Two million Australians seeking advice: Roy Morgan

Nearly 2 million Australians, or 9.7 per cent of the population, have sought the services of a financial adviser for wealth management advice, according to Roy Morgan.

New research by Roy Morgan has revealed that the 1.96 million Australians who seek advice to buy superannuation or managed funds equates to $703 billion in wealth management products.

Roy Morgan’s Profile of Users of Financial Planners Report compiles research from over 50,000 face-to-face interviews with Australians in their homes, which includes more than 5,000 that used a financial adviser to buy super or managed funds.

The report also said that one in three Australians in this group are in the top wealth quintile, which has the largest take-up of financial advisers.


The second-largest group (22.1 per cent) was those earning more than $130,000, while Baby Boomers came in as the third biggest group (18.5 per cent).

Key above average users of financial planners/advisers

Source: Roy Morgan

Roy Morgan industry communications director Norman Morris said there were opportunities to be found in doubling down on the top wealth management demographic.

“With a great deal of activity in the financial planning market involving the major players to either exit or merge, it is important to focus on the high-value customers at this time due to the very large skew to the top quintile,” Mr Morris said.

“In other words, there is obviously a valuable opportunity to understand this segment that controls nearly two-thirds of the wealth management market value and also likely to have considerable other banking and financial needs outside of wealth management.”

ANZ, NAB and CBA have made moves to divest their respective wealth management arms.

Two million Australians seeking advice: Roy Morgan
Two million Australians, Roy Morgan
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