This is the first in a series of insights based on our latest research with Censuswide, exploring the behaviours, attitudes, and untapped potential of affluent UK households. And the headline stat that stopped us in our tracks? Just 51% of respondents currently work with a financial adviser.
That means 49% of affluent households are still going it alone—tackling one of the most complex and consequential challenges of adult life without personalised guidance. For advice firms, this represents the single biggest organic growth opportunity of the next decade.
Why the other 49% hold back
It’s not always about cost, or even trust. Often, it’s a mix of:
- Perceived self-sufficiency: Many pre-retirees with six-figure pension pots believe a few index funds and a robo-adviser are “good enough.”
- Fee opacity: Adviser charging can feel unclear to those outside the advice profession.
- Inertia: They suspect they’d benefit from advice, but it keeps sliding down the life admin list.
These aren’t advice rejectors, they’re fence-sitters. Here’s how to help them take that first step toward professional guidance.
1. Offer a second-opinion retirement review
Build trust with DIY investors by stress-testing their current plan.
What you can do:
Run a fixed-fee or pro bono “retirement stress-test” for individuals who think they’ve got it all figured out. Frame it as a second opinion, not a sales pitch. Reassure them, highlight blind spots, and perhaps open the door to a lighter-touch advice relationship.
Better with Timeline:
Use Timeline’s retirement modelling to run thousands of scenarios across real historical events - market crashes, inflation spikes, wars, pandemics. It’s a level of insight that robo-advisers and spreadsheets simply can’t match. And it makes the value of advice instantly clear.
2. Create friction-free on-ramps
Make it easy for advice-curious prospects to dip a toe in.
What you can do:
Offer a low-cost, 30-minute virtual session with a clear deliverable, such as a one-page action plan. It’s a manageable, non-intimidating way for prospects to experience the benefits of advice without a long-term commitment.
Better with Timeline:
Get them to fill in Timeline’s digital factfind and risk profiling questionnaire before the meeting to streamline data collection. During the session, leverage real-time scenario modelling to demonstrate the impact of changing retirement dates, risk levels, or income needs. This turns a casual consultation into a moment of clarity.
3. Show up where they already look for answers
Meet potential clients in the channels they already trust.
What you can do:
Nearly half of non-advised individuals look to banks and family for financial guidance, and a quarter consult online forums. Contributing helpful, non-salesy content - like blogs, explainer videos, or Q&A sessions - can help position you as a credible, approachable expert.
Better with Timeline:
Use insights, visuals, and perhaps anonymised case studies from Timeline to back up your content. A powerful chart or real-world scenario can turn a good post into a great one - backed by real data and compelling context.
The real takeaway
The 49% gap isn’t a market failure - it’s an open door. And the key to unlocking it lies in lowering the barriers to entry, while reframing advice as peace of mind, not just portfolio management.
Because while a few index funds and a robo adviser might look sufficient, they can’t account for the full picture - tax planning, sequencing risk, multi-decade sustainability, family goals, behavioural coaching. They don’t offer someone to call when circumstances change or life takes an unexpected turn.
Modern financial advice is human-first. Your role is shifting from investment expert to life planner, behavioural coach, and trusted sounding board. Timeline helps you deliver all of that more efficiently, more visually, and with greater impact.
That’s your edge. Now let’s use it.
