The news: Over four in 10 US consumers are comfortable letting AI-enabled tools manage their investments and would use AI for financial planning in combination with human financial advisors, per a March 2025 TD Bank survey conducted by Ipsos. 

The problem: There’s no shortage of AI-driven personal finance management (PFM) tools, including robo-advisors, money management apps, and debt-related tools. But many lack genuinely helpful advice. Recent Wired analysis found that when it isn’t overseen by humans, the technology can generate poor advice and mislead customers. What’s more, many of these apps target vulnerable users with little to no savings but don’t necessarily help them improve their financial standing. 

The marketing opportunity: Most consumers are comfortable with AI being integrated into their financial lives when they understand it helps them meet their goals. According to TD Bank, 89% are comfortable adapting to new technology, and half believe it can provide trustworthy financial advice.