UK Financial Conduct Authority (FCA) Deputy Chief Executive Sarah Pritchard stated that the regulator's reforms to advice and guidance rules, including the introduction of "targeted support" and a shift to outcomes-based Consumer Duty, are yielding positive results. Six months into the reforms, over a dozen firms are authorized to provide targeted support, and early data indicates that consumers receiving this support invest up to 53% more than those who do not. The FCA plans to soon publish updated rules and case studies to further encourage simplified, lower-cost advice.