Amundi Decoding: Investor Advice and Influences report 2026
2026 Marketing Communication DECODING Investor Advice & Influences
AI Tools: From Emerging to Embedded Professional Advice: Reassurance and Alpha Influencers: A Mainstream Source of Support What Drives Provider Trust and Choice? 70% of investors use AI tools at least occasionally when making investment decisions. 61% of investors globally access professional advice in some form, rising to 87% among HNW investors. 46% of investors globally now use influencer content as a source of investment information, advice or guidance. 43% of investors trust advice from investment providers, banks and platforms, compared with 33% for AI and influencers. AI is no longer a niche research tool. Adoption is highest among wealthier, more confident and regularly advised investors, reinforcing that AI is most often used alongside professional support rather than instead of it. Today, investors are combining professional advice with digital tools, AI and third‑party content in parallel. What differentiates professional advice is not superior information access, but reassurance, interpretation and perceived alignment. Influencer content has become a mainstream input across age and wealth groups, serving different roles by segment: entry‑point learning for some, and market intelligence or validation for others. Providers retain a trust advantage, but it is conditional. Trust is driven less by pricing or product features than by reputation, transparency, regulation and perceived alignment of interests. 16 ‑ 27 04 ‑ 15 28 ‑ 37 38 ‑ 45 Headlines Today, investors are blending professional advice, AI tools, influencer content and digital platforms in parallel. As a result, guidance is valued less for providing information – which is now widely available – and more for helping investors interpret what they see, feel confident in their decisions and trust that advice is aligned with their interests.
1 Fig. 1: % of investors accessing professional financial guidance regularly / occasionally (weighted totals)* 4 DECODING | Investor Advice & Influences 5 DECODING | Investor Advice & Influences The nature of what investors want from advice is no longer just performance, it is peace of mind. Investors want a trusted person to sense-check decisions and offer the reassurance that comes from a professional. The data confirms that regularly advised investors are also dramatically more confident in their portfolios and their decision ‑ making – despite often having lower financial literacy scores. Potentially reflecting those that choose to completely outsource their decision making. TWN DEU SNG NED CHE DNK AUT KOR IRE ZAF HKG CHN BEL IND THA ITA UAE POL BRA GBR ESP MYS FIN SWE FRA JAP 32% 37% 49% 50% 52% 52% 55% 58% 58% 59% 60% 60% 60% 62% 64% 64% 66% 68% 68% 69% 70% 71% 72% 72% 83% 78% GLOBAL 61% * Base size: total investors, n=13,249 Against a backdrop of market volatility and growing financial complexity, professional advice has never been more sought after. Nearly two ‑ thirds of investors globally (61%) consider that they have access to professional financial guidance of some sort. Professional advice: used for reassurance & performance
61% of investors globally have some access to professional advice, though this varies significantly by market. And while 87% of HNWIs have access to financial professional advice, this falls to 58% among retail investors – and in fact only 19% of retail investors receive regular advice. Younger investors are also more likely to seek information, advice or guidance from financial professionals than their older counterparts. While they are more likely to engage through digital means, they remain keen users of face ‑ to ‑ face professional support. 1. Professional advice: reassurance and alpha 1. Professional advice: reassurance and alpha DECODING | Investor Advice & Influences DECODING | Investor Advice & Influences 6 7 73% 70% Age 21-30 Age 31-40 Age 41-50 Age 51-60 Age 61+ Digital (with or without human) Phone / video In-person 75% 71% 70% 77% 65% 64% 75% 50% 49% 69% 31% 40% 74% 61% 58% 73% 79% 87% Global average Retail Mass Affluent Affluent HNWI Fig. 2: Form of professional advice received among advised investors (across all sources), by age* Fig. 3: % of investors accessing some form of professional financial information, advice or guidance regularly / occasionally (weighted global totals) – by wealth* * Base size: total investors, n=13,249 * Base size: total investors, n=13,249 (22% regularly) (19% regularly) (27% regularly) (38% regularly) (42% regularly)
Where investors access professional support a number of interesting themes emerge * : Professional advice is not “either digital or human” – most investors use both: globally, 59% of investors use digital channels to access “professional” support, compared to 74% accessing in ‑ person. Banks remain the most popular source of professional information and guidance: 86% of those accessing professional support cite their bank as one source of that support. Digital peaks among those in their 20’s and 30’s – but drops sharply after 50: Age channels are about channel comfort, not appetite for professional support. Investment providers are the most widely used digital source: over a quarter of advised investors access digital support through all professional sources. Younger investors still make meaningful use of in- person professional support: Digital‑native does not mean human‑averse. Younger investors want optionality, not replacement, and still value in‑person support. Banks also remain the most “human” professional channel: Banks retain trust and presence as physical anchors of professional advice. 1. Professional advice: reassurance and alpha 1. Professional advice: reassurance and alpha 8 9 1 4 3 6 2 5 59% Digital channels 74% 77% 75% 69% 74% 75% 71% 65% 50% 31% 73% In person Age 21-30 Age 31-40 Age 41-50 Age 51-60 Age 61+ Age 21-30 Age 31-40 Age 41-50 Age 51-60 Age 61+ Bank adviser Investment provider Insurance company adviser Wealth manager Investment broker € Bank adviser Investment provider Insurance company adviser 75% 76% 75% 72% 86% 29% 37% 51% Bank adviser Investment provider Insurance company adviser Wealth manager Investment broker € Bank adviser Investment provider Insurance company adviser Wealth manager Investment broker € Bank adviser Investment provider Insurance company adviser Wealth manager Investment broker € 75% 76% 75% 72% 86% 37% 28% 29% 32% 28% 29% 37% 37% 31% 51% Bank adviser Investment provider Insurance company adviser Wealth manager Investment broker € Bank adviser Investment provider Insurance company adviser Bank adviser Investment provider Insurance company adviser Wealth manager Investment broker € 75% 76% 75% 72% 86% 37% 28% 28% 29% 37% 37% 31% 51% 59% Digital channels 74% 77% 75% 69% 74% 75% 71% 65% 50% 31% 73% In person Age 21-30 Age 31-40 Age 41-50 Age 51-60 Age 61+ Age 21-30 Age 31-40 Age 41-50 Age 51-60 Age 61+ 74% 77% 75% 69% 74% 75% % 65% 50% 31% In person Age 21-30 Age 31-40 Age 41-50 Age 51-60 Age 61+ -40 Age 41-50 Age 51-60 Age 61+ * All data based on the 61% of all investors accessing professional support in some form Global access to professional advice* Use of digital professional support by age* Access to in-person advice by age* Sources professional support by type (weighted totals)* % of advised investors accessing digital support by professional channel (weighted totals)* Access to in-person advice by source* DECODING | Investor Advice & Influences DECODING | Investor Advice & Influences * Base size: total investors accessing professional financial advice, n=8,551 * Base size: total investors accessing professional financial advice, n=8,551
Financial information, advice and guidance from a professional builds confidence that financial knowledge alone cannot. The desire for reassurance is most acute among 31–40 ‑ year ‑ olds, navigating a period often marked by personal milestones, such as buying a property, changing jobs, having children and getting married (39%). A quarter of advised users describe their relationship as “adviser for the plan, online for the execution” – guidance plus autonomy, not full delegation. 33% Peace of mind 35% 39% 34% 27% 31% 21-30 31-40 41-50 51-60 61+ 30% Investment performance 24% I use an adviser for the plan, but still invest online myself 10% I don’t have the time to do it myself 13% My situation is complex 17% Not confident without support 24% For retirement planning Recommended by family / friend 20% 12% I had a major financial event 11% I had a bad experience investing alone 17% I don’t know enough to choose investments 1. Professional advice: reassurance and alpha 1. Professional advice: reassurance and alpha 10 11 Fig. 4: Reasons for accessing the services of a professional financial adviser (weighted totals)* DECODING | Investor Advice & Influences DECODING | Investor Advice & Influences * Base size: total investors accessing professional financial advice, n=8,551 “Peace of mind” by age
Regularly advised investors are far more confident in their savings and investment decisions (74%). Yet the most revealing finding lies beneath these numbers: regularly advised investors are less likely to answer financial literacy questions correctly than the wider sample. Their confidence is not explained by superior knowledge – it reflects the trust people put in professionals to make their financial decisions for them. 1. Professional advice: reassurance and alpha 1. Professional advice: reassurance and alpha 12 13 Fig. 5: % of investors answering all three financial literacy questions correctly, by use of professional advice* of those receiving regular professional advice answer 3/3 financial literacy questions correctly of those receiving occasional professional advice answer 3/3 financial literacy questions correctly of those who previously received professional advice answer 3/3 financial literacy questions correctly of those who have never received professional advice answer 3/3 financial literacy questions correctly 57% 55% 74% Always advised Occasionally advised self-defined confident / expert in their level of investment knowledge feeling their portfolio is fully diversified confident they are making the right savings and investment decisions Previously advised Never advised 45% 35% 66% 34% 28% 55% 25% 29% 44% DECODING | Investor Advice & Influences DECODING | Investor Advice & Influences * Base size: total investors, n=13,249 * Base size: total investors, n=13,249
Key takeaway The value proposition for advice needs to be reframed: not around alpha, but around anxiety reduction . Investors are already combining digital tools and human support in practice, using technology for access, analysis and monitoring, and professionals for reassurance, sense‑checking and judgement. For platforms and providers, two priorities emerge clearly. First, lead with reassurance – messaging that centres confidence, clarity and staying on track will resonate more powerfully than performance claims . Second, design integrated journeys that blend digital touchpoints with human validation , enabling lightweight advisory interactions, on‑demand check‑ins and goal‑tracking without forcing clients into a false choice between automation and advice. 1. Professional advice: reassurance and alpha 1. Professional advice: reassurance and alpha 15 14 DECODING | Investor Advice & Influences DECODING | Investor Advice & Influences DECODING | Investor Advice & Influences DECODING | Investor Advice & Influences
AI tools – from emerging to embedded 2 Fig. 6: % of investors citing (AI assistant) as a source of information, advice and guidance they have used to inform their thinking and decision making (weighted global totals)* 16 17 In the space of a single year, AI has moved from a niche curiosity to a tool used by the majority of investors. AI usage rises with wealth, financial literacy, investment confidence and advice access – the most engaged and capable investors are integrating it most deeply. Yet lower ‑ literacy investors are also acting on AI recommendations at high rates, often choosing to sense check the findings with a professional. The idea of a battle between AI and human advice is a false one – the data shows they are complementary, not competing. Regularly advised investors are the heaviest AI users and the most willing to act on its outputs. The opportunity is not to shift behaviour, but to support it. By embedding AI within existing advice journeys, providers can enhance service, streamline communication and better meet the expectations of digitally comfortable investors – without compromising the role of human judgement. 19% 5% in 2026 14% a increase in 2025 DECODING | Investor Advice & Influences DECODING | Investor Advice & Influences * Base size: total investors, n=13,249
19% of investors name AI as a source of investment information, advice and guidance. 2. AI tools – from emerging to embedded 18 19 This represents a four ‑ fold increase from the 5% recorded in 2025 – 70% say they use AI tools at least occasionally when making investment decisions, and 51% do so for more than a quarter of their decisions. This reflects how investors think about AI. Many do not yet label AI as a formal “source” of advice, even though they routinely use it to research, analyse, compare and sense‑check decisions alongside other inputs. Geographically, the use of AI is typically lower in Japan and in Northern and Western European markets. 19 12 21 9 21 19 17 7 21 18 18 8 21 18 18 11 23 22 16 7 23 25 16 5 22 22 15 10 21 16 20 13 25 20 20 6 26 25 12 Always – I would use AI to help inform all of my investment decisions Often – I would use AI to help inform over half of the time Sometimes – I would use AI to help inform 25-50% of my decisions Rarely – I would use AI to help inform fewer than 25% of my decisions 11 19 34 18 6 26 25 12 11 31 24 14 10 28 35 13 4 22 19 22 18 24 12 26 20 30 11 22 20 27 18 25 14 35 15 30 11 19 11 32 30 10 18 23 19 15 18 9 15 19 8 1 2 17 16 12 4 13 19 15 6 21 13 14 6 23 20 11 5 TWN DEU SNG NED CHE DNK AUT KOR IRL ZAF HKG CHN BEL IND THA ITA UAE POL BRA GBR ESP MYS FIN SWE FRA JPN GLOBAL 19 12 21 9 21 19 17 7 21 18 18 8 21 18 18 11 23 22 16 7 23 25 16 5 22 22 15 10 21 16 20 13 25 20 20 6 26 25 12 Always – I would use AI to help inform all of my investment decisions Often – I would use AI to help inform over half of the time Sometimes – I would use AI to help inform 25-50% of my decisions Rarely – I would use AI to help inform fewer than 25% of my decisions 11 19 34 18 6 26 25 12 11 31 24 14 10 28 35 13 4 22 19 22 18 24 12 26 20 30 11 22 2 10 18 23 19 15 18 9 15 19 8 1 2 17 16 12 4 13 19 15 6 21 13 14 6 23 20 11 5 TWN DEU SNG NED CHE DNK AUT KOR IRL ZAF HKG BEL THA ITA UAE POL GBR ESP MYS FIN SWE FRA JPN GLOBAL Fig. 7: % of investors using AI tools to help with investment decisions, by market (weighted totals)* Does not include % ‘never’ and % ‘don’t know’ in chart DECODING | Investor Advice & Influences DECODING | Investor Advice & Influences 2. AI tools – from emerging to embedded * Base size: total investors, n=13,249 * Base size: total investors, n=13,249
AI use varies by demographic but appears to be used more by those with higher financial knowledge and literacy. 20 21 HNW investors (53%) and regularly advised clients (58%) are the heaviest users, while retail and never ‑ advised investors trail significantly. The implication is twofold. For sophisticated segments, AI is already a core part of business models and client journeys within the investment industry – providers ignoring this risk irrelevance. For less confident, lower-literacy investors who are also using AI frequently, the risk runs in the opposite direction: without the knowledge to sense ‑ check outputs, these users are potentially the most exposed to poorly designed tools or misinterpreted recommendations. Fig. 8: % of investors saying always / often use AI to help with investment decisions* 22% 46% 49% 33% 0/3 2/3 3/3 1/3 By financial literacy By professional advice 22% 0/3 2/3 3/3 1/3 Regularly advised Never advised By professional advice 14% 58% 0/3 2/3 3/3 1/3 Regularly advised Never advised By professional advice 14% 58% 22% 46% 49% 33% 0/3 2/3 3/3 1/3 21-30 41-50 51-60 61+ 31-40 30% 46% 53% 35% Retail Affluent HNWI Mass affluent Regularly advised Never advised 24% 36% 55% 27% Beginner Confident Expert Somewhat knowledgable By financial literacy By investment knowledge By wealth By professional advice 14% 58% 43% 31% 18% 10% 37% 21-30 41-50 51-60 61+ 31-40 30% 46% 53% 35% Retail Affluent HNWI Mass affluent By age By wealth 43% 31% 18% 10% 37% 21-30 41-50 51-60 61+ 31-40 30% 46% 53% 35% Retail Affluent HNWI Mass affluent By age By wealth DECODING | Investor Advice & Influences DECODING | Investor Advice & Influences 2. AI tools – from emerging to embedded 2. AI tools – from emerging to embedded * Base size: total investors citing always / often use of AI to help with investment decisions, n=4,377 * Base size: total investors citing always / often use of AI to help with investment decisions, n=4,377
63% of AI users have acted on its recommendations – and 88% of them are happy they did. 22 23 Action rates are highest among younger investors, HNW investors and, notably, regularly advised investors (80%). This may reflect the added confidence that comes from using AI alongside professional support, rather than relying on it in isolation. However, high satisfaction does not always mean high decision quality. In many cases, investors may be using AI to confirm views they already hold, rather than to challenge them. When outcomes align with expectations, confidence can rise even if the original decision was never properly tested. The industry should be cautious: feeling reassured by an AI‑supported choice is not the same as making a well‑judged one. Financial literacy Advice Age Wealth 0/3 1/3 2/3 3/3 Retail Mass affluent Affluent HNWI 61+ 51-60 31-40 41-50 21-30 Never advised Regularly advised 56% 60% 69% 73% 45% 80% 35% 50% 57% 66% 70% 61% 64% 69% 75% € Fig. 10: % investors acting on a specific AI recommendation by financial literacy, use of professional advice, age and wealth* DECODING | Investor Advice & Influences DECODING | Investor Advice & Influences 2. AI tools – from emerging to embedded 2. AI tools – from emerging to embedded * Base size: total investors citing some use of AI to help with investment decisions, n=10,433 * Base size: total investors citing some use of AI to help with investment decisions, n=10,433 Fig. 9: % investors acting on a specific AI recommendation and % satisfied with that AI-led decision (weighted totals)* 88% of these (55% of all investors) are satisfied with that investment decision 63% have acted on an AI investment recommendation
Fig. 11: % of investors willing to let AI execute investment changes on their behalf* 24 25 60% of investors would let AI execute investment changes on their behalf. The autonomous portfolio is gaining pace. Investors in their 20s and 30s show strong acceptance of AI ‑ driven portfolio changes (71% and 69% respectively), while 61+ investors remain largely resistant (21%). Most strikingly, regularly advised investors are over six-times as likely to accept full AI automation as those who have never accessed advice (39% vs. 6%) – reinforcing that professional guidance builds the trust scaffold that makes AI delegation feel less risky. For platforms developing AI- assisted execution tools, the advised, younger and wealthier segments are the most receptive. % Let AI automatically execute agreed changes % Access AI recommendations, approve before action 6% 30% 7% 42% Previously Advised Occasionally Advised Regularly Advised HNW Affluent Mass Affluent % that would let AI automatically manage & execute agreed changes % that would only access AI recommendations, approving any action before it happens Retail 61+ 51-60 41-50 31-40 21-30 Never Advised 12% 55% 39% 38% 33% 38% 24% 44% 19% 49% 14% 41% 4% 17% 7% 32% 15% 45% 18% 51% 23% 48% % % that would let AI automatically manage & execute agreed changes % that would only access AI % that would let AI automatically manage & execute agreed changes % that would only access AI recommendations, approving any action before it happens 5% 2. AI tools – from emerging to embedded 2. AI tools – from emerging to embedded DECODING | Investor Advice & Influences DECODING | Investor Advice & Influences * Base size: total investors, n=13,249
Key takeaway What is emerging is not a new channel, but a new interaction pattern. Investors are quietly weaving AI into how they think, prepare and gain comfort. That behaviour challenges a lot of the industry’s inherited assumptions about choice, control and guidance. The risk for platforms and providers is designing around false trade‑offs. Forcing clients to choose between automation and human support ignores how trust is actually built: through layered reassurance, not binary decisions. The real opportunity lies in systems that let AI do the quiet analytical work while human judgement retains authority. Nowhere does this matter more than with older investors. Winning the 50‑plus market will not come from better tools alone, but from experiences that feel mediated, contextual and earned. AI that arrives through a trusted relationship can redefine how advice scales. 26 Decoded 2026: Savers & Investors | Chapter name here 27 2. AI tools – from emerging to embedded 2. AI tools – from emerging to embedded DECODING | Investor Advice & Influences DECODING | Investor Advice & Influences
Influencers * : a mainstream source of support 3 Half of all investors globally now use influencers as a source of investment guidance, including older age groups, wealthier segments and the regularly advised. The investor getting started on YouTube and the advised client cross ‑ referencing podcast commentary on market dynamics are both “influencer content users” and they need entirely different things. 28 Similarly to AI investment guidance, advised investors are the heaviest consumers of influencer content. They are not passive recipients of professional guidance, but active, multi‑channel information seekers. Caution is needed if these investors are using influencers in isolation - and acting on influencer recommendations without the tools to evaluate what they are acting on. In this case, satisfaction scores may be an unreliable measure of quality. Fig. 12: % of investors accessing financial information, advice or guidance through “influencers” (weighted totals)* * “Influencers” includes: expert opinion, social media, podcasts and video content, private groups/ chats (WhatsApp, Telegram, Discord groups) 46% Global average 29 The era of dismissing influencer content as a fringe phenomenon for younger, less sophisticated investors is over. DECODING | Investor Advice & Influences DECODING | Investor Advice & Influences * Base size: total investors, n=13,249
3. Influencers: A mainstream source of support 46% of investors use influencer-type content and the demographic reach is wide: 61% of 21–30-year-olds engage with it, and even among those aged 61+, a quarter do. 30 3. Influencers: A mainstream source of support Fig. 13: % of investors accessing financial information, advice or guidance through “influencers” (weighted totals)* 31 DECODING | Investor Advice & Influences DECODING | Investor Advice & Influences FIN 40% NED 45% BEL 34% GBR 45% IRL 51% FRA 28% SNG 53% HKG 48% JAP 32% KOR 48% CHN 55% THA 56% MYS 63% AUS 35% POL 49% TWN 47% IND 68% UAE 61% ZAF 55% ESP 37% DEU 40% CHE 45% ITA 33% BRA 65% SWE 32% DNK 39% 42% 59% 58% 60% 49% 56% 61% 58% 51% 38% Age 21-30 Age 31-40 Age 41-50 Retail Mass affluent HNWI Not advised Regularly advised Affluent Age 51-60 42% 59% 58% 60% 49% 56% 61% 58% 51% 38% 25% Age 21-30 Age 31-40 Age 41-50 Retail Mass affluent HNWI Not advised Regularly advised Affluent Age 51-60 Age 61+ Many, though not all, markets that over-index on the use of influencers also over-index on the use of AI. These include Brazil, India, UAE, Thailand and South Africa. In many of these countries, traditional advice is more limited, expensive or less embedded. In this context, both AI and influencers are perhaps stepping in as scalable substitutes for interpretation, reassurance and direction. * Base size: total investors, n=13,249
Influencer content has moved from the margins to the mainstream – and it’s not just for the young. 32 33 61+ 51 - 60 8% 13% 18% 21% 21% 41 - 50 31 - 40 21 - 30 4% 7% 10% 13% 15% 17% 21% 25% 28% 25% 6% 12% 18% 22% 22% 5% 11% 17% 20% 26% 61+ 51 - 60 8% 13% 18% 21% 21% 41 - 50 31 - 40 21 - 30 4% 7% 10% 13% 15% 17% 21% 25% 28% 25% 6% 12% 18% 22% 22% 5% 11% 17% 20% 26% 61+ 51 - 60 41 - 50 31 - 40 21 - 30 6% 12% 18% 22% 22% 8% 13% 18% 21% 21% 4% 7% 10% 13% 15% 17% 21% 25% 28% 25% 61+ 51 - 60 8% 13% 18% 21% 21% 41 - 50 31 - 40 21 - 30 4% 7% 10% 13% 15% 17% 21% 25% 28% 25% 6% 12% 18% 22% 22% 5% 11% 17% 20% 26% DECODING | Investor Advice & Influences DECODING | Investor Advice & Influences 3. Influencers: A mainstream source of support 3. Influencers: A mainstream source of support Fig. 14: % of investors accessing financial information, advice or guidance by type of influencer and age* * Base size: total investors, n=13,249 * “Influencers” includes: expert opinion, social media, podcasts and video content, private groups/ chats (WhatsApp, Telegram, Discord groups) Crucially, influencer* content is for all ages, but segmentation is essential to experience. Younger, less affluent investors gravitate towards social and personality ‑ driven formats; older, wealthier and advised investors lean into expert analysis and private communities.
Investors use influencer content primarily to learn – with some variation by wealth. Across the sample, the primary uses of influencer content are educational: deepening investment knowledge (37%), understanding risk (38%) and market intelligence (33%). Fig. 15: Influencer use cases, by investable assets (weighted totals)* 34 3. Influencers: A mainstream source of support Where differences do emerge, they tend to be by wealth. Higher‑net‑worth investors show somewhat greater use of influencer content as a research layer, with slightly higher engagement in areas such as market intelligence, tracking individual stocks and long‑term planning. However, these are differences in emphasis rather than a fundamental shift in behaviour. 38% 37% 33% 33% Understanding investment risk Deepening investment knowledge & skill Market performance intelligence Identifying investment opportunities GLOBAL average HNW Affluent Mass Affluent Retail 35% 38% 36% 36% 36% 39% 37% 36% indivi Und to Lon pla R opin inves 43% 37% 37% 31% 35% 34% 33% 32% 35 3. Influencers: A mainstream source of support DECODING | Investor Advice & Influences DECODING | Investor Advice & Influences * Base size: total investors using ‘influencer’ channels, n=7,209 * Base size: total investors using ‘influencer’ channels, n=7,209 38% 37% 33% 33% Understanding investment risk Deepening investment knowledge & skill Market performance intelligence Identifying investment opportunities 35% 38% 36% 36% 36% 39% 37% 36% 32% Performance of individual companies / stocks / funds 32% Understanding how to get started with investments 29% Long-term financial planning guidance 27% Reviews / second opinions on specific investment products 25% Understanding my rights and protections 38% 34% 34% 27% 37% 28% 24% 24% 32% 29% 36% 36% 36% 33% 30% 27% 37% 29% 30% 35% 43% 37% 37% 31% 35% 34% 33% 32% 38% 37% 33% 33% Understanding investment risk Deepening investment knowledge & skill Market performance intelligence Identifying investment opportunities 35% 38% 36% 36% 36% 39% 37% 36% 32% Performance of individual companies / stocks / funds 32% Understanding how to get started with investments 29% Long-term financial planning guidance 27% Reviews / second opinions on specific investment products 25% Understanding my rights and protections 38% 34% 34% 27% 37% 28% 24% 24% 32% 29% 36% 36% 36% 33% 30% 27% 37% 29% 30% 35% 43% 37% 37% 31% 35% 34% 33% 32%
Key takeaway Influencer content has become a permanent part of how investors learn and validate decisions , not a peripheral channel to be ignored or dismissed. Today’s investors are active, multi‑source information seekers , combining professional advice, digital tools and third‑party commentary in parallel. For platforms and providers, the task is not to compete with influencers, but to recognise the role they already play and design around it . That means supporting differentiation by segment: helping less experienced investors navigate and interpret what they consume, while enabling more sophisticated clients to contextualise external insight within a structured advice relationship. The risk lies at the edges, where lower‑literacy investors act on influencer input without adequate frameworks to evaluate it . Addressing that is less about policing content and more about strengthening the filters, guidance and education that sit around it . 36 37 DECODING | Investor Advice & Influences DECODING | Investor Advice & Influences 3. Influencers: A mainstream source of support 3. Influencers: A mainstream source of support
What drives trust & choice? 4 In a world where AI tools and influencer content are rapidly expanding their share of investor attention, investment providers, banks and online investment platforms retain a trust advantage that should not be taken for granted. Nearly half of investors globally trust advice from an investment provider, bank or online investment platform – a meaningful lead over AI and influencers. But that lead is fragile and unevenly distributed across markets. The data makes clear that this trust is not a product of what providers offer – it is a product of reputation, transparency and regulatory credibility. 38 Conflict of interest is the primary destroyer. And the single strongest predictor of trust is not a platform feature or a fee structure – it is whether an investor has an ongoing human relationship. Regularly advised investors are more than twice as likely to trust financial institutions as those who have never accessed advice. 43% of investors trust advice from investment providers, banks and online platforms, compared with 33% for both AI and Influencers. Trust is not concentrated in a single source. Instead, trust expands with investor engagement, particularly wealth and access to advice, and becomes more evenly distributed across multiple sources. Fig. 16: % of investors tending to trust / completely trust investment information, advice and guidance from key sources (weighted totals)* 39 DECODING | Investor Advice & Influences DECODING | Investor Advice & Influences 43% 33% 33% Investment providers and banks AI assistants Influencers € € 43% Investment providers and banks 33% 33% AI assistants Influencers * Base size: total investors, n=13,249; total investors using ‘influencer’ channels, n=7,209
Trust in investment guidance rises with wealth, advice engagement and life stage – but the mix of sources shifts. 40 4. What drives trust & choice? 41 4. W h at drives trust & choice? DECODING | Investor Advice & Influences DECODING | Investor Advice & Influences Wealthier investors are not simply more trusting of institutions, but more comfortable drawing on a wider ecosystem of guidance, combining professional advice, technology and third‑party insight. Crucially, trust in AI and influencers does not replace trust in professional advice. Instead, it appears to layer on top of it when a stable advice relationship exists. Fig. 17: % of investors tending to trust / completely trust investment information, advice and guidance from key sources* – by wealth, use of advice and age 51-60 61+ 18-20 21-30 31-40 41-50 Previously Advised Occasionally Advised Regularly Advised Never Advised Retail Mass Affluent Affluent HNW 41% 56% 64% 57% 34% 17% 24% 39% 39% 39% 24% 39% 54% 27% AI Agents Investment providers & Banks Influencers € * Base size: total investors, n=13,249; total investors using ‘influencer’ channels, n=7,209
Different markets display distinct trust profiles, shaped by how advice, technology and third - party commentary coexist. 42 4. What drives trust & choice? 43 4. W h at drives trust & choice? DECODING | Investor Advice & Influences DECODING | Investor Advice & Influences India, South Africa, Ireland, the Netherlands and Brazil all show high net trust in investment providers and banks, alongside relatively strong trust in AI and influencers. In these markets, confidence in newer sources does not appear to come at the expense of traditional ones, suggesting a more additive trust environment. By contrast, Korea stands clearly as having very low trust in investment providers (17%), AI agents (26%) and influencers (16%). Japan, France, Poland and Sweden show a similar pattern at higher but still subdued levels. Here, scepticism appears broad‑based rather than targeted at any single channel. A different pattern emerges in markets where trust in AI and influencers rivals or exceeds trust in traditional providers. China is the clearest example: trust in AI agents (61%) and influencers (69%) is substantially higher than trust in investment providers and banks (48%). The UAE, UK and Thailand also show relatively balanced trust across all three sources, indicating a more pluralistic advice landscape where trust is distributed rather than concentrated. Finally, several mature European markets show strong relative trust in professional providers but weaker trust in newer sources. Denmark, Finland, Spain and Italy all record solid trust in investment providers alongside notably lower trust in AI and influencers. In these markets, traditional advice retains a clearer advantage, and newer sources have yet to establish the same level of credibility. Investment Providers & Banks AI Agents Influencers AUT 40% 33% 27% BEL 45% 29% 36% BRA 58% 46% 35% CHN 48% 61% 69% DNK 50% 27% 22% FIN 41% 16% 28% FRA 33% 21% 25% DEU 43% 29% 34% HKG 36% 34% 39% IND 65% 59% 55% ITA 43% 28% 23% JPN 35% 21% 21% KOR 17% 26% 16% MYS 43% 35% 29% NED 58% 35% 29% POL 28% 20% 28% SNG 43% 31% 23% IRL 61% 40% 31% ZAF 64% 46% 33% ESP 46% 24% 21% SWE 29% 18% 29% CHE 35% 32% 23% TWN 26% 37% 28% THA 40% 39% 32% UAE 47% 44% 40% GBR 47% 35% 48% GLOBAL 43% 33% 33% Fig. 18: % investors tending to / completely trusting investment information, advice and guidance from key sources (weighted totals)* Significantly above average Significantly below average * Base size: total investors, n=13,249; total investors using ‘influencer’ channels, n=7,209
TRUST 45% Track-record, well-known name or reputation 43% 41% Transparency – clear explanation & fees 34% They are regulated / certified 25% They act in my best interests / aligned with my goals They have a branch with people I can speak to 33% I am concerned about a conflict of interests 28% 23% Their costs / fees are too high 21% Their advice is not sufficiently personalised 16% Lack of transparency on fees & charges Prefer not to rely on branches / in-person advisers DISTRUST Trust Distrust Trust is built on reputation, transparency and regulation – and destroyed by the suspicion that the objectives of the provider and the end-investor are misaligned. The top drivers of institutional trust are track record and reputation (45%), transparency on recommendations and fees (43%) and regulatory certification (41%). The top driver of distrust is not cost – it is a perceived conflict of interest (33%). Fee opacity and insufficient personalisation also rank highly. For providers, the message is consistent across demographic groups: the trust deficit is not a pricing problem. It is a transparency and alignment problem, and no amount of fee reduction will fix it without aligning interests. 44 Key takeaway Investment providers, banks and platforms start from a position of strength in relation to trust – but that advantage is conditional . The data shows that trust is anchored less in pricing or product features than in reputation, transparency and the belief that recommendations are genuinely aligned with investors’ interests. Conflict of interest is the single biggest threat to that trust, outweighing concerns about cost . For providers, this means the challenge is in sustaining that trust. Clear explanations, transparent fees and advice that feels personal and accountable do more to protect trust than any pricing adjustment . In a landscape where AI and influencers are gaining attention, providers retain their edge by consistently demonstrating that they act in their clients’ best interests. 45 DECODING | Investor Advice & Influences DECODING | Investor Advice & Influences 4. What drives trust & choice? 4. What drives trust & choice? Fig. 19: Top-5 drivers of institutional trust and distrust (weighted totals)* * Base size: total investors who trust financial advice from institutions, n=6,251; total investors who do not trust financial advice from institutions, n=3,854
About this research 46 47 DECODING | Investor Advice & Influences DECODING | Investor Advice & Influences Methodology and Sample Construction The findings in this report are based on the views of 13,249 retail investors surveyed across 26 countries spanning 4 continents. At a global and market level our survey data is weighted to ensure it is representative of investor age and gender profiles in each market. The survey was conducted online, in local languages, in March 2026. As a market leader in savings and investments, we commissioned H/Advisors to design and deliver the market research for this report, analyse the research findings and contribute to the report. H/Advisors are a leading consultancy firm, servicing clients in the financial and professional services sector. They provide integrated public policy and communications consulting, global thought leadership programmes and independent market research. H/Advisors UK ‑ Home Savers Survey This year, alongside our global investor survey, we have spoken to 4,574 savers across 12 markets (see ‘Savers’ column in the table). We define savers as those who have savings held across cash savings, bank deposit accounts and savings accounts, but no forms of investable assets. The survey was conducted online, in local languages in April and May of 2026. We set quotas on age and gender to ensure that we have a representative view of savers. Definitions (1) Financial Literacy - Scores (out of three) across the “big three” financial literacy questions, created by Dir. Annaaria Lusardi and Prof. Olivia S. Mitchell. Details of the specific questions can be found here (2) Wealth – Retail Investors (up to €60,000 investable assets) / Mass Affluent Investors (€60,000 - €300,000 investable assets) / Affluent Investors (€300,000 - €1,200,000 investable assets) / High Net ‑ Worth Investors (more than €1,200,000 investable assets) (3) Household Income – Low (up to €48,000) / Medium (€48,001 ‑ €96,000) / High (more than €96,000) Market Sample Male Female 18 ‑ 20 21 ‑ 30 31 ‑ 40 41 ‑ 50 51 ‑ 60 61+ Savers AUT 512 66% 34% 4% 14% 15% 14% 16% 37% ‑ BEL 508 59% 41% 4% 16% 17% 18% 12% 33% 208 BRA 513 49% 50% 9% 28% 23% 16% 13% 11% ‑ CHN 517 53% 47% 2% 10% 41% 23% 21% 3% ‑ DNK 518 70% 30% 3% 12% 13% 12% 16% 43% 418 FIN 503 61% 39% 3% 14% 17% 16% 15% 34% ‑ FRA 502 52% 48% 3% 13% 17% 18% 13% 36% 414 DEU 508 68% 32% 5% 18% 18% 17% 11% 32% 418 HKG 509 59% 41% 1% 4% 23% 25% 16% 32% 420 IND 509 65% 35% 5% 23% 28% 21% 13% 10% ‑ IRL 518 65% 35% 6% 19% 19% 19% 12% 26% ‑ ITA 509 65% 35% 3% 13% 16% 19% 13% 36% 416 JPN 505 78% 22% 1% 5% 9% 16% 23% 45% ‑ KOR 505 68% 32% 0% 9% 21% 26% 30% 13% ‑ MYS 509 58% 42% 2% 16% 24% 22% 17% 19% ‑ NLD 519 68% 32% 4% 18% 21% 20% 11% 26% 205 POL 510 68% 32% 5% 21% 25% 18% 9% 23% ‑ SNG 507 63% 37% 4% 14% 24% 23% 23% 12% 418 ZAF 506 46% 54% 10% 32% 25% 18% 11% 3% ‑ ESP 507 64% 36% 3% 11% 16% 20% 14% 37% 416 SWE 509 53% 57% 2% 8% 14% 16% 18% 41% 412 CHE 508 70% 30% 3% 12% 17% 18% 17% 33% ‑ TWN 502 61% 39% 2% 12% 17% 20% 18% 30% 420 THA 519 56% 43% 8% 27% 22% 21% 19% 3% ‑ UAE 505 59% 41% 4% 15% 38% 25% 12% 6% ‑ GBR 508 56% 43% 4% 15% 17% 16% 11% 36% 409
DECODING Digital Preferences Marketing Communication 2026 What’s Next? At Amundi, we are committed to providing valuable insight to our partners. Retail investing has been overhauled in the last decade, but as our research finds, there are clear and established retail investor habits, motivations, and desires globally. If you would like to find out more, or ask us a specific question about our global retail investor study, please reach out: Teresa Santos Client Insights Analyst teresa.santos@amundi.com Miriam Oucouc Global Head of Client Experience & ETF Marketing miriam.oucouc@amundi.com Bethany Morris Head of Client Insights & Innovation bethany.morris@amundi.com Ashleigh Cowie-Jackson Client Engagement Lead ashleigh.cowie-jackson@amundi.com Bertrand Fontaneau Client Insights Manager bertrand.fontaneau@amundi.com WWW.AMUNDI.COM DECODING | Investor Advice & Influences
Amundi Asset Management SAS French “Société par Actions Simplifiée” with a capital of €1,143,615,555 Portfolio Management Company approved by the AMF under number GP 04000036 RCS PARIS 437 574 452 Registered office: 91-93, boulevard Pasteur, 75015 Paris - France Postal address: 91-93, boulevard Pasteur, 75015 Paris- France Tel: +33 (0)1 76 33 30 30 The information contained in this document is deemed accurate as at 1 June, 2026 (source: Amundi). IMPORTANT INFORMATION This document contains information which summarize the result and the findings of a survey conducted by Amundi Asset Management S.A.S. The views and the findings should not be relied upon as investment advice, security recommendation, or as an indication of trading for any Amundi product. This material is provided for illustrative purposes only and does not constitute an offer or solicitation to buy or sell any security, fund units or services. Whilst due care and attention has been taken during the preparation of this document, the Amundi group of companies cannot accept liability for any errors or omissions contained within and expressly disclaim any liability whether in contract or negligence to the addressee of this document or any third party. Investment involves risks, including market, political, liquidity and currency risks . The information contained herein is as at June 2026 except where otherwise stated.