The demand for paid advice has increased across wealth levels, according to the research.

A growing number of affluent investors are willing to pay for financial advice, with the share rising to 68% in 2025 from 38% in 2010, according to research from Cerulli. Willingness to pay is higher among wealthier investors The increase reflects wider access to advice, lower fees across products and advisory services and a shift towards fiduciary-based models. Willingness to pay is higher among wealthier investors. Around 75% of those with more than US$5m in assets said they are willing t