Orion Unveils its Third Annual Advisor Wealthtech Survey and Inaugural Investor Survey

Orion, a leading provider of wealthtech solutions for financial advisors and enterprise firms, has released the findings of its third annual Advisor Wealthtech Survey and inaugural Investor Survey during CEO Natalie Wolfsen’s keynote speech at the Orion Ascent conference in Orlando. The surveys, conducted among a broad group of financial advisors and their clients, provide dual perspectives designed to strengthen advisor-client relationships and support firm growth.

Optimism Drives the Wealthtech Landscape

Reflecting the Ascent 2025 theme ‘All In,’ the surveys highlight an optimistic industry outlook. Half of financial advisors anticipate an increase in their organic growth rate in 2025 compared to 2024, while 95% of investors report satisfaction with their financial advisors, with 63% describing themselves as very satisfied.

Advisors’ 2025 Focus Areas for Growth

To maintain and accelerate growth, advisors are prioritizing several key areas:

• Personalized Financial Advice: 84% of advisors intend to tailor financial advice to clients’ unique needs and goals.
• Technology Investment: Over 54% of advisors plan to increase their technology spending by an average of 19% in 2025, a rise from 48% in 2024, when the average increase was 16%.
• AI and Integrated Workflows: 68% of advisors already use AI-powered tools, with 43% planning to boost AI investments in 2025. Additionally, 42% aim to invest in integrated technology workflows to streamline operations.
• Solving Tech Integration Issues: For the second consecutive year, advisors identified disconnected technology solutions as their primary challenge. On average, 55% of their technology stack is integrated.
• Enhancing Tech Stack Utilization: Advisors report using 60% of their tech stack, with 38% focusing on improving utilization in 2025.
• Tax-Efficient Strategies: 50% of advisors are prioritizing tax-efficient investment solutions, including direct indexing.

Investor Survey Highlights: Why Clients Would Consider Switching Advisors

Despite high satisfaction levels among investors, one key factor increases the likelihood of clients switching advisors: inheritance.

• 18% of investors would consider switching advisors if they inherited between $500,000 and $1 million.
• This likelihood rises to 24% for inheritances exceeding $1 million.

Generational Differences in Financial Preferences

The investor survey also revealed generational trends that provide opportunities for advisors to refine their approach:

1. Satisfaction Levels by Generation

• Boomers report the highest satisfaction, with 70% stating they are very satisfied with their advisor.
• Millennials, at 55%, are the least satisfied and the most likely to change advisors after receiving a large inheritance.

2. Technology Expectations

• Millennials place greater importance on technology compared to older generations. Among those whose advisors do not offer tech-driven solutions:
  • 44% of millennials want mobile apps, compared to 32% of Gen X and 16% of boomers.
  • 21% of millennials seek robo-advisors or AI-powered financial tools, while only 7% of Gen X and 6% of boomers express the same interest.

3. Preferred Engagement Methods

• Millennials favor digital communication channels, such as email, video calls, mobile apps, and online messaging systems (46% millennials, 38% Gen X, 29% boomers).
• 56% of millennials and 53% of Gen X actively seek discussions on new investment opportunities, compared to 35% of boomers.
• Millennials and Gen X also show a stronger preference for advisory support in defining financial goals (31% millennials, 28% Gen X, 21% boomers), signaling the growing demand for personalized financial guidance.

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