“Every generation has had its defining moments, but this group’s life experiences up to now have been punctuated by persistent instability,” said Clark. “Our findings reveal that Generation Now investors want a trusted guide with expert knowledge who deeply understands them and their unique needs. We believe independent advisors fit that need, but this generation just doesn’t know it yet.”

Their ideal financial advisor relationship is with one whom they can build a trusted and transparent relationship, based on empathy and understanding of the whole person, not just their financial goals, Schwab says.

They want their advisor to provide planning and financial advice alongside expert advice in other related areas, such as tax or insurance. Generation Now also expects to be heavily involved in decisions regarding their investment strategy.

Advisor accessibility is important to this group. They want to be able to communicate with advisors whenever, wherever, through a combination of in-person meetings as well as voice, text, e-mail and videoconferencing.

“The key to winning the trust of Generation Now is to understand their mindset,” said Clark. “But we believe that independent advisors can also differentiate their firms in the eyes of these investors from other financial services models through marketing and referrals, the client experience, and talent acquisition that will position them to seize this opportunity.”

Egg Strategy conducted the study for Schwab Advisor Services between March 24 and April 11, 2014. Forty individuals age 30 to 45 with earned or inherited investable assets of $500,000 or a household income of at least $150,000 participated.

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