This demand is especially pronounced at the generational extremes. Baby boomers show the strongest preference for human interaction, but Gen Z workers also lean heavily toward personal guidance. Millennials and Gen X are more likely to combine digital and human sources.
Among those who favor advisors, roughly nine in 10 say professional guidance helps them make better decisions, avoid costly mistakes, and feel more secure during uncertain times.
At the same time, digital engagement is accelerating with around three quarters of respondents saying they are comfortable using online platforms for financial information, with search engines, video platforms, and AI tools becoming common sources. However, the report suggests these tools are largely complementary rather than a replacement for human advice.
Knowledge gap
A significant gap in financial knowledge is also shaping behavior. Many workers enter the workforce without formal financial education and often find financial topics overwhelming. As a result, most expect employers to play a greater role in supporting their financial well-being.
Roughly eight in 10 respondents believe companies have a responsibility to help employees improve their financial health, yet awareness of available programs remains low. Even when employers offer financial education, participation depends heavily on how well those programs are communicated and tailored to individual needs.