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Marketing to young investors: A guide for financial advisors


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As a financial advisor, it's essential to keep up with changing trends in the market and adapt your marketing strategies to attract younger investors. 

While many financial advisors have built their businesses on catering to the baby boomer generation, the next generation of clients will have different needs and preferences.

Millennials and Gen Z-ers are quickly becoming the biggest spenders and earners, but they have different needs and expectations regarding money and finance. Here are some tips to help you market to younger clients and how to reach them effectively.

Next-gen investor outreach

For young investor outreach, it’s essential to understand their values and needs. Millennials and Gen Z’ers seek advisors who can help them achieve their financial goals while aligning with their values. These generations value social responsibility and sustainability and are more likely to invest in companies that reflect those values. They’re also interested in technology and want to work with advisors who can offer modern solutions and streamlined processes.

To appeal to these clients, consider incorporating sustainable investments into your portfolio and offering tech-driven tools. You can also showcase your values and involvement in the community by highlighting charitable work or events you’ve participated in.

Create a strong online presence

Younger clients are tech-savvy and are more likely to research and connect with businesses online. That means you need a solid online presence to attract and retain younger clients. 

A professional website is essential for any business, and financial advisors are no exception. Your website should be clean, modern, and easy to navigate. It should clearly communicate your services and expertise while providing easy ways for prospects to contact you. Make sure it’s mobile-friendly, with clear messaging for your target audience. 

To attract young investors, an advisor website should have a next-generation feel – no more stock images of boating – consider a design that is sleek and modern, with clean lines and bold typography. A new design can be easily achieved by using software such as Canva, Adobe Illustrator or Figma. Incorporate interactive elements such as videos, infographics, and calculators. This will help to engage your audience and make your content more interesting and memorable.

Optimize your website for Search engine optimization (SEO) – optimizing your website to rank higher in search engine results. This can help potential clients find you when they search for financial advisors online. To optimize for SEO, use relevant keywords, create high-quality content, and optimize your meta descriptions and tags. Here are some relevant SEO keywords that financial advisors could use on their websites to attract younger clients:

  • Personal finance: Younger clients are interested in learning about personal finance, and this keyword can help attract them to your website.
  • Investing: Many younger clients are interested in investing and building their wealth over time. Using this keyword can help you attract those looking for investment advice.
  • Budgeting: Budgeting is an essential part of personal finance and a popular topic among younger clients. Using this keyword can help attract those looking to manage their money better.
  • Retirement planning: While retirement planning may not be a top priority for younger clients, it's still an important keyword to use as it shows you can offer guidance throughout a client's life stages.
  • Financial literacy: Younger clients are interested in increasing their financial knowledge, and this keyword can help attract those seeking to learn more about financial topics.
  • Student loans: With many younger clients facing student loan debt, this keyword can help attract those seeking guidance on managing their student loans.
  • Wealth management: Using this keyword can help attract younger clients who are looking for comprehensive financial planning and investment advice.
  • Digital assets: With the rise of digital currencies and assets, this keyword can help attract younger clients interested in learning about this emerging field.
  • Financial planning: This broad keyword can help attract younger clients looking for overall financial guidance and planning.
  • Financial education: Using this keyword can help attract younger clients seeking education and guidance on financial topics.

When creating content, remember that younger clients value authenticity and transparency. They want to work with advisors who are honest and upfront about fees, services, and potential risks. Consider creating videos or blog posts showcasing your expertise while educating clients on important financial topics.

Your online reputation is important; negative reviews or comments can quickly damage your credibility. Monitor your online reputation regularly by setting up Google Alerts, monitoring social media channels, and responding to any negative comments or reviews in a professional and timely manner.

Social media for financial advisors

Social media has become a valuable tool for financial advisors to connect with prospects and grow their businesses. However, using social media platforms effectively is important to avoid common mistakes that can damage your reputation. 

Not all social media platforms are created equal, so choose the right platform to reach your target audience. LinkedIn is the most popular social media platform for financial advisors, as it’s geared towards professional networking and allows for in-depth discussions on financial topics. Facebook, Instagram, and Twitter can also be useful for reaching a wider audience but may require a different approach to content and messaging.

Prospects are more likely to follow and engage with financial advisors who share valuable content that educates and informs. Create a content strategy that includes a mix of blog posts, videos, infographics, and other content types that showcase your expertise and provide value to your target audience. Make sure to include calls to action encouraging prospects to contact you for more information or to schedule a consultation.

Social media is a two-way conversation, so engage with your audience by responding to comments and messages. Encourage discussions and provide thoughtful responses to questions or comments. This helps to build trust and establish yourself as a credible authority in your field.

Various paid advertising options are available through social media platforms that can help financial advisors reach a wider audience and generate leads. LinkedIn and Facebook offer targeted advertising options that allow you to reach prospects based on demographics, job titles, and interests. Have a clear call to action and a landing page optimized for conversions. By using social media effectively, financial advisors can establish themselves as thought leaders, reach a wider audience, and generate leads for their business.

Offer personalized and transparent services

Personalization and transparency are key to building trust with younger clients. People want to work with advisors who take the time to get to know them – including their financial goals, risk tolerance, and investment preferences. This will allow you to provide personalized advice tailored to their specific needs.

Provide transparency around fees, services, and potential conflicts of interest. Provide this information in writing and ensure that clients understand what they are paying for and how much they are paying. Consider offering various services that cater to different client needs, including budgeting and debt management, retirement planning, and investment advice. 

If you offer different service levels or pricing, clearly outline the differences and what each level includes. Communicate your fee structure upfront, including any ongoing management fees or commissions to help build trust. 

Keep your clients informed about their portfolio performance and any changes you make to their investments. This will help build transparency and show that you are committed to keeping your clients informed about their financial situation. Educational materials like blog posts or webinars can help your clients better understand financial concepts and investment strategies. This can help them make more informed decisions and feel more confident in their financial decisions.

Fintech for next-gen investors 

Technology is changing wealth management, helping financial advisors deliver better advice. Here are some examples: 

  • Automated portfolio management: The portfolio management process can be automated, including rebalancing and tax-loss harvesting. Advisors can save time and focus on providing personalized advice to their clients.
  • Data analysis: Technology can help advisors analyze large amounts of financial data, such as market trends and economic indicators – allowing advisors to make more informed investment decisions
  • Risk assessment: Advisors can use technology to assess risk tolerance and identify investment opportunities that align with a client’s risk profile helping advisors provide personalized advice tailored to their client's specific needs.
  • Client relationship management (CRM): CRM tools can help advisors communicate more efficiently and effectively with their clients. For example, advisors can use email, text messages, and video conferencing to stay in touch with their clients and provide regular investment updates.
  • Financial planning software: Technology can help advisors create financial plans for their clients, including retirement planning, estate planning, and tax planning. This can help advisors provide comprehensive advice considering all aspects of their client's financial situation.
  • Artificial intelligence and machine learning: Technology can help advisors use artificial intelligence and machine learning algorithms to identify investment opportunities and optimize portfolios. This can also help advisors create content for email or website marketing campaigns.

Gen Z and Millennial engagement

Engagement is critical to building lasting relationships with younger clients. They want to work with advisors who are accessible, responsive, and proactive. 

Consider offering regular check-ins and updates to inform clients of their investments and financial progress. You can also use technology like chatbots and online portals to make it easy for clients to communicate with you and access important information.

To stay top of mind with younger clients, consider hosting events or webinars that educate clients on important financial topics or showcase your expertise. You can also partner with local businesses or organizations to reach a wider audience and show your involvement in the community.


Marketing to younger clients requires a different approach than marketing to older generations. To attract and retain younger clients, you must understand their values and needs, create a strong online presence, offer personalized and transparent services, and engage with clients regularly.

This blog is sponsored by AdvisorEngine Inc. The information, data and opinions in this commentary are as of the publication date, unless otherwise noted, and subject to change. This material is provided for informational purposes only and should not be considered a recommendation to use AdvisorEngine or deemed to be a specific offer to sell or provide, or a specific invitation to apply for, any financial product, instrument or service that may be mentioned. Information does not constitute a recommendation of any investment strategy, is not intended as investment advice and does not take into account all the circumstances of each investor. Opinions and forecasts discussed are those of the author, do not necessarily reflect the views of AdvisorEngine and are subject to change without notice. AdvisorEngine makes no representations as to the accuracy, completeness and validity of any statements made and will not be liable for any errors, omissions or representations. As a technology company, AdvisorEngine provides access to award-winning tools and will be compensated for providing such access. AdvisorEngine does not provide broker-dealer, custodian, investment advice or related investment services.