Affluent investors are increasingly willing to pay for financial advice, as in 2010, just 38% of affluent investors said they were willing to pay for advice, compared with 68% in 2025, according to a recent report.

This 30-percentage-point increase can be attributed in part to greater accessibility of financial advice, continued fee compression across both advisers and product fees and the proliferation of fiduciary advice, finds the latest Cerulli Edge – US Managed Accounts Edition report.

Investors’ willingness to pay for advice increases as household financial assets grow reflecting the added complexity that accompanies greater wealth.

Notably, 75% of high-net-worth investors with US$5 million or more, along with 64% of those with between US$2 million and US$5 million, the report notes, say they are willing to pay for advice.

Even among those with less than US$100,000 in financial assets, the report points out, just 34% say they are not willing to pay for financial advice.

Despite the clear link between wealth and willingness to pay investors across all wealth levels show they want advice and are willing to pay for it.

“As an individual's wealth grows, taxes become more burdensome, financial and estate planning becomes more complicated, and additional investment products ( e.g., separately managed accounts, alternatives ) become more accessible,” says Michael Manning, a Cerulli research analyst. “Investors encountering these challenges for the first time naturally need assistance navigating the numerous complex variables linked to asset growth. The value of financial advice now extends beyond higher market returns.”