Financial adviser lead generation platform Unbiased reported a 106% increase in consumer traffic originating from generative AI search tools during 2025, showing AI is playing a growing role in how clients find advisers.
The business said the surge in AI-generated leads contributed to a record £52 billion in assets under management opportunities facilitated through its platform last year, up 27% from £41 billion in 2024.
It added that its ‘matching’ system – where clients are paired with specific advisers – processed over 2.1 million matches during the year by using predictive algorithms to connect consumers with professionals it viewed as relevant to them.
Tim Grimsditch, MD of Unbiased, said Unbiased is building the “biggest dataset of adviser conversion data and investing in new AI tools like SmartAccept” to help advisers scale their businesses.
