In a constantly changing investment landscape, financial advisors must understand what investors want and need. Today’s investors may expect advisors to do more than provide a financial plan—instead, investors are looking for comprehensive advice tailored to their unique goals and financial situation. While returns still matter to investors, their focus is transitioning to the emotional support that advisors can provide.

Morningstar’s 2025 Voice of the Investor study offers insights on the wide-ranging attitudes, behaviors, and preferences of investors. Our US findings uncover where investors’ values are shifting, how they define success, what they consider in long-term financial planning, and more.

Download the comprehensive report to incorporate tips into your practice and strengthen advisor-client relationships.