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Finance · September 2026

Gen Z’s Adviser Loyalty Gap

PR Campaign
Thursday 10th September, 2026

Betterment Advisor Solutions surveyed 1,001 investors to reveal that Gen Z is the least loyal generation to financial advisers, with 53% considering a switch. The data also highlighted their stronger expectations for monthly communication and seamless digital experiences, giving the brand a timely hook into the future of financial advice.

Why it worked: It paired fresh, proprietary gen-by-gen switching stats with a counterintuitive AI insight (heavy use, near-zero replacement intent), creating a timely tension.

The lesson: Consider fielding a quick poll that reveals a surprising gap between high adoption of a tool and low willingness to fully replace humans.

Betterment Advisor Solutions Betterment
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Coverage over time

How this story spread across the media

Publication Headline Date
investmentnews.com Gen Z trails all generations in advisor loyalty, survey finds Thursday 10th September, 2026
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