clarity into client conversations. By helping clients better understand what they are invested in and why, advisers can strengthen engagement and confidence at a time when both are under significant pressure.
A shift in client questions
Clients themselves are already signalling this change. In today's uncertain economic environment, conversations are increasingly moving beyond performance metrics and asset allocation. More clients are asking what sits behind their portfolios in practical terms. Questions such as "what is my money actually invested in?" and "what impact is it having?" are becoming increasingly common.
Our data reinforces this trend: 69% of investors1 say they would be happier with their investments if they were directly contributing to improving the UK. For many, this is less about specific themes and more about making investments feel tangible and relevant. When that connection is missing, portfolios can feel opaque, weakening confidence over time and making it harder for clients to stay committed during periods of uncertainty.
For advisers, this represents an opportunity to add value that goes beyond investment selection. Our research suggests how investments are explained and understood is becoming just as important as what is ultimately recommended. The impact of advice in this context is already clear. 95% of advised investors say advice improves their peace of mind, and 91% say it makes their investment journey feel calmer.
The opportunity for advisers
Advisers can play a central role in helping clients connect their financial goals with real-world outcomes. This does not require a shift towards any single theme or agenda. Instead, it starts with understanding what matters to each client beyond returns. That may include the type of assets they are invested in, the geographic focus of those investments, or the broader impact they have.
Framing portfolios in a way that reflects these preferences can make a meaningful difference. When clients have a clearer picture of what they own, they are more likely to feel confident in the role those investments play within their wider financial plan.
Real assets can play an important role in bringing these concepts to life. Investments in areas such as infrastructure, property, and regeneration projects offer a tangible link between portfolios and economic activity. These assets can provide long-term return potential while also supporting growth and development in the real economy. Crucially, they give advisers something more concrete to reference in client conversations, helping to illustrate how capital is being deployed in practice.
However, accessing these types of investments directly is not always straightforward. This is where the role of well-structured investment solutions becomes important. For advisers, having exposure to a broad range of underlying assets can help bridge the gap between abstract allocations and real world outcomes.
PruFund is one example of how this can be delivered at scale. It provides access to a wide range of underlying investments, including private markets and real assets that were typically difficult for individual investors to access directly. This includes exposure to domestic infrastructure projects and commercial property, such as Manchester Arndale Centre, and even alternative income assets like music rights investments through Seeker Music.
For advisers, this creates a more practical way to bridge the gap between client expectations and portfolio implementation. It enables conversations that go beyond asset classes and towards tangible examples of how client capital is working. In doing so, it can help make portfolios feel more grounded and easier to understand.
Understanding evolving expectations
As client expectations continue to evolve, the way portfolios are communicated will need to evolve alongside them. With 64%1 of investors highlighting the importance of local or regional impact, this is no longer a niche consideration.
Advisers who incorporate these discussions alongside performance and risk considerations will be better placed to reinforce their value while supporting long-term confidence and engagement. Solutions such as PruFund can support this shift by offering both diversified investment exposure and a clearer way to demonstrate how client capital is allocated in practice.
In an environment where understanding and confidence are increasingly linked, helping clients see what they own (and why it matters) can make a meaningful difference to investor outcomes and the client/adviser relationship.
You can read the full results from our Investor Compass report at the link: M&G Investor Compass | Investor Confidence in Volatile Markets
[1]Advised and non-advised investors combined
