Advice gaps highlighted in newly analysed data show older generations, men, and married individuals are significantly more inclined to seek financial advice, whereas younger people, women, single people, and certain regions remain largely underserved, according to intelliflo’s 2025 Advice Map of the UK.
Drawing on 2.8 million advised client records held within intelliflo office, the Advice Map of UK reveals how widely advice is accessed and found that engagement with financial advice varies considerably across age, relationship status, gender, and geographical location.
As the Financial Conduct Authority (FCA) looks to bridge the financial advice gap—particularly around pensions and investments—understanding who is receiving advice and why others are missing out is critical, intelliflo said.
The age gap: Nearly nine out of ten people receiving advice are 40 and over
Financial advice remains dominated by older generations, with those over 40 making up a staggering 88% of advised clients. Younger people, despite facing increasingly complex financial decisions, remain significantly underrepresented, with just 5% of advice-seekers under the age of 30. Even among those in their 40s, demand is low at 13%, reinforcing a persistent generational divide in financial planning.
The gender gap: men are more likely to receive advice than women
intelliflo’s data shows that men are more likely to seek financial advice, with 51% of men compared to only 43% of women accessing professional advice. This disparity is especially concerning as women tend to outlive men and are set to manage a larger share of UK wealth in the near future.
Northern Ireland sees the greatest divide, with 56% of males receiving financial advice, versus just 44% females.
North East follows closely behind with a 11% gap.
The relationship gap: Married couples are far more likely to take advice
Married couples are far more likely to take advice, with 66% of advised clients being married. In contrast, only 17% of single people and 11% of widowers seek financial guidance, illustrating that financial advice tends to be prioritised once in a marriage.
The regional gap: Londoners and those in the South East most likely to take advice
While London (10%) and the South East (16%) see the highest uptake of financial advice, areas like North East (3%), Wales (4%) and Yorkshire (7%) show much lower levels. Northern Ireland, in particular, stands out as the least advised region, with just 2% of the population receiving advice.
Widening access to financial advice through innovation
“Our 2025 Advice Map really highlights how urgent it is to address the growing advice gap,” says Nick Eatock, CEO of intelliflo. “Right now, financial advice is mostly reaching older generations, but we need to be more innovative and find ways to connect with younger people, women, and individuals across the whole country. Technology is key to making advice more affordable and accessible to everyone, no matter where they are or what their background is.”
He continued: “By embracing technology, including artificial intelligence, to streamline processes, advisers can serve more clients and grow their businesses. The future of financial advice will depend on how we use technology to both drive growth and ensure everyone has access to the support they need.”
As of November 2024, the data represents 2.82 million UK advised client records held within intelliflo office. All data is taken from what financial adviser customers have entered in intelliflo office and captures UK advised clients that have actively paid or have a valuation in place for professional advice in the last 24 months. This is the third iteration of intelliflo’s Advice Map of the UK.
