As we approach the “great wealth transfer” and assets begin to be passed from boomers to their adult children, financial advisors need to start connecting with millennial clients. Many advisors who have already started to have conversations with their clients’ adult children struggle to capture their attention and engage them in the wealth planning process. Here are three ways you can make sure you are engaging millennial clients in the wealth planning process.
Millennial clients want to learn and be informed before making any financial decisions. Providing educational content about wealth planning issues and opportunities is a good way to help them in this process and opens up a lot of important conversations. Visual content works very well with this client base. By sending videos and infographics, you will create higher levels of engagement and this will lead to important conversations about wealth planning.
The next generation values a real human relationship with their financial advisor. Providing a personalized experience shows you care and differentiates you from your other financial advisors and robo-advisors. Creating an individualized experience for each client can be a daunting task and may not seem manageable for those with a large client base. Life events offer an easy solution for financial advisors to show they care without investing too much valuable time. Being aware of when your clients enter major life events such as buying a house, having a baby or starting a business is a great way to add a personal touch to the wealth planning process. Life events are easily identifiable, frequently mentioned in conversations about wealth planning and common amongst clients that age. Leveraging this allows you to create a personalized experience for multiple clients.
The next generation is used to fast, effective conversations and long drawn-out meetings won’t keep them engaged. It’s important to show you understand this and value their time. To keep millennial clients engaged, host shorter and more specific meetings. You can achieve this by educating these clients ahead of your meetings by sending them educational content so that the actual meeting is short and productive. This allows time for them to understand financial topics and consider their current situation before the meeting.
Keeping this generation engaged isn’t difficult but it does need to be approached differently than with older clients. Small systematized changes now can help you set your business up for success with these younger clients.
HeyAdvisor is a digital content library for Canadian financial advisors. We provide infographics and videos that can easily be integrated with email and social media. Review our plans here.