Advisers Wrapped – the hottest advice content for 2024

Last week saw the latest instalment of the cultural phenomenon that is Spotify Wrapped. Even if you aren’t a Spotify user yourself, you would have been hard pressed to avoid all the news stories, social posts and memes talking about the personalised annual summary of listening habits that Spotify serves its members at the end of each year.

Neatly packaged for sharing, each user’s ‘Wrapped’ lists the artists and individual tracks they most listened to, along with heaps of useful (!) data like how many total minutes they listened.

This year they even got in on the whole AI act by having an AI generated expert panel discuss your results.

The bit I like is when people go bonkers because their carefully curated public persona is at odds with their listening habits (you know, the brooding intellectual whose top artists include Charlie CXC and Harry Styles, or the Gen Z hipster who has Abba or country music on repeat). Admittedly that last example is a bit far-fetched. Some people are so incensed/embarrassed they accuse Spotify of using dodgy data – and it wouldn’t surprise me if someone tried to sue Spotify for a result they didn’t like.

Everyone loves a good bandwagon to jump on, and so I thought we could close out 2024 with our own version of Wrapped – summarising the most talked about topics amongst our 9,300 platform users.

Drawing on data around views, posts, likes, shares and comments across the Ensombl platform, we’ve been able to see the most popular topics, as well as the most read individual posts.

So here’s your 2024 Advice Wrapped

Technology clearly dominated discussions on the platform, with advisers lapping up content around AI, platforms, and CRMs in particular. The technical aspects of strategic advice was the second most engaged-with topic, with ethics, SMSFs, Centrelink and professional development also making the top 10.

The dominance of technology was also reflected in the most popular individual posts, with content themed around business efficiency, growth, and client care also widely read.

In terms of adviser posts, the most popular was from an adviser sharing her experiences with various AI file-noting tools, while posts about how to scale a HNW business, how to communicate fees, and how to design a Third Part Authority form, were also amongst the most engaged with.

The most read article across the site demonstrated how an AI tool could help visualise family structures. Also making the most-read list were PY exam tips, articles on uranium and private equities, and end of financial year strategies.

What I love about these results is that they sum up both the zeitgeist of the year, as well as the breadth of challenges faced by advisers, many of whom are also business owners.

2024 feels like a tipping point for the interest in, and use of, AI-based tools in advice. The majority of practices may not yet be implementing AI, but there is certainly a widespread acknowledgement of its importance in driving both efficiencies and a better client experience.

At the same time, advisers remain just as focused on their obligations as professionals and technical experts, as can be seen in the popularity of discussions related to ethics, professional development, and investment markets.

Our access to these insights is built on the foundational data created from the thousands of visits our members make to the platform each year to solve the problems they face as professionals and business owners. It’s where they go for collaboration, community, and professional development.

Each year we are privileged to work with corporate partners who share our commitment to positively influencing advice, and who are prepared to work with advisers to educate them and solve their problems. I’ve mentioned many times before how taking this approach, playing a longer-term game and investing in advisers – and the overall profession – delivers a handsome dividend.

2025 is just around the corner, and already it’s clear that it will be an interesting year.

The further embedding of AI into practices, a potential change of government domestically and what that could mean for advice regulation, and of course the world reaction to Trump 2.0, are just some of themes that will dominate the year ahead. And advisers, as always, will take it in their stride.

Wishing you a safe and holiday season, and a massive thanks to all our corporate partners who have helped make 2024 – our tenth year – our best yet.

And if you think you have what it takes to make the 2025 Wrapped list, just reach out for a chat!