For many financial planners, the legal profession can seem like a parallel world. Yet the latest research into how consumers choose legal services offers valuable insight into client behaviour and how planners can strengthen their own proposition through effective professional partnerships.

The Legal Services Consumer Panel ' s 2026 research reveals an important truth: when consumers need professional advice, trust matters more than ever. While price, convenience and digital access all play a role, the strongest drivers of decision-making continue to be reputation, expertise and personal recommendation.

That should be of particular interest to financial planners.

Trust still drives professional choice

Despite the proliferation of online reviews, comparison websites and digital information, only 42 % of legal services consumers reported shopping around before selecting a provider. Most still make relatively quick decisions, with almost seven in ten choosing a provider within a week.

When consumers compare providers, price remains the most commonly assessed factor( 57 %), followed by reputation( 52 %). However, when asked which factors were most important in their final decision, being regulated emerged as the leading consideration, cited by 91 % of consumers. Reputation, specialism and price all remain critical considerations.

Perhaps most revealing is how people find their legal adviser. The two most common routes are through previous personal experience, and recommendations from family and friends. Together, these referral-led routes significantly outweigh internet searches, advertising or comparison platforms.

For financial planners, the message is clear. In an increasingly digital world, trusted recommendations remain one of the most powerful influences on client behaviour.

Why this matters for financial planning firms

Financial planners occupy a unique position in their clients ' lives. They are often the first professional a client

Pat Seaward, Business Relationship Manager, SIFA

14 | The Adviser Online