The Chinese have a high level of trust in the financial services industry and no geographic region of our survey saw trust in the industry increase more. Investors in China tend to be younger than those in many other countries, however, which may partially explain higher trust levels, as younger investors globally are also more trusting of financial services.
Demographics may also explain why the majority of China-based investors have little preference between a human adviser and a robo-adviser and why they prefer a “Brand I can trust” over “People I can count on.” Brand is an important signal of trust among Chinese investors.
Investors in China also place a high value on professional credentials, ongoing professional development, and firms that adhere to a voluntary code of conduct. These attributes and a firm’s philanthropic activities also play a strong role in building trust with these investors.