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Why do farmers and business owners still need a human adviser in a digital age?
Amy Woolliscroft10th September 2025
In an era where technology dominates, farmers and rural entrepreneurs are rapidly embracing digital solutions to manage many aspects of how their businesses are run with various software and financial tools now available at their fingertips. However, despite the convenience offered by these digital solutions, face-to-face financial advice remains crucial.
Chartered Financial Planner, Joe Moricca MSc AFPS, from Accession, explores some of the reasons why the personal touch of a financial adviser remains invaluable, even in a tech-driven world.
Joe says: “Farming is not just a business; it's a way of life that comes with unique challenges, such as weather volatility, family politics, market fluctuations, and as we have seen most recently, regulatory changes from the government. A human financial adviser understands these nuances in ways that software simply cannot.
“A financial adviser can provide tailored guidance that considers the specifics of your operation—whether you’re growing crops, raising livestock, or diversifying into other ventures. Once you add the challenges of running a business as a family, the insights provided by face-to-face advisers can help farmers make informed financial planning decisions that align with their long-term business and personal goals.”
The financial landscape for farmers today is as complicated as it has ever been, with an overwhelming regulatory environment. Joe continues: “While digital platforms can offer general information, they often lack the depth needed to navigate these complexities effectively. A dedicated financial adviser can analyse your financial situation holistically, offering strategies that go beyond just number-crunching.”
Joe continues: “We hear from clients that the relationships we build with them provide support that extends beyond financial management, and we regularly find ourselves offering support to help farmers navigate tough decisions during crises, providing reasoned approaches when panic might lead to poor choices. The ability to have someone to talk to who understands the intricacies of both finance and farming is invaluable during challenging times.”
While digital tools offer convenience and efficiency in many day-to-day farming tasks and have their place – Accession uses platforms including Voyant cashflow modelling to model different scenarios - they can’t replace the critical human element that financial advisers provide, ensuring that farmers can both survive and thrive in challenging times.
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SJP approved 02/09/2025