Navigating financial information in the age of AI and finfluencers

From AI tools to finfluencers, discover how Brits research, trust and verify financial information.

Published: 06 Nov 2026

Key points

Friends, family, financial providers and traditional research remain the most used sources of financial information.
AI tools and financial influencers are becoming part of how some Brits research and make financial decisions.
Checking credibility, comparing sources and understanding who provides information can help people make informed financial decisions

Financial information is available from more places than ever before, from trusted experts to social media feeds that seem to know what you've had for breakfast. Alongside more traditional sources, such as financial providers, websites and people we know personally, some Brits are seemingly turning to AI tools, social media and online communities for information and guidance.

But with so many sources to choose from, it can sometimes be difficult to know which information to trust and how to decide whether it is reliable. Half of Brits, in our recent survey of 2,000 nationally representative UK adults, say making financial decisions is becoming more difficult because there's simply too much information to digest, from websites and AI tools to social media and financial influencers. ^{Footnote [1]}

Our findings reveal a financial information landscape that is constantly evolving, with people balancing established sources alongside newer digital channels as they research and make financial decisions.

Where do people get financial information from?

Nearly three out of five of our surveyed Brits say they use friends and family for financial information, with as many turning to banking and financial services providers as well. A little over half say they use traditional research methods, like search engines, financial guidance websites and comparison sites when looking for financial information.

These findings suggest that when people have questions about their finances, many still prefer to start with sources they already know and trust. Whether that's speaking to someone close to them, checking information from a financial provider or carrying out their own research online, familiar channels remain an important part of the decision-making process.

It seems, according to our survey, that while some Brits prefer to start with sources they already know and trust, newer channels are becoming part of the picture too. For example, those surveyed have used:

AI tools for financial information (28%)
financial influencers on social media (20%)
online forums such as Reddit (19%).

And based on our survey, younger adults may be more likely to use these newer sources. More than two in five Brits aged 18 to 24 used financial influencers, while almost half of 25 to 34 year olds used AI tools and almost two in five used online forums. Rather than replacing traditional sources, these newer channels appear to be giving people more ways to research and explore financial topics.

How much research do people do?

Three in five Brits say they typically consult between one and four sources before making a financial decision, while the average person checks two. However, more than one in five say they don't consult any sources at all. And while ten percent of 18 to 24 year olds consult five or more sources before making a financial decision, a third of those aged 55 and over don't usually consult any sources before doing so.

The results suggest that Brits take different approaches when researching financial decisions. Some consult information from several sources before deciding what to do, while others say they don't carry out any research at all.

Which sources do people rely on most?

While using a source is one thing, relying on it is another. Nearly two-thirds of Brits who use banking and financial services providers say they completely or mostly rely on them for financial information. Financial advisers also rank highly, with more than half of users saying they completely or mostly rely on the information they provide.

An infographic showing the top five sources people use for financial information, based on Aviva's survey.

Among those who use different sources of financial information:

banking and financial services providers are the source people are most likely to rely on (63%).
more than half rely on information from friends and family (55%).
a similar number of Brits rely on financial advisers (54%)
the same number also rely on financial influencers (53%).
nearly half rely on AI tools (49%).

The findings suggest Brits aren't just gathering financial information from a growing range of sources. Rather, some also say they rely on those sources when making financial decisions. Whether information comes from a banking provider, a financial adviser, an AI tool, a social media influencer or someone they know personally, it can play an important role in shaping the choices British adults make.

Which financial sources do people find most trustworthy?

More than four in five Brits who used a financial adviser say they find them trustworthy, making advisers the most trusted source of financial information in our survey. Overall, those surveyed ranked the following sources from most to least trustworthy:

Financial advisers (81%)
Banking and financial services providers (e.g. websites, apps and emails) [79%]
Friends and family (79%)
Workplace or employer resources (70%)
Traditional research (e.g. search engines, financial guidance websites and comparison sites) [69%]
Traditional media (e.g. TV, radio, newspapers and books) [65%]
AI tools (e.g. ChatGPT, Copilot and Claude) [64%]
Financial influencers (finfluencers) [56%]
Online forums (e.g. Reddit) [53%]

An infographic listing the 9 financial sources Brits trust, according to the Aviva survey

This suggests that AI tools are trusted by a greater number of Brits than financial influencers and that online forums rank as the least trusted source, despite being used by nearly one in five surveyed adults.

Trust levels also vary by age. Those surveyed aged 25 to 34 are seemingly more likely than any other age group to trust newer sources of financial information, with seven out of ten trusting AI tools and nearly two thirds trusting financial influencers. Younger adults aged 18 to 24, however, are among the biggest users of financial influencers despite also being the age group that is more likely to struggle distinguishing between credible and non-credible influencers.

In contrast, Brits aged 55 and over are less likely to embrace newer sources of financial information. One in seven say they have used AI tools, while only 7% have used financial influencers. These differences suggest younger adults may be more comfortable turning to newer digital channels for financial information and guidance.

“While it seems younger adults may be more comfortable exploring newer digital channels for financial information,” says Lorna Whalley, Director of Aviva Adviser Platform, “professional advice and established sources continue to play an important role in helping people make financial decisions. With so much information now available online, it's important that people take the time to assess where information is coming from and whether it is based on reliable, well-supported guidance before acting on it.”

Which sources are people most cautious about?

More than a third of surveyed Brits believe financial influencers are the most biased source of financial information. Banking and financial services providers alongside AI tools rank second and third.

Yet, almost a quarter don't believe any financial information sources are biased.

So, while financial influencers are viewed as the most biased source by surveyed Brits, they're also widely used and trusted by many of the people who turn to them for information. The same can be said of AI tools and banking providers, suggesting that people may recognise the potential for bias while continuing to find these sources useful as part of their research.

Do people double-check financial information?

One in five surveyed Brits, who use financial influencers, say they always act on the information they receive without checking other sources first. For people who use AI tools, that figure falls to 16%, while almost a quarter of those who use a financial adviser say they always follow recommendations without carrying out any further checks.

When making financial decisions, it seems some Brits appear comfortable relying on a single source of information. Whether that information comes from a financial professional, an AI tool or a social media personality, some people choose to act on it before comparing it with advice from elsewhere.

As more people may turn to AI tools and financial influencers for financial information, understanding how these sources fit into the research process is becoming increasingly important. Our findings suggest these newer channels aren't just being used to gather information. For some Brits, they're helping shape the decisions they make.

The use of AI and social media for financial information

Nearly 7 in 10 surveyed Brits think there should be more checks in place for influencers who share financial information online, while only 5% disagree. Among those aged 55 and over, support for stronger checks rises to nearly four in five, compared with nearly three in five of 18 to 24 year olds.

There also appears to be uncertainty about the information being shared. More than half of our surveyed adults say they find it difficult to tell the difference between reliable and unreliable financial influencers. This rises to more than three in five among 18 to 24 year olds, despite this being the age group most likely to use influencers for financial information.

Is AI changing how people research financial information?

Nearly three in five surveyed Brits, who used AI tools for financial information, say they now spend more time researching, while one in eight say they spend less time doing so.1 Among 18 to 24 year olds, that figure rises to 72%, suggesting younger adults may be using AI as a starting point for further research rather than a replacement for it.

Rather than replacing research altogether, these findings suggest AI may be encouraging people to explore topics in more detail. For many, it appears to be a starting point for financial research, rather than the final answer.

Information overload, trust and decision-making

Half of our surveyed adults worry about making the wrong financial decision because of misinformation from financial influencers, while just over two in five say they have delayed or avoided a financial decision because there are too many sources of information available. A further 43% say the sheer amount of financial information stops them from acting altogether.

And confidence in AI is seemingly mixed too, according to those surveyed. Just over a third of surveyed Brits trust companies to use AI responsibly when handling their financial information, while nearly as many disapprove of companies using AI in such a way.

For nearly a quarter of those surveyed who used AI tools for financial guidance, some have shared information about their savings, while nearly one in six uploaded financial documents.1 One in seven never shared any personal or financial information with AI.

An infographic describing how Brits find AI tools to use, according to Aviva's survey

Among people who have used AI tools for financial information, some believe the information was:

helpful (47%)
easy to understand (34%)
accurate (23%)
confusing (14%)
misleading (12%)

And while more than one in five say AI makes them feel sceptical, nearly as many say AI makes them curious or uncertain. One in seven feel optimistic using AI for financial research.

This suggests that AI tools and social media are becoming part of how some Brits research financial decisions. However, concerns about reliability, misinformation and data sharing suggest UK adults are still weighing up both the opportunities and risks that come with these newer sources of information.

How do I know if a financial source is credible?

The most common ways our surveyed Brits assess financial information include:

using trusted websites or institutions (32%)
checking whether the source is FCA regulated (31%)
looking to well-known or established brands (27%)

However, not everyone takes these steps with nearly one in five surveyed adults admitting they don't verify whether financial information is credible before using it. So, before acting on financial information, ask yourself:

Who is providing the information? Look for recognised organisations, regulated firms or qualified professionals rather than relying on anonymous accounts or unknown sources.
Can I find the same information elsewhere? Check more than one source. If several reputable websites or experts are saying similar things, it may give you more confidence in the information.
Is the source FCA regulated? If the information relates to financial products or advice, check whether the source (be that a financial firm or website) is regulated by the Financial Conduct Authority (FCA). It’s also worth noting that, “there are financial influencers known as ‘finfluencers’ who may not be authorised by the FCA to provide financial advice yet share their opinions and recommendations on digital platforms. Consumers show high levels of trust in finfluencers, but their advice can sometimes be misleading.”
Does it sound balanced and realistic? Be cautious of content that promises quick results, guaranteed returns or "can't miss" opportunities. Financial decisions often involve some level of risk.
Does it suit my circumstances? Financial information online is often general. What's right for one person may not be right for another, so consider whether the information applies to your own goals and situation.

An infographic offering tips on what to do before acting on financial information

A good rule of thumb is to pause, compare information from multiple sources and take time to understand who is providing it before making a financial decision. If you're looking for support with your own financial planning, you can learn more about Aviva Financial Advice and find out more about the difference between financial advice versus financial guidance.