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April 2026
Today, millions of people are having their financial questions answered not by a qualified advisor, not by a bank’s website, but by an AI platform.
STRAT7 have released new research on how UK consumers are using AI to make financial decisions. Our report looks at who they are, what they’re asking, and what it means for brands.
Free access to the full data and recommendations for brands.
We undertook proprietary consumer research across the UK to understand how people are actually using AI in their financial lives, and what that means for brands.
We explore demographics, and how usage varies by age, income, life stage, and appetite for growth.
The financial questions people actually ask AI, from investments and savings to budgeting and wealth goals.
How AI compares with banks, advisors, friends, and comparison sites on usage, satisfaction, and trust.
Four priorities for financial brands. Lean into growth, build for personalisation, design hybrid models, and market to AI platforms.
Not just tech enthusiasts. More than half the country. Among Millennials and Gen Z, it’s becoming the default first port of call.
And on satisfaction, AI is already ahead. 76% versus 72% for paid advisors. But trust tells a very different story.
The gap between satisfaction and trust is the most valuable space in financial services right now.
While 45% of Millennials and Gen Z take most of their questions to AI. Same country. Completely different relationship with money.
They’re not searching for facts. They’re asking for direction. The kind that used to be the exclusive domain of a financial advisor.
40% of AI financial users have asked for investment advice. They’re not just browsing. They’re acting on what AI tells them.
This is the first of three STRAT7 reports exploring how financial consumer behaviour is changing, starting with the growing role of AI. Together, the series uncovers what people now expect from financial providers – and what that means for brands.
Quantitative consumer study. Nationally representative sample of UK adults.
Open-ended responses analysed to capture how people naturally ask financial questions – in their own words.
Statistical mapping to show how AI compares with other financial information sources.
Report 1 of 3. Upcoming: generational expectations, brand implications.
The question is what your brand does next.
Find out who they are, what they’re asking, and where the real opportunity sits for financial brands.
