How Financial Advisers Can Transform Consumer Value Research Into Growth: Royal London 2025 Insights

Royal London’s third annual Meaning of Value research report reveals a sector transformation: 68% of consumers now rate their financial adviser as providing good or excellent value for money, up from just 53% in 2023. But for advisers seeking to leverage these findings, the critical question isn’t what the research says—it’s how you should market differently because of it.

This analysis translates key research findings into actionable marketing strategies for financial advisers and client communication frameworks that can drive growth whilst meeting Consumer Duty requirements.

Understanding What Consumers Value: The Foundation for Your Marketing

The research confirms what behavioural science has long suggested: consumers evaluate financial services through three distinct lenses.

The Three Pillars of Perceived Value

1. Functional Value (Does it meet my needs?)
Consumers prioritise good service (37%), trust (33%), and competitive pricing (26%) when selecting providers. Notably, price ranks third—not first—challenging the assumption that fee-conscious consumers always choose the cheapest option.

2. Emotional Value (How does it make me feel?)
This is where advisers have the greatest opportunity. Client trust and confidence dominate consumer decision-making, with 75% of advisers now focusing on intangible benefits like peace of mind, reassurance, and emotional support—up dramatically from 48% last year.

3. Experiential Value (Is it convenient and trustworthy?)
The research shows 80% of consumers consider whether an adviser “feels like a good fit” as very or somewhat important. This human connection cannot be replicated by technology or commoditised services.

Marketing Implication: Lead with Relationships, Not Returns

Whilst 43% of consumers say investment performance is their most important value consideration (higher than advisers estimate at just 22%), the research demonstrates consumers will pay more for trusted relationships and quality service over cheapest fees.

Action: Review your website homepage. Does it lead with investment performance figures, or does it emphasise trust, understanding, and long-term partnership? The data suggests the latter resonates more powerfully.

How to Market Intangible Value: The 68% Satisfaction Opportunity

The dramatic improvement in client satisfaction ratings presents an industry-wide marketing opportunity—but only for advisers who can articulate intangible benefits effectively.

Campaign Idea 1: “Beyond the Numbers” Content Series

Create a multi-channel campaign demonstrating how you add value beyond portfolio returns:

• Video testimonials: Ask clients to describe their experience in terms of “peace of mind,” “confidence in decisions,” or “feeling supported during uncertainty”
• Blog series: “7 Ways We Add Value That Don’t Appear on Your Statement”
• Social media: Behind-the-scenes content showing your process for “understanding what the money is for rather than purely concentrating on investments”
• Email sequence: Case studies highlighting how you’ve helped clients navigate life transitions, market volatility, or family financial decisions

According to the research, consumers who work with advisers rate satisfaction with “takes the time to understand me and my unique needs” at 82%—higher than nearly every other factor. This is your competitive differentiator.

Learn how to implement effective client engagement strategies

Campaign Idea 2: Demonstrating Trust Through Transparency

With 86% of advisers using fixed or capped fees and consumer understanding of fees improving (average rating 7.5/10, up from 7.3), transparency has become table stakes.

Marketing assets to create:

• Fee comparison calculator showing total cost of advice vs. DIY investing mistakes
• Interactive “What You Get” value breakdown beyond annual statements
• Video explainers: “How We Charge and Why It’s Fair”
• Annual value reports for clients highlighting: goals achieved, decisions supported, crises navigated, and emotional support provided

The research shows 79% of consumers are satisfied with their adviser’s fees when they understand what they’re paying for. Your marketing should make this crystal clear before the first meeting.

Positioning Against AI and Technology Disruption

Perhaps the most strategic finding: whilst 55% of high-income consumers (£60k+) use AI services to help manage finances, consumers remain cautious about AI replacing human advisers. Only 23% of consumers currently use AI-based financial services, and preference for “human advice when it comes to financial decisions” ranks as consumers’ top reason for not adopting AI.

Campaign Idea 3: “AI + Human: The Best of Both Worlds”

Rather than positioning against technology, embrace it strategically:

Educational content series:

• “What AI Can Do (and What Only Your Adviser Can)”
• “How We Use Technology to Serve You Better”
• Webinar: “The Future of Financial Advice: Why Humans Matter More Than Ever”

Key message: Technology enhances efficiency and data analysis, but cannot replace empathy, contextual understanding, complex family dynamics navigation, or emotional support during market turbulence.

This positions you as innovative whilst reinforcing your irreplaceable value. The research confirms advisers see AI as primarily impacting back-office functions (implementation, investment management, technical expertise) rather than the relationship itself—exactly the message your marketing should convey.

Explore how behavioural psychology strengthens client relationships

Converting Budget Speculation Into Value Demonstrations

The research reveals 97% of advisers received client contact about Budget speculation—a 15% increase. Whilst challenging, market volatility and policy uncertainty create opportunities to demonstrate value.

Campaign Idea 4: “Managing the Noise” Communication Framework

Immediate actions:

• Proactive email to all clients: “What Budget Changes Mean for Your Plan”
• Social media posts: “Our Philosophy on Reacting to Speculation”
• Video message: Personal reassurance from adviser about staying focused on long-term goals
• Blog article: “3 Questions to Ask Before Reacting to Any Financial News”

Ongoing content themes:

• “Why We Focus on What We Can Control”
• Client stories: “How Our Advice Helped During [Previous Crisis]”
• Educational series: “Understanding vs. Reacting: A Better Approach to Market News”

The research shows that whilst Budget speculation creates anxiety, it also reinforces adviser value. Your marketing should position these moments as exactly when professional guidance matters most.

Gender-Specific Messaging: Hidden Opportunity in the Data

The research reveals significant gender differences in what drives value perception:

• Males: More focused on investment returns (29% vs. 22% females) and competitive price (29% vs. 23%)
• Females: Higher emphasis on trust (35% vs. 31%), good service (38% vs. 36%), and “takes time to understand my unique needs” (19% vs. 16%)

Marketing Implication: Segment Your Messaging

This doesn’t mean separate websites, but it does suggest tailoring content:

For financially engaged women:

• Emphasise relationship-building, understanding, and personalised service
• Case studies featuring female clients discussing emotional support and life-stage planning
• Content addressing confidence gaps: “Questions You Might Be Afraid to Ask Your Adviser”

For performance-focused investors:

• Balance emotional value with performance transparency
• Include investment philosophy explanations and portfolio construction detail
• Provide regular performance commentary contextualised within client goals

Discover strategies for building trust with different client segments

Age-Based Value Perceptions: Tailoring Your Client Acquisition

The 55+ demographic—critical for most advice firms—shows distinct preferences:

• Higher emphasis on “good service” (41% vs. 37% overall)
• Greater importance of “decisions being in best interests” (27% vs. 24%)
• More focus on “provider financial security” (30% vs. 24%)

Campaign Idea 5: “Experience Matters” Pre-Retiree Campaign

Content pillars:

• Service excellence case studies featuring 55+ clients
• Provider due diligence transparency: “How We Select Providers for Your Money”
• Retirement planning complexity explainers demonstrating expertise
• “What Sets Us Apart” messaging emphasising depth of experience

Distribution channels:

• Targeted LinkedIn campaigns to pre-retirees
• Local press articles on retirement planning
• Educational seminars at community venues
• Partnerships with retirement-focused organisations

The research validates this demographic values service quality and trustworthiness above cost considerations—your marketing should reflect these priorities.

Provider Selection as Marketing Asset: Demonstrating Due Diligence

The research reveals 88% of advisers rate product/provider quality as very or somewhat important to their value proposition, yet marketing rarely showcases this expertise.

Marketing Strategy: Showcase Selection Rigour

Create content demonstrating:

• Provider selection methodology
• Due diligence frameworks
• Regular provider reviews
• Why you recommend specific platforms/products

Example webpage copy: “We recommend [Provider X] because:

• Financial strength rating of [X]
• Industry-leading customer service scores
• 20+ year track record supporting clients through claims
• Technology platform rated [X] for user experience”

This approach aligns with how consumers actually make value decisions whilst demonstrating thoroughness and due diligence.

The Investment Performance Paradox: Bridging the Expectations Gap

Here’s the critical disconnect: 43% of consumers say investment performance is their most important value factor, yet only 22% of advisers believe it significantly impacts client perception of their value.

This gap creates risk. In the research, male consumers and high-income individuals particularly emphasise returns.

Marketing Strategy: Contextualise Performance Within Planning

Communications approach:

• Regular performance updates with market context
• Focus on “performance relative to your objectives” not just index benchmarks
• Acknowledge when returns disappoint whilst reinforcing long-term strategy
• Celebrate when performance enables goal achievement

Content creation:

• Quarterly market commentary explaining your investment philosophy
• Annual “How Your Portfolio Performed and Why It’s Positioned for Your Goals”
• Educational pieces: “Why Short-Term Performance Doesn’t Tell the Whole Story”

Understand how investment psychology influences client decisions

Sustainable and UK-Focused Investing: Opportunity Misalignment

The research reveals interesting demand patterns:

• Sustainable investing: 36% of consumers interested, with 27% of adviser clients showing moderate-to-strong interest
• UK economy investing: 30% of consumers interested, but only 15% of advisers perceive client demand

Marketing Strategy: Educational Positioning

For sustainable investing:

• Content series: “What Sustainable Investing Really Means”
• Performance analysis: “How ESG Portfolios Have Performed”
• Client case studies: “Investing in Line with Your Values”

For UK economic growth investing:

• Government policy explainers
• UK equity opportunity analysis
• Risk/reward education: “Home Bias vs. Global Diversification”

These topic areas offer thought leadership content opportunities without requiring immediate portfolio changes.

Practical Marketing Implementation: 90-Day Action Plan

Based on the research findings, here’s a prioritised implementation roadmap:

Month 1: Foundation Setting

Week 1-2: Audit Current Messaging

• Review website copy: Does it emphasise relationships and trust over performance?
• Analyse client communications: Are you articulating intangible value?
• Assessment: Where do prospects first encounter “value” messaging?

Week 3-4: Develop Core Assets

• Create value demonstration framework for client reviews
• Draft “What Clients Value” positioning statement
• Design quarterly value report template

Month 2: Content Creation

Week 1-2: Video Production

• Record 3-5 client testimonials focused on emotional value
• Create adviser introduction video emphasising understanding and partnership
• Develop “How We’re Different” explainer

Week 3-4: Written Content

• Write blog series: “Beyond the Numbers” (7 articles)
• Develop email sequence for prospects
• Create budget speculation holding statement template

Month 3: Systematic Rollout

Week 1-2: Existing Client Communication

• Send new quarterly value reports
• Launch client satisfaction survey using research-validated questions
• Host appreciation event emphasising relationship focus

Week 3-4: Prospect Marketing Activation

• Update website with relationship-first messaging
• Launch social media campaign using client testimonials
• Begin educational webinar series on value topics

Measuring Marketing Effectiveness: KPIs Aligned with Research

Traditional marketing metrics (website visits, social followers) don’t capture value communication effectiveness. Instead, track:

Lead Quality Metrics:

• % of initial enquiries mentioning trust/relationship (vs. fees/performance)
• Average time from first contact to first meeting (longer may indicate higher engagement)
• Enquiry source: referrals vs. digital (relationship-focused marketing should increase referrals)

Client Satisfaction Indicators:

• Net Promoter Score tracking
• % of clients rating “understanding my needs” 8+ out of 10
• Quarterly value report engagement (opens, feedback requests)

Conversion Metrics:

• % of prospects converting from “value-focused” marketing vs. “performance-focused”
• Average client value from different marketing channels
• Client lifetime value differentiated by acquisition source

Implement analytics frameworks for measuring marketing ROI

Key Takeaways: From Research to Revenue

Royal London’s research provides evidence-based validation for relationship-focused advisory models. The strategic marketing opportunities are clear:

1. Lead with intangible value in all communications—peace of mind, trust, and understanding resonate more powerfully than performance claims

2. Demonstrate transparency proactively—the 79% satisfaction with fees among those who understand their costs proves clarity drives perceived value

3. Position AI strategically—embrace technology for efficiency whilst reinforcing the irreplaceable human elements of advice

4. Capitalise on volatility—market turbulence and policy speculation create opportunities to demonstrate advisory value in real-time

5. Segment messaging thoughtfully—gender, age, and income influence value perception; one-size-fits-all marketing misses opportunities

6. Evidence value systematically—Consumer Duty requirements create marketing assets when done well

7. Address the performance paradox—acknowledge investment returns matter whilst contextualising them within holistic planning

The research confirms financial advice value increasingly derives from relationship, trust, and emotional support rather than pure investment performance. Advisers who translate these findings into compelling marketing will not only meet regulatory expectations but will build sustainable competitive advantages in an evolving marketplace.

For advisers seeking support implementing these strategies, explore how specialist financial services marketing can help transform research insights into client growth.

This analysis is based on Royal London’s “The Meaning of Value” research report (November 2025), conducted with The Lang Cat. Consumer research by Opinium (2,000 UK adults, October 2025) and adviser research (151 respondents, September 2025).