Investors Prioritize Their Own Research for Financial Decisions, but Still Seek Advice

From artificial intelligence to financial influencers, retail investors have options aplenty to inform their decisionmaking.  

According to Betterment Holdings Inc.’s 2026 Retail Investor Survey, 56% of retail investors cited their own research and judgment as their primary source for major financial decisionmaking. Just 16% said they relied on a financial adviser, while another 16% turned to family and friends. 

“A good reason why we’re seeing this trend of more reliance on individual financial decisions and self-judgment is the abundance of resources that are readily available,” says Mindy Yu, Betterment’s director of investing. 

Yu says investors conducting their own research are not necessarily turning away from financial professionals. Instead, increased access to information can help investors identify areas in which they need additional guidance. 

“We found that people who’ve conducted their own research and also leverage a digital platform have actually worked with advisers more,” Yu says. “Being more aware of the landscape and your own financial goals allows you to explore more and then seek professional help.” 

While only 12% of all surveyed investors reported using digital tools for financial decisionmaking, the survey found the tools were increasingly influencing investor behavior. Trust in AI rose modestly to 31% in 2026 from 29% in 2025 , but among investors who trusted the technology, 53% said it influenced a financial decision they otherwise would not have made. 

The influence is especially pronounced among younger investors. Generation Z investors were twice as likely as the overall average to say AI had already influenced a financial decision, at 48%. They were also more than eight times more likely than Boomers to say they were comfortable using AI for long-term financial planning—at 41%, compared with 5%. 

“We see the most influence in younger investors,” Yu says. “Social media is one of the heavier influences in how they obtain some of this data, away from more traditional news sources. This is where advisers and digital platforms can step in and help guide them to the next step and keep them on track for their goals.” 

The survey also found investors who used digital investing platforms were more likely to work with a financial adviser (54%) than nonusers (33%). Investors using digital platforms also reported significantly higher retirement confidence, at 68%, compared with 39% among nonusers. 

According to Yu, the findings suggest advisers should view AI and other digital resources as opportunities to deepen client relationships. 

“The ability for customization and personalization from the adviser’s perspective is really important,” Yu says. “Because investors have already conducted some of that education, advisers can have more purposeful conversations and help clients remain on track for different goals.” 

The need for long-term planning may be particularly important as retirement confidence declines. The survey found retirement confidence fell to 44% in 2026 from 56% in 2025, with Generation X reporting the lowest confidence of any generation, at 31%. 

Survey findings showed inflation and rising household costs as the top financial stressors for investors nearing retirement, forcing many to reassess whether their savings will be sufficient to meet future spending needs. 

While younger investors may feel optimistic about their long-term prospects, aided by technology and longer investing horizons, Yu says concerns about retirement readiness remain widespread. 

“I think the key theme that we’re seeing is that optimism is here in the short term, but confidence still remains a worry in terms of retirement savings,” Yu says. “How advisers can help support both the short term and long term will be impactful for investors of all generations.” 

Betterment conducted an online survey of 1,000 U.S. retail investors from March 27 through April 3, evenly split among Gen Z, Millennials, Gen X and Baby Boomers.