May 20, 2026
Study finds that advisors prioritize communication over portfolio moves in downturns, rely on a narrow set of trusted sources in volatile markets, and approach AI with both urgency and caution
NEW YORK — May 20, 2026 — Bloomberg Media today shared the findings of “Fast Markets, Fragile Trust: How Advisors Navigate News, AI, and Emerging Bets,” a new proprietary study built around the idea that while advisors have more tools than ever, trust is increasingly difficult to earn and easier to measure through behavior. When markets move fast, advisors reveal where they turn first for information and how they balance innovation with client protection.
Building on the foundation laid by Bloomberg Media’s 2025 Financial Advisor study, “Future Focus: Financial Advisors in a Changing Landscape,” Bloomberg Media’s Industry Accelerator surveyed 500 financial advisors from the US and Canada through a 15-minute online survey in partnership with Logica Research, along with behavioral observations using Bloomberg Media’s first party data to discover actionable information to help marketers stay ahead of the curve as the financial advisory landscape experiences significant transformation.
“Advisors are operating in an environment where speed, complexity and scrutiny are all increasing at once,” said Michelle Lynn, Global Head of Data Science and Insight at Bloomberg Media. “The next wave of Bloomberg’s Financial Advisors study finds that trust is no longer an abstract content, it’s visible in the choices advisors make in real time.”
Key findings from the study include:
During sustained market downturns, advisors overwhelmingly prioritize client communication over portfolio action. In volatile markets, advisors shift into a communication-first mode.
- Nearly three-quarters (71%) say they would increase client outreach, compared to 56% who would focus first on rebalancing portfolios.
While advisors report using a wide range of information sources overall, their behavior compresses dramatically in fast-moving markets. Financial news is a daily input for advisors, especially for client conversations and monitoring market trends. Advisors default to a smaller set of sources when stakes are highest.
- When speed matters, 35% turn first to financial news websites and apps; TV remains a complementary real-time source (11%), alongside firm research portals.
- Market volatility (72%) and geopolitical events (67%) are the biggest triggers for these spikes in media consumption.
AI is becoming mainstream across advisory workflows, with most firms balancing active experimentation and scaled implementation. But, there are still limits. Notably, AI is also emerging as a new discovery layer. Advisors – particularly Millennials- are beginning to use AI tools to ask questions and generate summaries, which is a shift from traditional “search and browse” behaviors toward “ask and synthesize.”
- Seven in ten advisors (70%) express high concern about AI-driven fraud, including deepfakes and phishing attacks targeting clients.
Alternative investments have reached the mainstream, yet adoption remains constrained by practical concerns including liquidity, fees, and client comprehension.
- Seven in 10 advisors offer alternative investments in some form.
Prediction markets are gaining visibility, but most advisors say they are not currently part of their professional toolkit.
- Despite growing visibility, only 7% of advisors offer event-based contracts, and 80% say these markets are not relevant to their work. More than half (55%) view them as entertainment rather than legitimate wealth-building tools.
Social media remains a secondary channel for financial news, used by just 26% of advisors. Among those who do engage, platforms serve distinct roles: video for learning, real-time feeds for scanning headlines, and community forums for peer comparison.
There is no single “social strategy” for reaching advisors. Instead, effectiveness depends on aligning content format with the advisor’s immediate task, whether that’s understanding a concept, staying current, or validating a perspective.
Video, however, continues to hold a unique position. It performs best when it is timely, contextual, and tied to specific advisor needs, such as preparing for client conversations or quickly digesting complex developments.
Millennial advisors are not simply “social-first” – they are “multi-source.” This behavior suggests that reaching the next generation of advisors requires integrated, cross-format strategies that align with their daily workflows.
- They are significantly more likely than their older counterparts to engage with a wide range of formats, including newsletters (40%), podcasts (43%), social media (35%), and streaming video (28%).
For marketing and financial services firms, the study highlights what makes content effective. Advisors prioritize substance over scale, with “worthwhile” content defined by:
- Clear data and transparent methodology (59%)
- Real-world examples (48%)
- Compliance-ready client materials (39%)
Demand for practical tools is equally strong:
- 66% would use a company-provided calculator or interactive tool
- 65% would download ready-to-share client materials
- 59% would attend webinars or virtual events
“Fast Markets, Fragile Trust: How Advisors Navigate News, AI, and Emerging Bets” findings point to a reshaped ecosystem where trust is earned in real time. Advisors gravitate toward immediacy, clarity, and credibility, especially when markets are under pressure.
About Bloomberg Media
Bloomberg Media is the world’s leading multi-platform media company for business and finance, which draws on the editorial resources of more than 3,000 journalists and analysts in more than 100 bureaus around the world. Bloomberg Media is the consumer-facing media organization of Bloomberg L.P