Morningstar’s 2025 Voice of the Advisor Report
Practical insights on how advisors are adapting to changing investor expectations and market complexity.
As markets evolve and investor expectations rise, advisors are being asked to do more than deliver performance. Clients increasingly expect education, personalization, and guidance through uncertainty—along with clear communication they can trust.
Morningstar’s 2025 Voice of the Advisor study provides a concise view into how U.S. advisors are responding to these shifts. Based on insights from 527 advisors across firm types, practice sizes, and assets under management, the report highlights where advisors feel the most pressure today and how leading practices are adapting. The findings show that focusing solely on returns and risk metrics is no longer enough. Instead, successful advisors are emphasizing personalized planning, emotional support, access to private markets, and the thoughtful use of generative AI.
Download the report to explore four actionable tips designed to help advisors differentiate their practices and strengthen client relationships.
