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New research^[1] from Aviva has revealed an increase in engagement with financial advice and also pointed to wider benefits for consumers, although the overall take-up rate has fallen from 13% to 11% over the past four years.

In the new Appetite for Advice report, launched today, Aviva has calculated an ‘appetite for advice’ index which shows that perceptions of advice and the value it can bring to people’s lives have improved across the board.

Although men are more likely to take advice, and rate its benefits more positively, the increase since 2021 in this measure for men has not been as steep as with women. If the relative rates of improvement continue at the same levels, we will see parity by 2042.

The Appetite for Advice index is calculated using feedback from a nationally representative sample of 2,000 consumers and then compared to the same factors measured in a previous survey conducted in 2021.  The Index is a composite score, with a maximum possible score of 100. It brings together responses to all questions which explore perceptions of advice and the value it offers, combined with actual behaviour in relation to taking advice, and the frequency with which people interact with their adviser.

In 2025, the overall Appetite for Advice Index measured 30, which is up from a score of 24 in 2021. This shows an overall increase in the level of engagement with advice across all consumers surveyed, advised and non-advised. For men, the score is 32, up from 26, and for women it is 29, up from 23.

This gives us a benchmark from which we can measure changes in engagement in the future, whilst identifying the factors which have most influence over changes in the score, and what action needs to be taken to make improvements.

Lorna Whalley, Director, Aviva Retail Platform, said: “Our research shows there has been a real shift over the last four years in the way financial advice is perceived. Even though fewer people said they are now taking advice than four years ago, the benefits of it, both for wealth and well-being, are felt much more than before. This is testament to the work advisers have been doing to help their clients with their financial, and wider, planning. Advice really delivers security and peace of mind for those who take it, and it’s important to get that message across to a wider audience, so that more people can benefit.”

Although the research shows that fewer people are taking financial advice in 2025 compared with 2021 (11% vs 13%), perceptions towards advice and the value it brings have risen amongst those who do. Financial benefits are acknowledged, with 81% (up 9%) of men and 71% (up 6%) of women agreeing^[2] that they are better off than they would be without advice. 81% of men, and 69% of women saying they have avoided mistakes they would have made without financial advice (an increase of 10% and 7% respectively).

However, the biggest increase has been seen in the ways financial advice provides wider benefit. 82% of advised men and 78% of advised women in our survey now agree that financial advice contributes to their overall well-being, up significantly from the 72% and 67% who said this in 2021.  

Lorna Whalley, said: “Our research shows that fewer women than men take financial advice, at 8% and 14% respectively, but it is encouraging to see that engagement with women has risen more strongly even if from a lower base. If this is sustained, engagement levels for men and women will be the same in seventeen years, but we should challenge ourselves to find effective ways to bring that date forward, by understanding how we can demonstrate the very real benefits advice can bring in a way which is meaningful to women, and in ways that resonate with them.”

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References:

^1. _{Research carried out 21.05.2025 – 23.05.2025 by Censuswide, with 2001 nationally representative consumers. ‘Advised clients’ = those agreeing ‘I have an ongoing relationship with scheduled reviews’ in response to ‘Which of the following best describes your relationship with your adviser?’}

_{The research was conducted by Censuswide, among a sample of 2,028 general consumers/2001 Nationally Representative Consumers. The data was collected between 04/01/21 – 06/01/21/21.05.2025-23.05.2025 . Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council. [↑]}

^2. _{Combines ‘Strongly agree’ and ‘Somewhat agree’ [↑]}

Enquiries:

Squire Patton Boggs has advised Vital Energi, a leading provider of energy infrastructure solutions, on a £175 million fundraising through a Nordic Bond issue and the acquisition of the Port Clarence biomass facility in Teesside, marking a significant milestone in the company’s strategic asset ownership growth plans. The bond is one of the largest Sterling-denominated Nordic Bond raises in the UK energy infrastructure sector.

The multi-disciplinary Squire Patton Boggs team was led by Corporate partner James Fitzgibbon, and included Mariche Chambers, Matthew Ingram, Tom Cerdan and Caroline Morris (Financial Services), Darren Warburton, Louise Barber and Tom McClusky (Corporate), Patrick Ford and Alex Paterson (Tax Strategy and Benefits), Mark Barker, Rachel Koral and Holly Rowbottom (Real Estate), John Alderton and Vanessa Stuart (Restructuring and Insolvency), Ray O’Connor (Construction) and Kerry Lee (Intellectual Property and Technology).

Vital Energi specialises in heat networks, renewable generation, power distribution, and energy-from-waste facilities. The £175 million Nordic Bond was issued through the Oslo Børs (Oslo Stock Exchange) in August 2025, providing flexibility for future strategic investments and partnerships. The Port Clarence biomass facility was acquired from Nuveen Infrastructure / Glenmont Infrastructure and represents the next phase of Vital Energi’s evolution from energy solutions provider to significant asset owner.

Ashley Malin, managing director at Vital Energi, said: “Thanks to the team at Squire Patton Boggs for all of your support and going above and beyond on this fund raise and acquisition. We definitely couldn’t have done this without the support of the full team.”

James Fitzgibbon commented: “Having worked with Vital Energi over a number of years, we are proud to assist one of the industry leaders on a milestone project that furthers its strategy to develop and own critical renewable energy generating assets and support the UK’s transition to sustainable energy.

“This complex project involved specialist expertise from across the firm working together to structure and secure funding, manage the acquisition and development of the Port Clarence facility and assist with the company’s growth strategy. We look forward to continuing to support Vital Energi with its future plans.”

20^th of November 2025, Oslo (Norway), Rotterdam (Netherlands)

Norsk e-Fuel AS, a pioneer in Power-to-Liquid (PtL) technology, and Braskem, a global leader in polymers and biopolymers, have announced a strategic collaboration to explore the possible integration of e-Naphtha into the plastics value chain. This partnership aims to accelerate the development of plastics derived from carbon that would otherwise be released into the atmosphere, reinforcing both companies’ commitment to a circular future.

Norsk e-Fuel is driving the industrial rollout of PtL technology by building large-scale facilities that convert fossil-free electricity, water, and captured CO² into synthetic fuels and feedstocks. The company’s plan foresees at least three plants in operation by 2032, with a combined annual capacity of more than 200,000 tons of e-Fuels. Around a quarter of this output could be supplied as e-Naphtha – a versatile feedstock used to produce plastics.

Braskem’s sustainability strategy, “Keeping Carbon in the Loop”, focuses on retaining carbon within products and the economy through renewable, circular, and carbon-optimized solutions. The company already produces I’m green^TM bio-based polyethylene at an industrial scale-a renewable plastic made from sugarcane ethanol-and offers mass balance certified solutions for markets where segregated routes are not yet feasible. By potentially processing e-Naphtha into polypropylene and other essential materials, Braskem aims to expand its portfolio with innovative plastics that could have a significantly reduced climate footprint.

“e-Naphtha is more than a by-product; it is a valuable feedstock for creating long-lasting, circular products,” said Lars Bjørn Larsen, CCO of Norsk e-Fuel. “By capturing carbon and embedding it into durable, recyclable materials, we keep carbon in use and out of the atmosphere.”

“Plastics are essential to modern life, and by producing them with captured carbon, we keep that carbon in the economy-not in the air,” said Walmir Soller, Vice President for North America, Europe, and Asia (NAMEA) and CEO of Braskem BV. “This collaboration reflects our commitment to innovation and to building value chains that enable circularity and carbon neutrality.”

The collaboration will focus on developing a framework for integrating e-Naphtha into plastic production, assessing market opportunities, and engaging with customers seeking circular solutions. It also highlights the role of carbon capture utilization (CCU) in creating new value chains for the plastics industry, circulating carbon through products, not emissions.

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Norsk e-Fuel in brief

Norsk e-Fuel was founded in 2019 to drive the transition to renewable aviation by establishing the industrial production of sustainable fuels based on CO₂ and water. As project developer, the company is establishing large-scale production sites to deliver synthetic fuels to the aviation industry. Supported by strategic investors and carefully selected partners, Norsk e-Fuel is set to bring Power-to-Liquid production to industrial scale and determined to develop a new value chain for sustainable fuels.

For more information, visit

www.norsk-e-fuel.com

Contact: Luisa Biesold, Head of Communications & Corp. Development,

lbiesold@norsk-e-fuel.com

Braskem in brief

With a global vision of the future oriented towards people and sustainability, Braskem is committed to contributing to the value chain for strengthening the Circular Economy. The petrochemical company’s almost 8,000 team members dedicate themselves every day to improving people’s lives through sustainable chemicals and plastics solutions. Braskem has an innovative DNA and a comprehensive portfolio of thermoplastic resins and chemical products for diverse segments, such as food packaging, construction, manufacturing, automotive, agribusiness, healthcare, and hygiene, among others. With 40 industrial units in Brazil, the United States, Mexico, and Germany, Braskem markets its products to clients in more than 70 countries. For more information, visit

www.braskem.com

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Braskem on social media:                                                                    

www.facebook.com/BraskemGlobal

www.linkedin.com/company/braskem

 

For press information, please contact:

 

Braskem North America, Europe, and Asia

Stacy Torpey

Communications Director

 

 

 

stacy.torpey@braskem.com