Wealthtender - 2025 Study - How Americans Find & Hire Financial Advisors

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https://wealthtender.com/insights/how-americans-find-and-hire-financial-advisors/

Five Key Takeaways:

1. While many Americans start their search for a financial advisor with a referral from friends or family, almost everyone will dig deeper: 97% plan to interview multiple advisors and 96% will do further research online before making a hiring decision.

2. To decide if an advisor is the right fit, the most popular next step for 83% of respondents is to research the advisor’s reputation by looking for online reviews and awards, followed by an introductory call with the advisor (73%) and visiting the advisor’s website (72%).

3. Before contacting an advisor, survey respondents said the two most important pieces of information they want to know are the advisor’s areas of specialization (64%) and fee/pricing structure (62%).

4. Most respondents are generally comfortable with advisors using artificial intelligence (AI) tools to streamline admin tasks, somewhat comfortable with AI to help generate personalized financial plans, though uncomfortable with investment decisions outsourced to AI.

5. A third of respondents said an advisor’s location is not a factor as they prefer to meet exclusively online.

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