VouchedFor’s 2026 Top Rated Financial Adviser Guide features a record 2,784 advisers.
VouchedFor, which collates reviews of financial advisers, says the number of advisers is up 6% on last year.
The criteria for inclusion include being a VouchedFor member, which involves undergoing a series of checks.
Client feedback is collected via Elevation, with over 250,000 client feedback statements included. Advisers can also share feedback publicly on VouchedFor.
The guide is distributed in The Times and VouchedFor claims it highlights that while AI can improve efficiency it cannot replace demand for human advice.
Nearly all (98.9%) clients whose reviews built the guide said they would recommend their adviser, more than four in five (86%) said they clearly understand the fees they are paying, and 97% said they understand the level of risk involved.
Harriet Spurrell, head of customer success at VouchedFor, said: “AI is undoubtedly changing how people engage with their finances, but it can’t replace the reassurance, empathy and personal understanding that a professional adviser brings. Financial decisions are deeply human, and clients still want someone they trust by their side.
“What is changing is how that trust is built. More consumers are researching advisers online before making contact, which means reputation has never been more important. Advisers who are proactive in building and maintaining their presence are best placed to stand out.”
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