STRAT7 study finds UK savers invest £2,350 on average using AI advice

January 5, 2026

STRAT7, a global tech-enabled strategy, insights and analytics group, has published new research revealing how artificial intelligence is influencing the financial decision-making of UK adults, particularly when it comes to investing and money management.

According to the findings, the average amount invested by UK adults following AI-generated advice stands at £2,354.60. While younger generations are more likely to use AI platforms, older generations tend to invest larger sums.

Gen Z respondents reported average AI-driven investments of £2,190.50, while Millennials averaged £2,202.80. Gen X investors, despite fewer users overall, invested an average of £3,104.10, closely followed by Boomers at £3,098.00.

The study highlights that 55% of UK adults now use AI platforms such as ChatGPT, Perplexity and Google Gemini for financial advice at least some of the time. Usage rises sharply among younger demographics, reaching 81% of Gen Z and 80% of Millennials. Notably, 14% of Gen Z respondents said they rely on AI to answer all their financial questions.

Beyond investing, AI is also being used as a budgeting tool. More than a third (36%) of respondents who use AI for financial guidance said they turn to these platforms for advice on managing their budgets, while one in ten said AI is their first port of call for financial advice.

However, traditional sources continue to dominate. Banks’ websites remain the most influential source of financial guidance overall, used by 81% of respondents, followed by family members at 76% and Money Saving Expert at 75%. Social media lags behind, with only 40% using it for financial guidance, despite platforms like YouTube and Facebook ranking highest within that category.

The research also found that satisfaction levels were highest for banks’ websites and Money Saving Expert, with 78% of users satisfied with the advice received. By contrast, satisfaction with AI-based investment advice stood at 67%, and social media advice at 65%.

STRAT7 Jigsaw co-founder Sue van Meeteren said, “The financial services industry can’t underestimate the impact of generative AI as a tool for advice and guidance, especially for younger savers and investors.

“If traditional investments like home ownership are seen as out of reach for younger people, control over other investing channels will become more important than ever. It’s no surprise that people are looking to AI for low-cost advice, and traditional FS brands need to take note if they don’t wish to become sidelined by this audience.”

Van Meeteren concluded, “Financial firms and banks should not assume that emerging channels are the only way to capture the attention of younger audiences, because the traditional channels are clearly alive and well with customers of all ages.

“What people need most is tailored, personalised education and guidance to ensure that they’re making the best possible financial and investment decisions, no matter their circumstances. They want to know what’s in it for them.”