While more than a fifth, 21% of Financial Planning firms have embedded AI into their business, almost a quarter, 23%, have not yet started adopting the technology.

That was the result of a snap survey of Personal Financial Society members at the first PFS autumn roadshow last week.

The majority, 56%, of PFS members said they have been experimenting with AI, when asked during the snap survey.

Madeleine Debney, co-founder at Otto, conducted the survey when talking about the use of AI in wealth management. she said that AI in professional services surged 40% in 2024 with “measurable gains in productivity and accuracy.” 


Ms Debney said that that some AI companies are focusing more on the safe and ethical use of AI. She said: “the future is specialised AI that can act on your behalf. [it] doesn’t go to sleep, it works 24/7. AI is always on and rewiring time, access and industry expectations.”

She highlighted how AI can streamline the client onboarding process, automate compliance monitoring, provide generative client engagement, and supercharge portfolio rebalancing. 



The talk and survey was part of the first event in the PFS 2025 Autumn Roadshow held in Surrey on Thursday. The Roadshow is a series of events designed to support professionals with wealth and cashflow planning, and explore the topics intrinsically linked to helping clients plan for their future.  

The roadshow is set to visit 10 further locations across the UK throughout September and October, bringing together experts and practitioners to demonstrate the technical and practical application of cashflow planning as an essential tool for helping clients visualise the impact of a long-term financial plan.

Carla Brown, president of the PFS, said: “These events are an opportunity for advisers to connect, learn, and share best practice, and I am proud that the PFS continues to support our members to thrive, evolve, and deliver the highest standards of advice."