
What do clients really want from a financial adviser?
Morningstar research finds that clients are looking for more than help with specific financial problems – and advisers may need to rethink how they explain their value.

Morningstar research finds that clients are looking for more than help with specific financial problems – and advisers may need to rethink how they explain their value.

Advisers can highlight their human edge by spotting common gaps in AI-generated DIY plans, from overconfidence in returns to blind spots in risk protection.

Earlier counselling can help members to make more sustainable financial choices, allowing them to embrace retirement with less stress and greater financial integrity.

From misrepresented investment products to overlooked policy details, the cases show how advisers can better serve clients by providing clear, timely, and relevant information.

The planner acted in the client’s best interest, highlighting the importance of clear communication and thorough record-keeping in financial advice.