Financial adviser AI platform Marloo has partnered with the Federation of European IFAs (FEIFA) to offer AI support to its members.
Marloo will support FEIFA members looking to adopt AI via hands-on support, CPD-accredited webinars and regular articles in FEIFA’s magazine.
Paul Stanfield, CEO of FEIFA said, “For our membership, the question is no longer whether to use AI, but how to use it to grow: taking on more clients, strengthening existing relationships and building a business that holds its value.”
Marloo raised $10m (£7.41m) in a seed funding round led by Blackbird Ventures earlier this year, taking total funding raised by the fintech to $12.7m (£9.41m) in 12 months.
The fintech firm, which launched in 2025, claims its AI technology is used by 650 financial advice firms across six countries.
FEIFA is a non-profit trade association for European independent financial advice firms. It has partnerships with international life insurers, asset managers, pension and trust companies. Its members advise on assets in excess of 18bn EUR (£15bn).
More than nine out of ten (93%) UK wealth management professionals expect AI to become integral to their work within the next two years, up from 87% a year ago, according to research from technology services firm Avaloq.
Confidence in the benefits of the technology is also growing, with 90% of UK wealth managers saying AI will benefit the wealth management industry, up from 82% in 2025 and notably higher than the global average of 76%.
Around 382,000 unadvised adults are acting on financial guidance from AI tools, with around £47.4bn in assets between them, according to the LangCat. The level of assets under advice by AI puts it on a par with the £40bn advised via network True Potential or the £50bn of assets held on the Aviva platform.
The 2026 Advice Gap study from the LangCat found that 24% of adults have asked an AI tool about their personal finances in the past two years, with 13% doing so several times a year or more.
Among those using AI for financial advice, 31% asked about investments, 18% about investing for retirement and 16% about pensions more generally.
A recent report from operating systems provider Saturn found that AI models such as ChatGPT, Claude, Copilot, Grok and Gemini give wrong answers to financial inquiries on average 57% of the time.