Every day, I repeat the same truth to my clients: There is nothing as constant as change.
Change is a constant in any path of life. Sometimes it creeps in; other times it’s blindsiding. As advisors, we prepare our clients for this inevitability, but how often are we looking inward to reflect on the shifting landscape of our industry?
My practice is right in the middle of watching this change unfold. As a millennial with many millennial clients, I need to grasp what is important to them as investors. Consistent positive returns aren’t always enough to keep clients happy. My clients often ask, “What am I invested in?” before they ask, “How are my investments doing?”
In an industry that is about servicing clients to their fullest potential, we cannot forget this.
Even as wealth begins to shift from baby boomers and Gen X to millennials and Gen Z, our responsibilities in managing those assets remain the same. Personalized financial advice and holistic financial planning are important at any age. The change at the doorstep—if it’s not already in the room—comes in the way advisors must execute those goals.
The three most prominent narratives of change I’ve encountered are technology, environmental, social, and governance investing, and cryptocurrency. Here is how I’ve molded my practice around these elements:
1. Technology—This is far and away the biggest difference in generations. Millennials and Gen Z have grown up in a world with information at their fingertips. They grew up with computers in their back pockets, purchase what they need online rather than in stores, and use mobile pay instead of heading to the ATM. These clients demand that we reflect this in our practice. Older generations got along fine by viewing quarterly statements and attending semi-annual, in-person meetings. That is no longer the case. The modern, young client requires a smartphone app to monitor his or her accounts in an instant. The younger generation expects advisors to provide that technology and share a fluency in using it. Apps, video conferences and social media are among the most important channels to appeal to these clients. Long before they meet you, young clients are likely to view your website and your LinkedIn page.
2. ESG—In just a few years, environmental, social and governance investing has gone from an incoming trend to a daily focus. Millennials and Gen Z are far more concerned with where their money goes versus how it is performing. The most important lesson here is to stay educated and be clear with your clients. Know what investments they value and make sure to discuss clearly what options a client has if they are more concerned with this aspect of their portfolio. While this change is still in its infancy, it is crucial to know what is important to each client and how you can achieve their financial goals while keeping their personal financial values in mind.
3. Cryptocurrency—Is it the wave of the future or a flash in the pan? While the jury may still be out, cryptocurrency is something that younger investors are unquestionably curious about. As advisors, we are limited in the exposure we can have in this asset class, but it is still important to be able to explain to such clients the risks associated with these volatile holdings. We do not know exactly where digital currency may be headed in the world, but it is key to stay informed and to be able to relate to clients’ questions.
These ultimately are minor changes to the day-to-day manner with which I handle my practice because, overall, the goal of a financial advisor has not changed: provide for the financial security of my clients. And, despite everything, the goals of the client haven’t changed either. Most clients, regardless of age, ask many of the same questions: How can I get to retirement comfortably? How should I allocate my assets? How do I lower my tax burden? What are my insurance needs? These are important questions at age 20 or age 80. While younger clients may scour the internet for answers before they reach out, there is no replacement for personal advice from a trusted advisor.