Most clients see value as a balance of fair pricing and reliable performance rather than chasing the lowest cost, according to Royal London’s 2025 Meaning of Value report.
Over half of respondents said their definition of value for money centres on price and quality (42%) or fairness (13%), while fewer than one in ten explicitly mentioned getting a “great deal”.
Produced in partnership with the lang cat and now in its third year, the report explores how consumers and financial advisers perceive value across a range of financial services.
It finds that people increasingly seek not only help in meeting financial goals but also reassurance and expert guidance for later-life planning.
When working with advisers, consumers place high importance on support in achieving objectives, peace of mind and building robust financial plans.
For financial products, the top priorities remain service quality, trustworthiness and competitive pricing.
The perceived value of financial advice continues to rise. Some 68% of consumers who pay for advice rate it as good or excellent value for money, up from 53% in 2023.
This trend reflects growing appreciation for professional guidance amid economic uncertainty.
Advisers are seen as crucial in helping clients “cut through the noise”, offering clarity during volatile periods and preventing short-term speculation from derailing long-term plans.
Nearly all advisers surveyed (97%) reported clients contacting them about recent Budget speculation, underlining the demand for timely advice.
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The report also highlights a significant shift in behaviour driven by technology.
More than half (55%) of those earning over £60,000 now use artificial intelligence (AI) tools to manage their finances.
Both consumers and advisers increasingly recognise AI’s potential to enhance decision-making and deliver tailored solutions.
While trust and service remain central to perceptions of value, digital tools are playing a growing role in financial planning.
Jamie Jenkins, director of policy at Royal London, said the findings show advisers remain “front and centre” of financial planning, even as AI adoption accelerates.
“Those advice firms that embrace its potential will likely see much greater benefit than those that view it as a threat,” he added.
Mike Barrett, consulting director at the lang cat, noted that consumers frame value less as a transaction and more as a relationship built on honesty, reliability and fair returns.
Advisers are responding by structuring services around these needs, supported by the professionalism underpinned by the Consumer Duty.
