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45% of Millennials and Gen Z take most of their financial questions to AI. 72% of Boomers have never used it at all.
At a glance
STRAT7’s April 2026 UK consumer research found that 45% of Millennials and Gen Z take most of their financial questions to AI, while 72% of Boomers have never used AI for a financial question. AI financial users earn nearly double the household income of non-users (£69,475 versus £34,841), prefer higher-risk investments, and want providers who challenge conventional thinking rather than emphasise safety.
Key statistics
- 45% of Millennials and Gen Z take most of their financial questions to AI
- 72% of Boomers have never used AI for a financial question
- 56% of Gen X have never used AI for a financial question
- 22% of Millennials would not trust AI for financial information, against 77% of Boomers
- £69,475 average household income of AI financial users, against £34,841 for non-users
- 35% of AI users are young families, against 7% of non-users
- 29% of AI users bank with a neobank, against 13% of non-users
Our latest consumer research shows that there is a generational split when it comes to using AI for finances, sizable enough to indicate that change is coming fast. Among Millennials and Gen Z, AI is rapidly becoming the first port of call for financial questions. While for Boomers, it barely registers.
Interestingly, the difference goes deeper than simple technology adoption.
AI users behave differently
People who use AI for financial questions are not just younger. They are higher earners (£69,475 average household income versus £34,841 for non-users). They are more likely to be young families. They bank with neobanks, invest in crypto, and own stocks at significantly higher rates. And when presented with a hypothetical investment choice, they pick the higher-risk, higher-reward option.
They also want something different from their financial provider. They are more likely to agree that their provider should prioritise their personal goals, even if that means challenging conventional advice. The language of safety and stability that financial services marketing has relied on for decades may simply not resonate with this audience.
What this means for how brands communicate
If your marketing still assumes that financial customers want reassurance above all else, you may be losing out to the fast-growing audience who are turning to AI for advice. This customer is growing in spending power and in their handling of complex financials, and they are the ones asking AI questions like, “How do I grow my investment by 70% in two years?” They want boldness, personalisation, and speed.
That does not mean ignoring older consumers. 77% of Boomers say they would not trust AI for financial information at all, which means they still rely on traditional channels and relationships. The challenge for brands is serving both audiences.
Our next report will go deeper into this generational divide, looking at what different age groups actually want from their bank and how the expectations of younger consumers are reshaping what financial brands need to deliver.
Report
AI: The financial advisor in everyone's pocket
Frequently asked questions
What percentage of Millennials use AI for financial advice in the UK?
45% of Millennials and Gen Z take most of their financial questions to AI (STRAT7, April 2026).
What percentage of Boomers use AI for financial advice?
72% have never used AI for a financial question.
Are Gen Z using AI for financial advice?
Yes. Within the combined Millennial and Gen Z cohort, 45% use AI as their primary source for financial questions.
How is Gen X using AI for financial questions?
Selectively. 56% have never used it; those who have tend to use it alongside traditional channels rather than as a default.
Do younger consumers trust AI more than older consumers?
Yes. Trust in AI for financial information is significantly higher among Millennials (78%) than among Boomers (23%).
Why does the generational gap matter for financial brands?
Because the audience growing in spending power and financial complexity behaves differently. Marketing optimised for older audiences may not land with younger ones.
What do younger consumers want from financial brands?
Boldness, personalisation, speed, and providers who challenge conventional thinking, not just protect them from risk.
Who conducted this research?
STRAT7, a UK strategic insights and analytics consultancy. The report was published in April 2026.
About the author
- Jane Passey
- Director, STRAT7 Jigsaw
Jane is a mixed methods research director at STRAT7 Jigsaw, where she partners with clients across industries and regions to bring their customers closer into view. From uncovering emerging trends to identifying whitespace and refining brand positioning, she helps organisations make confident, insight-led decisions. She’s especially passionate about combining methodologies to craft meaningful insights and tell powerful, engaging stories.