Affluent Investors Turn to AI to Find Financial Advisers

A survey by Ficomm Partners and Absolute Engagement found 8.7% of high-net-worth investors now use artificial intelligence when searching for financial advisers. The study collected responses about how affluent investors research referrals and vet prospective firms.

Among respondents, 25.3% of investors with $5 million or more in assets reported using AI, and 15% of investors under age 45 reported the same. The survey also found 13.1% of respondents used Google and 9.6% used social media when researching advisers.

Meg Carpenter, CEO of Ficomm Partners, noted that two years ago AI did not register in client research and that consumer use has grown enough for the report to include a separate section on AI.

A separate poll of 500 mass-affluent Americans by Wealthtender found about 25% planned to use ChatGPT or similar AI tools as a primary starting point for finding an adviser. Brian Thorp, founder of Wealthtender, wrote that he expects more Americans to go online and increasingly rely on AI when hiring an adviser.

Samantha Russell, chief evangelist at FMG, wrote that many people now pose context-rich questions inside chatbot tools rather than typing straightforward search queries, and she urged advisers to ensure they appear in the data sources those models draw from.

John O’Connell, CEO of The Oasis Group, wrote that social platforms use AI-driven algorithms based on a user’s prior activity and can create an ‘ideal client’ profile. He wrote that targeted social media outreach aimed at specific investor segments is more likely to match the profiles these tools generate.

The report lists practical steps advisers can take to improve discoverability. Ficomm Partners recommends maintaining a consistent brand voice, publishing clear content that shows distinct expertise, making client testimonials available across channels, and layering AI-aware strategies on top of traditional search-engine optimization. Carpenter noted AI tools draw from advisers’ websites, content, reviews and social media.

The survey found 49% of investors under 45 used at least four different methods — including AI, social platforms, Google searches and personal referrals — to vet potential advisers. Carpenter observed that next-generation high-net-worth clients treat choosing an adviser like a hiring decision and often seek validation before making initial contact.

Samantha Russell and John O’Connell are scheduled to speak at the ADVISE AI event in 2026, where sessions will cover building specialized AI tools and ways for advisers to be visible to clients using chatbot searches.

The surveys indicate AI is one of several tools affluent investors use when searching for financial advice. Advisers’ online content and social presence supply information that both people and machine-based tools use to generate referrals.