Why Aren’t People Queuing for Financial Advice Like They Do for a Sale?

Imagine for a moment that a major high street store announced a genuine, once-in-a-lifetime sale. Not the usual marketing gimmick, but a real opportunity to buy things you need—your weekly groceries, fuel, or even your mortgage—at half the usual cost. People would be queuing down the street at dawn, desperate to get in first.

And yet, in the world of financial advice, something far more valuable is sitting right in front of millions of people, often unnoticed or misunderstood. If the public truly grasped the cost savings, better outcomes, and financial security that good advice delivers, there would be lines outside every reputable adviser’s office.

The Price of Not Knowing

Every year, millions of people with pensions and investments unknowingly pay over the odds for mediocre (or worse) investment management. They’re locked into high fees, underperforming funds, and, in many cases, products that simply aren’t right for them. The problem? Most don’t even realise it.

It’s not their fault—navigating financial services has never been straightforward. The profession still carries the baggage of its past: a time when commission-driven sales and little regulation led to poor outcomes for many. That legacy means trust is still an issue, and people often associate financial advisers with unnecessary costs rather than long-term value.

But the reality today is different. A good adviser doesn’t just manage money—they prevent costly mistakes, optimise tax efficiency, and ensure people’s hard-earned wealth works for them rather than against them. And the impact? Numerous studies show that individuals who work with an adviser accumulate significantly more wealth over time compared to those who go it alone. Vanguard, for example, estimates that good financial advice adds around 3% in net returns per year—compounding into life-changing sums over decades.

The Real Sale People Aren’t Seeing

If people knew they could cut their investment costs in half while significantly improving their financial outcomes, they’d be queuing up for that opportunity. The issue isn’t that the value isn’t there—it’s that it’s not understood widely enough.

A well-advised investor pays for:

? Behavioural coaching – avoiding panic selling and bad market timing decisions

? Tax efficiency – reducing unnecessary tax burdens that quietly erode wealth

? Proper risk alignment – ensuring investments match life goals, not emotions

? True cost efficiency – ensuring every pound is working as hard as possible

And yet, so many people still trust their bank, a workplace scheme, or an outdated fund manager charging high fees for subpar results.

The Mission Ahead

The financial advice profession has a perception problem, not a value problem. We know the difference we make in people’s lives, but much of the public is still unaware of just how much they are leaving on the table by not seeking proper advice.

Until financial literacy improves and more people truly understand the difference between real advice and overpriced product sales, we remain in the business of trust repair. But the more we educate, the more the tide turns.

One day, financial advice might be seen for what it truly is: one of the greatest ‘sales’ people are missing out on. And when that day comes, advisers won’t be looking for clients—clients will be queuing up at our doors.