Produced in partnership with the University of Exeter and the University of Surrey

We have conducted a research study with 1,535 customers which highlights the importance of trust and its positive impact on consumers’ intention to purchase advice.

Our report covers the following:

• What is 'advice'?
• What is 'trust'?
• The 'advice gap'
• Customer research findings
• Improving trust in financial advice (introducing the academic research)
• How to improve purchase intention in a multi-channel world