At a glance
- The SIFMA-sponsored survey covered 2,123 U.S. investors with at least $100,000 in investable assets.
- Across all generations, 52% named a financial advisor as their primary source, up from 50% in 2025.
- The 43% figure gives a direct answer when a client asks whether AI makes the advisor redundant.
The share of Gen Z investors naming AI as their primary source of investment advice fell to 10% in 2026 from 20% a year earlier, KPMG's 2026 VISTA study shows, as reported by InvestmentNews. The SIFMA-sponsored survey covered 2,123 U.S. investors with at least $100,000 in investable assets.
Across all generations, 52% named a financial advisor as their primary source, up from 50% in 2025. Another 43% said enhanced digital and AI capabilities made them unlikely to switch providers, up from 35%.
The 43% figure gives a direct answer when a client asks whether AI makes the advisor redundant. The share saying better digital tools would not prompt a switch rose to 43% from 35%. The 52% advisor figure reinforces that more investors name a human advisor as their primary source than a year earlier.
Overall satisfaction remains high: 83% said the industry meets their needs, and 82% said they are satisfied with firms' ethical standards and accountability. Investors who use an advisor, either exclusively or in a hybrid of human advice and self-directed access, reported the highest satisfaction and trust in the study.
Reported by the Practice management desk from InvestmentNews. Published . Corrections