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As in most other markets, trust is the most significant factor in choosing an investment adviser, but the French grant their trust most easily. Indeed, a sizable number of French investors assume advisers and firms are trustworthy unless they prove otherwise.

The desire for a human adviser remains very strong in France. In contrast with investors globally, the increasing use of technology, for some French investors, has caused them to trust their advisers less. Although French investors overwhelmingly prefer human advisers over technology platforms, they are split in their preference for a “Brand I can trust” versus “People I can count on.”