While the overall level of trust in the financial markets is typically high among all markets in our survey, investors in the UK remain the most skeptical. However, the situation is improving, and trust increased significantly over the 2016 level.
British investors expect advisers to earn their trust. More than half of respondents said that trust must be constantly earned and maintained. However, once it is earned, they are very willing to recommend their adviser to others. They continue to express a strong preference for human advice over technological platforms and tools. The use of technology makes little difference in their level of trust in an adviser or investment firm.
Trust is tested in times of crisis, and fears of a financial crisis within the next three years have increased the most among US and UK investors, but significantly more than half of British investors believe that their advisers are well prepared to handle a crisis.