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• Information that’ s kept bite-sized: Attention is a precious resource in today’ s fast-paced digital world, when advisors are competing with Reddit, TikTok and You- Tube. Short, digestible insights presented in visually attractive emails and videos resonate far more than hour-long slide deck presentations or lectures. Advisors must make sure they possess the tools to design client content specifically for busy, multitasking minds.
• Listening and leading with warmth: When clients feel at ease and know that they are truly understood, the trust and relationships with their advisors become stronger. Advisors should avoid assumptions when speaking with clients and make an effort not to sound as though they are talking down or lecturing to them.
These clients will value your authenticity. And you should begin conversations with warmth and concerned curiosity. Ask clients what’ s going on in their lives instead of just their life goals. Ask them about their side hustles instead of just their jobs. Listen closely, take notes and incorporate their responses into financial plans, advice and reports. When clients know they are heard and valued, they are more likely to maintain relationships with advisors.
• The inclusion of partners and spouses in talks: Advisors can further strengthen relationships with clients when they include the people clients love in the wealth management process. When you make sure their life partners, spouses and other family members are involved in conversations about long-term wealth planning, it can make clients far more involved and invested, too.
For clients who are engaged to be married, the careful talk about prenuptial agreements— a particularly sensitive subject— is another way advisors can stand out.
• Hyper-personalized experience and diversified offerings: In our age of social media, rising-gen clients want to stand out, even in their families. Advisors can strengthen relationships with these younger clients by making them feel special and unique, personalizing interactive client portals where they can log in at any time with up-to-date content that is tailored to their interests and goals.
To appeal to a more diverse array of client interests and financial preferences, advisors can make an effort to offer access to as many investment products and strategies as possible, especially alternatives. As Capgemini’ s survey noted, one of the reasons rising-gen clients switch advisors after inheriting is that they’ re not getting access to alternative investments.
The Great Wealth Transfer is in full swing. Advisors who adapt now by incorporating the technology and tools to strengthen client relationships are well-positioned to grow alongside the rising generation of investors.
AMY HART CLYNE is chief knowledge and learning officer at Pitcairn, where she leads thought leadership and learning initiatives and is responsible for Pitcairn’ s Family Engagement Services.
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