The Real Value of Financial Advice: More Than Just Numbers

When people think about financial advice, they often ask “Is it worth the cost?”

But according to Royal London’s Meaning of Value Report 2025, the real story isn’t just about cost versus return – it’s about trust, clarity, and long-term confidence.

Value is about more than price

The report shows that consumers no longer define value purely in financial terms, but built on:

• Trust and honesty
• Quality of service and personalisation
• Fair, transparent fees
• Long-term reassurance and peace of mind

In fact, fewer than 1 in 10 consumers (who took part in the research) define value as simply getting a “good deal.” Emotional and experiential factors now outweigh price alone.

“Adding value for our clients is something that we focus very strongly on. While it’s essential that our clients are happy with the service they receive, we also go beyond the annual financial planning review by maintaining regular communication throughout the year.” says MD Karl Pemberton

“Clients receive a quarterly survey – inviting their views on topics such as pensions and interest rates; a market insight video where we invite industry specialists to discuss market developments and potential impacts on clients’ investments, and a client newsletter featuring relevant news and firm updates”

So, what do clients really want from financial advice?

The Royal London research says that consumers want:

• Achieving financial goals (33%)
• Gaining peace of mind (30%)
• Creating a clear plan for the future (28%)
• Finding someone they can trust (27%)

Proving that financial advice is as much about confidence and clarity as it is about cost/return.

This is reinforced further by the report, where the most valued adviser traits include:

• Acting in the client’s best interest
• Strong knowledge and expertise
• Clear fee structures
• The ability to explain complex concepts simply

 What about Artificial Intelligence in financial planning?

While AI is increasingly used to support financial decisions, research shows that consumers still prefer human advice for complex or important choices. Why? Because:

• Financial decisions are emotional, not just logical
• People want reassurance during uncertainty
• Complex situations require personalised judgement

And what do our clients say?

Last year we asked a snapshot of clients ‘Where do you think Active Chartered Financial Planners has added the most value for you?’ The top results were clear:

• Helped me to retire comfortably (45%)
• To become financially secure (29.9%)

We also returned a Net Promoter Score of 4.95 out of 5.00 meaning clients are genuinely satisfied with the service they receive and would recommend Active Chartered Financial Planners to others.

“While we continue to embrace advancements in technology, including AI, to improve both our internal processes and client experience,” says Karl, “the true value lies in the human element. Client-first advice, built around individual financial goals, combined with long-term relationships, peace of mind, reassurance – especially during uncertain times and trust, is what truly makes the difference”

Source: Royal London’s Meaning of Value Report