Helping financial advisors connect with the next generation of clients.
I created a digital-first how-to guide that modernized the way advisors approach Gen X and millennial clients. Why was this so important to produce?
85% of millennials (w/ Gen Z) actively seeking financial coaching.
Gen Xers are nearing retirement but feel unprepared.
Advisors need to be ready for a new generation that has unique retirement goals.
The financial advisory space was largely built around older, wealthier, predominantly male clients. But the demographics of wealth are shifting. Gen Xers and millennials — diverse, digitally native, skeptical of traditional finance — are in their prime earning years, and most advisors had no real playbook for reaching them.
My client's extensive advisor network (whether they want to admit it or not :)) needed more actionable advice and data driven insights to convince them how and why they need to update their practice and be ready to work with younger, more diverse clients. And it had to speak their language.
The Challenge.
An industry failing to keep pace with its future clients
My Contribution.
This was an end to end type of project. I strategized the type of content we should showcase, how advisors would relate, and how to bring it to life. Together with a designer we built the guide to promote the brand and meet compliance reqs.
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Sourced and curated data from FINRA, Pew Research, Cerulli, Nasdaq, and more to build an evidence-based case that advisors couldn't dismiss. Every statistic was chosen to propel the narrative.
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Identified the gaps in how the industry was talking about generations and determined the content hierarchy. How to position it for voice/tone. And what needed to come first so advisors would engage with the story.
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Presented strategy and drafts to a cross-functional team of designers and account managers, incorporated feedback across multiple rounds, and helped align the final piece with client brand standards.