Sonja Steyn, Strategic Head: Wealth Management, Financial Planning & Advice: Momentum Advice

Financial advice is entering a new age, one defined by innovation, collaboration and a sharper understanding of what truly matters to clients

After years of volatility and innovation, the financial world is entering a transformative era – one powered by technological advancements but shaped by people.

Clients today want more than just financial growth: they want advice that connects with their goals, whether that’s sustainable investing, preparing for life’s milestones, or building a legacy. This new era in financial services isn’t about replacing human connection with technology; it’s about enhancing it and using tools in smarter ways to deliver advice that’s more intuitive, more accessible, and deeply personal.

The adviser’s new mission: Being a partner in change

Central to this transformation is the adviser-client relationship, which is being reimagined like never before. In the past, advisers were seen as experts in investment strategies and risk management, but they play a more holistic role today. Financial advice has evolved beyond technical expertise into a service rooted in understanding each client’s unique experiences, goals and values. Advisers are no longer just gatekeepers to wealth – they are partners in an ongoing conversation about life and money. Their mission is to guide clients through the complexities of financial decisions while helping them achieve what matters most to them. Whether it’s preparing for the unexpected, aligning investments with personal values (such as green or socially responsible investment), or building sustainable wealth for their children, advisers are moving from consultants to mentors.

Putting clients at the heart of financial advice

Personalisation is now the foundation of modern financial advice. In an increasingly complex financial landscape, the demand for advice that fits individual needs has never been stronger. Thanks to advancements in technology, advisers can offer solutions tailored to each client’s unique circumstances, creating strategies that reflect their lives. This isn’t about generic, one-policy-fits-all advice or products. It’s about understanding each client’s concerns. Are they worried about retirement? Do they want to send their kids to university? Do they want to ensure financial security for the next generation? With advanced tools and real-time data, advisers can anticipate future needs and design bespoke plans that help their clients build and protect their financial dreams.

How technology is changing financial advice

Digital tools, AI and automation are revolutionising financial advice, allowing for faster, smarter and more efficient solutions. Clients can easily stay updated, monitor their progress and make informed decisions – all with just a few clicks. But the impact of technology goes beyond convenience. It changes how advisers and clients work together, making financial planning more open and engaging. Clients no longer just have to sit back and receive advice; they can actively collaborate with their adviser in shaping their financial plans. With easy access to information and resources, they’re better equipped to take ownership of their financial decisions.

Where money meets meaning

Another shift in investment trends is clients’ increasing focus on putting their money where their mouth is. Younger investors especially want more than just wealth accumulation – they want their investments to reflect their values and contribute to positive change. Environmental, Social and Governance (ESG) investing, once a niche idea, is now front and centre. People are looking for investments that match their ethical and environmental priorities, and advisers are stepping up to help. This trend represents a seismic shift in how wealth is viewed. Money is no longer just a tool for achieving personal gain – it’s becoming a way to create a better world for all. Advisers who embrace ESG principles aren’t just meeting demand, they’re redefining what it means to succeed in a changing world.

A future built on trust and insight

The future of financial advice is all about building dynamic partnerships that adapt to clients’ evolving needs. The traditional approach is giving way to a more flexible, human-centred model – one that responds to the diverse and ever-changing needs of today’s clients.

Advisers will need to stay ahead of the curve, embracing new technologies and trends while delivering guidance that is not only financially sound but socially and ethically conscious. This means committing to continuous learning, truly understanding each client’s goals and anticipating challenges before they arise.

In this new era, financial advice isn’t just about building wealth – it’s about creating opportunities, nurturing trust and helping people make choices that truly reflect their priorities. The future will thrive on collaboration, innovation and empowerment.

Advisers who embrace this vision won’t just succeed – they’ll shape a world where financial advice drives positive change and leaves a lasting impact.