April 7, 2025
Proprietary study sheds light on financial advisors’ evolving media consumption habits
April 7, 2025 – Today Bloomberg Media shared the findings of “Future Focus: Financial Advisors in a Changing Landscape,” a new proprietary study to gain a deeper understanding of how financial advisors engage with media and communications. The study explores what sources they trust, when they’re most receptive, and how these practices influence their professional roles.
Building on the foundation laid by Bloomberg Media’s previous Financial Advisor studies dating back to 2017, Bloomberg Media’s Industry Accelerator surveyed 500 financial advisors from the US and 50 from Canada through a 15-minute online survey in partnership with Logica Research, along with behavioral observations using Bloomberg Media’s first party data to discover actionable information to help marketers stay ahead of the curve as the financial advisory landscape experiences significant transformation.
Key findings from the study below:
Financial advisors are navigating a rapidly changing and complex landscape this year. Thirty-six percent of financial advisors are expecting to be most impacted by economic uncertainty and inflation. Economic uncertainty is viewed as a bigger concern for more tenured generations, with 41.8% of Boomers (1946 – 1961) citing it as a major issue, compared to just 28.8% of Millennials (1982 – 1996). Additionally, 49% of advisors believe technology and AI disruptions will revolutionize the advisor industry in the next five years.
Financial advisors will closely monitor AI disruptions, regulatory changes, and market volatility. In response to these challenges, advisors are becoming increasingly vigilant, consuming financial news more frequently than ever. Nearly all advisors engage with a wide range of financial news, primarily focusing on market updates and stock analysis. They typically check financial news multiple times daily, with a peak in activity before market openings and after closings. Thirty-six percent of financial advisors are checking financial news more frequently compared to three years ago.
“As financial advisors navigate a fragmented media landscape amid ongoing industry disruptions, understanding what captures their attention is critical. We created this study to provide valuable insights that will help our clients understand what resonates, enabling more impactful and targeted marketing and media strategies,” said Michelle Lynn, Global Head of Data and Insights, Bloomberg Media.
Most advisors rely on financial news websites and apps for emerging trends and industry indicators, supplemented by search, print, video, podcasts, and conferences. Less conventional sources, such as online video or streaming, social media, and podcasts are being increasingly embraced by Millennial advisors. Thirty percent of financial advisors regularly use social media for financial news and 48% of financial advisors believe the credibility of the financial websites, apps, and sources they use provides them a competitive edge over other advisors.
Additionally, in an era increasingly dominated by technology and AI, financial advisors emphasize the importance of soft skills like relationship-building, accessibility, and the ability to simplify complex concepts. Two-thirds (66%) of financial advisors believe they can differentiate themselves by building long-term relationships with clients.
Client demand and emerging trends are driving advisor interest in ESG, crypto, and alternative investments. Twenty-eight percent of financial advisors are personally investing in cryptocurrency, though fewer are offering it, citing regulatory and compliance concerns. Two in five advisors (40%) currently offer ESG investments, though fewer (13%) are personally invested. Canadian advisors are more likely to recommend ESG investments to clients (Canada 28% vs US 9%), to be personally invested in ESG (Canada 32% vs US 11%), and less concerned with client demand as a challenge when incorporating ESG investments into client portfolios (Canada 36% vs US 53%).
In addition, 37% of advisors would be significantly more likely to engage with advertising that is rooted in data and 35% would be significantly more likely to engage with advertising that is written by recognized experts or journalists. Millennial and Gen X (1962 – 1981) advisors are more likely than Boomer advisors to engage with advertising if other advisors share it or it has video content.
“Future Focus: Financial Advisors in a Changing Landscape” highlights the importance of understanding how financial advisors engage with the media and respond to industry changes. As financial advisors adapt to evolving conditions, the insights provided in this study enables Bloomberg Media to refine its strategies, ensuring effective and targeted communication with financial advisors.
About Bloomberg Media
Bloomberg Media is the world’s leading multi-platform media company for business and finance, which draws on the editorial resources of more than 2,900 editorial professionals globally in 118 countries. Bloomberg Media is the consumer-facing media organization of Bloomberg L.P.