YOUR BUSINESS
If you’ re still building your business around boomer loyalty, you’ re already behind. The wealth transfer isn’ t just a flow of money— it’ s a seismic shift in values, expectations, and trust. labor strikes, millennials are pushing ESG activism into shareholder meetings, and boomers are still debating whether“ Venmoing” their grandkids is safe.
It’ s the same wealth; it’ s just that the worldviews are wildly different. Advisors who can’ t bridge that cultural chasm will watch billions in assets leave their books faster than Taylor Swift tickets crash Ticketmaster.
Winning in the wealth transfer requires more than brushing up on TikTok slang. It requires rethinking the advisor’ s role entirely. No longer just an allocator of assets, the modern advisor must be a family integrator, a legacy facilitator, and, yes, a tech-enabled guide. This means they’ ll need to do things like help build governance structures— such as family charters, philanthropic committees and mission statements— that align family members of different generations around shared values. It means adopting portals, apps and communication tools that resonate with digital natives. And it means reframing investing around the subject of impact, not just income.
At its core, it’ s about relevance. Are you showing up in the ways that matter to the next generation? Or are you still hoping they’ ll come sit through a paper-heavy review meeting in your office? Because here’ s the spoiler: They won’ t.
The good news? For advisors willing to adapt, the Great Wealth Transfer is the most significant growth opportunity of our era. Engaging heirs early, integrating technology seamlessly and leading conversations about purpose and legacy doesn’ t just preserve relationships— it multiplies them. Families that feel understood and aligned are more likely to stay consolidated, bringing siblings, cousins and even future generations under one advisory umbrella.
“ The EY Global Wealth Research Report” put it best:“ The wealth transfer is not just about money, it’ s about mindset. Advisors who can bridge generational values will define the future of wealth management.”
The $ 84 trillion shift is coming whether you’ re ready or not. Advisors who cling to old models will watch their AUM walk out the door. Advisors who evolve— by engaging heirs, embracing tech and aligning with the next generation’ s values— will not just survive the transfer, they’ ll thrive because of it.
This isn’ t just about keeping accounts open. It’ s about keeping yourself relevant in the most significant wealth transition in history. The choice is yours: Be the bridge between generations or be the footnote in their inheritance story.
If you’ re still building your business around boomer loyalty, you’ re already behind. The wealth transfer isn’ t just a flow of money— it’ s a seismic shift in values, expectations, and trust. And if you’ re not proactively connecting with heirs now, the odds say they’ ll cut you loose the minute the check clears.
The next generation isn’ t looking for their parents’ advisor— they’ re looking for a tech-enabled guide who speaks their language, shares their priorities and helps them shape wealth as a tool for impact, not just income. Advisors who evolve into that role will transform the wealth transfer into a growth engine. Those who don’ t will discover that 20 years of loyalty means nothing if they’ re irrelevant when the baton is passed.
SCOTT WINTERS is the CEO of Financial Gravity and author of The 10X Financial Advisor.
26 | FINANCIAL ADVISOR MAGAZINE | NOVEMBER 2025 WWW. FA-MAG. COM