Shockingly, only 65 percent of investors who have advisors said that their advisor is the most trusted source of investment advice. The rest rely on friends and family, online research and their employers’ retirement plan providers. Seven percent of investors with advisors reported they get no investment advice or checked “other” as their main source of information.

Despite significant room for advisor improvement when it comes to building trust and communicating fees, conflicts of interest, performance and cybersecurity measures, overall investor trust in financial institutions has edged up slightly, Stammers said.

The study found that overall, 44 percent of investors trust their financial services institutions and the younger investor the more trust they report, Stammers said. That is up from less than 40 percent five years ago, when financial institutions ranked toward the bottom of investor trust rankings, along with government and media.

Some 55 percent of millennials trust the financial services industry, a number that dips to 49 percent for Gen-Xers age 35-44, 35 percent for Gen Xers age 45-54 and 40 percent for Boomers, age 55-65 plus, the CFA report found.

“It’s almost unheard of that an industry edges up in trust ratings,” said Stammers, who suggested the improvement may be bolstered by the long-running bull market, as well as higher trust rankings from younger Gen Xers and millennials who have the least experience with financial institutions.

According to the CFA Institute, advisors who want to build greater trust with clients should focus on:

• Improving transparency and clarity regarding fees, security and conflicts of interest;

• Using clear language to demonstrate that client interests come first;

• Showcasing your ongoing professional development to improve investment knowledge;

• Demonstrating your dedication to the values that clients hold dear.