Affluent investors' trust rises in advisers amid surge in digital and hybrid advice

A new Escalent Investor Brand Builder report shows a paradox shaping the affluent investor market: engagement and trust in traditional financial advisers are rising even as wealthy clients , particularly younger cohorts , increasingly turn to robo-advisors and AI-driven tools.

According to the original report, 42% of affluent investors (defined as those with at least $100,000 in investable assets) now report having a traditional financial adviser, a 300-basis-point increase from the 2023 survey. The survey, conducted online between July and August 2025 and including 5,038 affluent respondents, found the highest reliance on advisers among first‑wave baby boomers (69‑ to 78‑year‑olds) at 48%, while Gen X reported the lowest adviser use at 38%. Gen Z affluent investors were almost as likely as baby boomers to work with a traditional adviser, at 46%.

Yet digital engagement is accelerating. Escalent finds that 20% of affluent investors use robo-advisors, up 500 basis points from 2023, with adoption heavily skewed to younger investors: 55% of Gen Z affluent investors are “robo advised,” up from 33% a year earlier; 42% of millennials and 24% of Gen X use robo services. Use of robo-advice is also concentrated among those with $100,000–$500,000 in assets (22%) compared with investors holding more than $500,000 (18%). The company claims this mix presents “a critical opportunity for wealth management firms to differentiate and drive significant growth with these rapidly evolving segments,” Steve Ethridge, senior director of Cogent Syndicated by Escalent, said in a statement.

The report underscores that digital adoption does not equate to the replacement of human advice. Escalent found that trust in the financial investment community is highest among clients who work with a traditional adviser , 73% , rising from 64% in 2023 and 70% in 2024. Among self‑directed investors, trust stood at 50%. Moreover, 65% of robo‑advisor users rated access to a human financial adviser as “very important,” and 57% of all surveyed affluent investors placed high value on access to a traditional adviser, a 400‑basis‑point rise from 2023. These findings point to a strong demand for hybrid models that combine algorithmic efficiency with human oversight.

Broader research and industry developments corroborate Escalent’s picture. Escalent’s related “New Wave Investors” materials reiterate the 20% robo‑adoption figure and the persistence of demand for human access. Separate Escalent analysis published earlier in 2025 noted rising use of AI tools: roughly 30% of affluent investors reported using AI to inform investment choices, with nearly half of those users accessing AI daily. Industry data and market reports also signal rapid expansion in the robo and AI advisory market: analysts project the global robo‑advisory sector to grow sharply over the coming years, driven by increased retail adoption and generative AI capabilities, pushing incumbents and fintechs to broaden their digital offerings.

The competitive landscape is already changing. Earlier in 2025, Robinhood launched a robo‑advisor aimed at investors with more than $100,000 in assets, while Canadian robo Wealthsimple made a formal play into the U.S. market, underscoring how platforms that target younger or mass‑affluent customers are seeking share. Market observers note that many mass‑affluent clients favour blended service models: a 2025 industry survey indicated more than 70% of mass‑affluent investors prefer a mix of digital and face‑to‑face advice, and digital engagement among this group exceeds 80%.

For wealth managers and adviser firms, the implication is clear: preserving and building trust requires consistent investment performance and relationship management, while also integrating digital tools that meet client expectations for convenience, cost and transparency. “They must foster trust through consistent performance, but also leverage digital tools to complement, not replace, the value of their human‑centric advice,” Escalent’s Steve Ethridge said in the report.

Industry forecasts add pressure. Research and Markets projects substantial growth in algorithm‑driven advisory services over the remainder of the decade, with some analyses forecasting multiple‑fold increases in market size as chatbots, AI analytics and automated portfolio services become mainstream among retail investors. That expansion will likely intensify competition between traditional wealth managers, neo‑advisers and fintech platforms.

The convergence of rising adviser trust and rapid digital adoption suggests the most successful firms will be those that can credibly offer both: demonstrable investment outcomes, clear human accountability and seamless digital experiences that include robo and AI capabilities where they add value. According to the report, affluent investors’ behaviour in 2025 points to a market that is neither purely analogue nor wholly automated, but increasingly hybrid , and firms that fail to adapt risk ceding ground to competitors that can stitch together tech‑enabled services with enduring human advice.