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Gen X holds 26% ($37.5 trillion), and millennials hold 9.5% ($14.5 trillion). ",[838],{"type":129,"attrs":839},{"color":12},{"type":18,"content":841},[842],{"text":843,"type":22,"marks":844},"But the balance is shifting.  ",[845],{"type":129,"attrs":846},{"color":12},{"type":18,"content":848},[849],{"text":850,"type":22,"marks":851},"Millennial wealth grew by over 5% between 2020 and 2024, showing that the Great Wealth Transfer is already happening. ",[852],{"type":129,"attrs":853},{"color":12},{"type":18,"content":855},[856],{"text":857,"type":22,"marks":858},"Each generation has distinct financial priorities and expectations, and understanding these differences is key to building lasting relationships. ",[859],{"type":129,"attrs":860},{"color":12},{"type":18,"content":862},[863],{"text":864,"type":22,"marks":865},"Using data from Unbiased, here are the key things you need to know about the next wealth holders and sharers.* ",[866],{"type":129,"attrs":867},{"color":12},{"type":18,"content":869},[870,876],{"text":871,"type":22,"marks":872},"Baby boomers (1946–1964): Wealthy but worried",[873,874],{"type":38},{"type":129,"attrs":875},{"color":12},{"text":820,"type":22,"marks":877},[878],{"type":129,"attrs":879},{"color":12},{"type":763,"content":881},[882],{"type":766,"content":883},[884],{"type":18,"content":885},[886],{"text":887,"type":22,"marks":888},"Represent 29% of Unbiased inquiries ",[889],{"type":129,"attrs":890},{"color":12},{"type":763,"content":892},[893],{"type":766,"content":894},[895],{"type":18,"content":896},[897],{"text":898,"type":22,"marks":899},"25% hold over $1 million in assets ",[900],{"type":129,"attrs":901},{"color":12},{"type":763,"content":903},[904],{"type":766,"content":905},[906],{"type":18,"content":907},[908],{"text":909,"type":22,"marks":910},"Top priorities: financial planning and retirement ",[911],{"type":129,"attrs":912},{"color":12},{"type":18,"content":914},[915],{"text":916,"type":22,"marks":917},"Boomers are often financially secure but anxious about their children’s and grandchildren’s futures. Advisors should focus on reassurance and legacy planning, involving the whole family in wealth conversations. ",[918],{"type":129,"attrs":919},{"color":12},{"type":18,"content":921},[922,928],{"text":923,"type":22,"marks":924},"Generation X (1965–1980): Overlooked and overloaded",[925,926],{"type":38},{"type":129,"attrs":927},{"color":12},{"text":820,"type":22,"marks":929},[930],{"type":129,"attrs":931},{"color":12},{"type":763,"content":933},[934],{"type":766,"content":935},[936],{"type":18,"content":937},[938],{"text":939,"type":22,"marks":940},"Represent 26% of Unbiased inquiries ",[941],{"type":129,"attrs":942},{"color":12},{"type":763,"content":944},[945],{"type":766,"content":946},[947],{"type":18,"content":948},[949],{"text":950,"type":22,"marks":951},"20% hold over $1 million in assets ",[952],{"type":129,"attrs":953},{"color":12},{"type":763,"content":955},[956],{"type":766,"content":957},[958],{"type":18,"content":959},[960],{"text":909,"type":22,"marks":961},[962],{"type":129,"attrs":963},{"color":12},{"type":18,"content":965},[966],{"text":967,"type":22,"marks":968},"Gen X often feels invisible in financial services. They’re juggling mortgages, careers, and caregiving. Advisors should position themselves as time-saving problem solvers, offering clear, actionable strategies. ",[969],{"type":129,"attrs":970},{"color":12},{"type":18,"content":972},[973,979],{"text":974,"type":22,"marks":975},"Millennials (1981–1996): Stuck and searching for solutions",[976,977],{"type":38},{"type":129,"attrs":978},{"color":12},{"text":820,"type":22,"marks":980},[981],{"type":129,"attrs":982},{"color":12},{"type":763,"content":984},[985],{"type":766,"content":986},[987],{"type":18,"content":988},[989],{"text":990,"type":22,"marks":991},"Represent 17% of Unbiased inquiries ",[992],{"type":129,"attrs":993},{"color":12},{"type":763,"content":995},[996],{"type":766,"content":997},[998],{"type":18,"content":999},[1000],{"text":1001,"type":22,"marks":1002},"11% hold over $1 million in assets ",[1003],{"type":129,"attrs":1004},{"color":12},{"type":763,"content":1006},[1007],{"type":766,"content":1008},[1009],{"type":18,"content":1010},[1011],{"text":1012,"type":22,"marks":1013},"Top priorities: financial planning, investments, and retirement ",[1014],{"type":129,"attrs":1015},{"color":12},{"type":18,"content":1017},[1018],{"text":1019,"type":22,"marks":1020},"Millennials are frustrated by high living costs and delayed milestones. They’re open to advice, especially when it’s framed around achievable goals. Advisors should focus on empowerment and step-by-step progress. ",[1021],{"type":129,"attrs":1022},{"color":12},{"type":809,"attrs":1024,"content":1025},{"level":811},[1026,1032],{"text":1027,"type":22,"marks":1028},"How RIA firms can meet new and rising expectations",[1029,1030],{"type":38},{"type":129,"attrs":1031},{"color":12},{"text":820,"type":22,"marks":1033},[1034,1035],{"type":38},{"type":129,"attrs":1036},{"color":825},{"type":18,"content":1038},[1039],{"text":1040,"type":22,"marks":1041},"As wealth shifts to younger generations, advisors must adapt their services to meet new demands.  ",[1042],{"type":129,"attrs":1043},{"color":12},{"type":18,"content":1045},[1046],{"text":1047,"type":22,"marks":1048},"Here are three key areas to focus on: ",[1049],{"type":129,"attrs":1050},{"color":12},{"type":18,"content":1052},[1053,1059],{"text":1054,"type":22,"marks":1055},"1. Adopt a digital-first approach",[1056,1057],{"type":38},{"type":129,"attrs":1058},{"color":12},{"text":820,"type":22,"marks":1060},[1061],{"type":129,"attrs":1062},{"color":12},{"type":18,"content":1064},[1065,1070,1081],{"text":1066,"type":22,"marks":1067},"Today’s clients are tech-savvy. According to ",[1068],{"type":129,"attrs":1069},{"color":12},{"text":1071,"type":22,"marks":1072},"Dow Jones",[1073,1077,1079],{"type":31,"attrs":1074},{"href":1075,"uuid":34,"anchor":34,"target":1076,"linktype":36},"https://www.dowjones.com/professional/risk/resources/blog/creating-content-to-build-lasting-relationships-how-financial-advisors-can-reach-younger-generations","_blank",{"type":129,"attrs":1078},{"color":12},{"type":1080},"underline",{"text":1082,"type":22,"marks":1083},", firms that embrace digital tools see higher retention and assets under management (AUM) growth. ",[1084],{"type":129,"attrs":1085},{"color":12},{"type":763,"content":1087},[1088],{"type":766,"content":1089},[1090],{"type":18,"content":1091},[1092],{"text":1093,"type":22,"marks":1094},"86% of US consumers rely on online reviews, according to Statista ",[1095],{"type":129,"attrs":1096},{"color":12},{"type":763,"content":1098},[1099],{"type":766,"content":1100},[1101],{"type":18,"content":1102},[1103],{"text":1104,"type":22,"marks":1105},"Two-thirds search for a company or product online ",[1106],{"type":129,"attrs":1107},{"color":12},{"type":18,"content":1109},[1110],{"text":1111,"type":22,"marks":1112},"Digital advertising, content marketing, and online reputation management are now essential for building trust and visibility. ",[1113],{"type":129,"attrs":1114},{"color":12},{"type":18,"content":1116},[1117,1123],{"text":1118,"type":22,"marks":1119},"2. Provide on-demand advice",[1120,1121],{"type":38},{"type":129,"attrs":1122},{"color":12},{"text":820,"type":22,"marks":1124},[1125],{"type":129,"attrs":1126},{"color":12},{"type":18,"content":1128},[1129,1134,1143],{"text":1130,"type":22,"marks":1131},"Consumers expect speed and flexibility. Yet only 8% of advisors currently offer on-demand services, according to ",[1132],{"type":129,"attrs":1133},{"color":12},{"text":1135,"type":22,"marks":1136},"Accenture",[1137,1140,1142],{"type":31,"attrs":1138},{"href":1139,"uuid":34,"anchor":34,"target":1076,"linktype":36},"https://www.accenture.com/content/dam/accenture/final/accenture-com/document/Accenture-Financial-Advice-Reimagined.pdf",{"type":129,"attrs":1141},{"color":12},{"type":1080},{"text":1144,"type":22,"marks":1145},". ",[1146],{"type":129,"attrs":1147},{"color":12},{"type":18,"content":1149},[1150],{"text":1151,"type":22,"marks":1152},"Unbiased’s data shows that firms responding to inquiries on the same day achieve an 80% lead-to-first-appointment rate. Embracing customer relationship management (CRM) systems and digital platforms can help you meet this demand. ",[1153],{"type":129,"attrs":1154},{"color":12},{"type":18,"content":1156},[1157,1163],{"text":1158,"type":22,"marks":1159},"3. Build personal connections",[1160,1161],{"type":38},{"type":129,"attrs":1162},{"color":12},{"text":820,"type":22,"marks":1164},[1165],{"type":129,"attrs":1166},{"color":12},{"type":18,"content":1168},[1169,1174,1183],{"text":1170,"type":22,"marks":1171},"Younger clients value personalized, transparent advice. According to ",[1172],{"type":129,"attrs":1173},{"color":12},{"text":1175,"type":22,"marks":1176},"WealthManagement",[1177,1180,1182],{"type":31,"attrs":1178},{"href":1179,"uuid":34,"anchor":34,"target":1076,"linktype":36},"https://www.wealthmanagement.com/client-relations/how-financial-advisors-can-connect-with-gen-x",{"type":129,"attrs":1181},{"color":12},{"type":1080},{"text":1184,"type":22,"marks":1185},", Gen X prefer advisors who speak directly to their challenges. ",[1186],{"type":129,"attrs":1187},{"color":12},{"type":18,"content":1189},[1190],{"text":1191,"type":22,"marks":1192},"Millennials also seek tailored guidance and education over sales pitches. Trust is critical, especially for first-time advice seekers. ",[1193],{"type":129,"attrs":1194},{"color":12},{"type":809,"attrs":1196,"content":1197},{"level":811},[1198,1204],{"text":1199,"type":22,"marks":1200},"Combating the dual challenges of retention and acquisition",[1201,1202],{"type":38},{"type":129,"attrs":1203},{"color":12},{"text":820,"type":22,"marks":1205},[1206,1207],{"type":38},{"type":129,"attrs":1208},{"color":825},{"type":18,"content":1210},[1211],{"text":793,"type":22,"marks":1212},[1213],{"type":129,"attrs":1214},{"color":12},{"type":18,"content":1216},[1217,1223],{"text":1218,"type":22,"marks":1219},"Retaining existing wealth",[1220,1221],{"type":38},{"type":129,"attrs":1222},{"color":12},{"text":820,"type":22,"marks":1224},[1225],{"type":129,"attrs":1226},{"color":12},{"type":18,"content":1228},[1229,1234,1243],{"text":1230,"type":22,"marks":1231},"Up to 80% of heirs plan to change advisors after inheriting wealth, according to ",[1232],{"type":129,"attrs":1233},{"color":12},{"text":1235,"type":22,"marks":1236},"Unqork",[1237,1240,1242],{"type":31,"attrs":1238},{"href":1239,"uuid":34,"anchor":34,"target":1076,"linktype":36},"https://unqork.com/resource-center/blogs/how-wealth-management-firms-should-prepare-for-the-great-wealth-transfer/",{"type":129,"attrs":1241},{"color":12},{"type":1080},{"text":1244,"type":22,"marks":1245},". The main reason? A lack of relationship with the previous advisor. ",[1246],{"type":129,"attrs":1247},{"color":12},{"type":18,"content":1249},[1250],{"text":1251,"type":22,"marks":1252},"To retain assets, advisors must: ",[1253],{"type":129,"attrs":1254},{"color":12},{"type":763,"content":1256},[1257],{"type":766,"content":1258},[1259],{"type":18,"content":1260},[1261],{"text":1262,"type":22,"marks":1263},"Build multi-generational relationships ",[1264],{"type":129,"attrs":1265},{"color":12},{"type":763,"content":1267},[1268],{"type":766,"content":1269},[1270],{"type":18,"content":1271},[1272],{"text":1273,"type":22,"marks":1274},"Engage heirs early ",[1275],{"type":129,"attrs":1276},{"color":12},{"type":763,"content":1278},[1279],{"type":766,"content":1280},[1281],{"type":18,"content":1282},[1283],{"text":1284,"type":22,"marks":1285},"Offer family meetings and assign dedicated advisors ",[1286],{"type":129,"attrs":1287},{"color":12},{"type":18,"content":1289},[1290],{"text":1291,"type":22,"marks":1292},"Vanguard recommends holding family meetings in different configurations to suit client preferences. ",[1293],{"type":129,"attrs":1294},{"color":12},{"type":18,"content":1296},[1297,1303],{"text":1298,"type":22,"marks":1299},"Engaging new and first-time clients",[1300,1301],{"type":38},{"type":129,"attrs":1302},{"color":12},{"text":820,"type":22,"marks":1304},[1305],{"type":129,"attrs":1306},{"color":12},{"type":18,"content":1308},[1309],{"text":1310,"type":22,"marks":1311},"At Unbiased, 65% of people who sought an advisor in 2024 had never used one before. These clients are inheriting wealth, and they’re going online to find help. ",[1312],{"type":129,"attrs":1313},{"color":12},{"type":18,"content":1315},[1316],{"text":1317,"type":22,"marks":1318},"To reach them: ",[1319],{"type":129,"attrs":1320},{"color":12},{"type":763,"content":1322},[1323],{"type":766,"content":1324},[1325],{"type":18,"content":1326},[1327],{"text":1328,"type":22,"marks":1329},"Invest in digital marketing ",[1330],{"type":129,"attrs":1331},{"color":12},{"type":763,"content":1333},[1334],{"type":766,"content":1335},[1336],{"type":18,"content":1337},[1338],{"text":1339,"type":22,"marks":1340},"Use a lead generation platform ",[1341],{"type":129,"attrs":1342},{"color":12},{"type":763,"content":1344},[1345],{"type":766,"content":1346},[1347],{"type":18,"content":1348},[1349],{"text":1350,"type":22,"marks":1351},"Provide tools to manage and convert leads ",[1352],{"type":129,"attrs":1353},{"color":12},{"type":18,"content":1355},[1356],{"text":1357,"type":22,"marks":1358},"Lead generation platforms offer a scalable way to connect with high-intent clients and build long-term relationships. ",[1359],{"type":129,"attrs":1360},{"color":12},{"type":809,"attrs":1362,"content":1363},{"level":811},[1364,1370],{"text":1365,"type":22,"marks":1366},"Why this matters for your firm",[1367,1368],{"type":38},{"type":129,"attrs":1369},{"color":12},{"text":820,"type":22,"marks":1371},[1372,1373],{"type":38},{"type":129,"attrs":1374},{"color":825},{"type":18,"content":1376},[1377],{"text":1378,"type":22,"marks":1379},"The great wealth transfer is the biggest shift in financial advice in a generation.  ",[1380],{"type":129,"attrs":1381},{"color":12},{"type":18,"content":1383},[1384],{"text":1385,"type":22,"marks":1386},"Firms that adapt will: ",[1387],{"type":129,"attrs":1388},{"color":12},{"type":763,"content":1390},[1391],{"type":766,"content":1392},[1393],{"type":18,"content":1394},[1395],{"text":1396,"type":22,"marks":1397},"Retain more assets ",[1398],{"type":129,"attrs":1399},{"color":12},{"type":763,"content":1401},[1402],{"type":766,"content":1403},[1404],{"type":18,"content":1405},[1406],{"text":1407,"type":22,"marks":1408},"Attract new clients ",[1409],{"type":129,"attrs":1410},{"color":12},{"type":763,"content":1412},[1413],{"type":766,"content":1414},[1415],{"type":18,"content":1416},[1417],{"text":1418,"type":22,"marks":1419},"Build stronger, multi-generational relationships ",[1420],{"type":129,"attrs":1421},{"color":12},{"type":18,"content":1423},[1424],{"text":1425,"type":22,"marks":1426},"But success requires a new mindset, one that’s digital-first, client-centric, and future-ready. ",[1427],{"type":129,"attrs":1428},{"color":12},{"type":809,"attrs":1430,"content":1431},{"level":811},[1432,1438],{"text":1433,"type":22,"marks":1434},"How Unbiased can help  ",[1435,1436],{"type":38},{"type":129,"attrs":1437},{"color":12},{"text":820,"type":22,"marks":1439},[1440,1441],{"type":38},{"type":129,"attrs":1442},{"color":825},{"type":18,"content":1444},[1445],{"text":1446,"type":22,"marks":1447},"Unbiased is a financial advisory platform that empowers RIAs to grow their business through high-quality, verified leads.   ",[1448],{"type":129,"attrs":1449},{"color":12},{"type":18,"content":1451},[1452],{"text":1453,"type":22,"marks":1454},"The Unbiased platform gives you the tools to manage your pipeline, track performance, and scale your business efficiently.   ",[1455],{"type":129,"attrs":1456},{"color":12},{"type":18,"content":1458},[1459],{"text":1460,"type":22,"marks":1461},"Book a free demo today and learn how Unbiased can help you scale your business in a repeatable and effective way with a steady stream of new clients.    ",[1462],{"type":129,"attrs":1463},{"color":12},{"type":18,"content":1465},[1466,1476],{"text":1467,"type":22,"marks":1468},"Contact us today",[1469,1472,1473,1475],{"type":31,"attrs":1470},{"href":1471,"uuid":34,"anchor":34,"target":1076,"linktype":36},"https://5ht59.share.hsforms.com/2EuO4Bf16RUSe9XvC1Att4w",{"type":38},{"type":129,"attrs":1474},{"color":12},{"type":1080},{"text":1477,"type":22,"marks":1478},"    ",[1479],{"type":129,"attrs":1480},{"color":12},{"type":18},{"type":18},{"type":18,"content":1484},[1485],{"text":1486,"type":22,"marks":1487},"*Inquiry and wealth level data is taken from a 15-week sample, January-May 2025, of inquiries through our platform. To gain an accurate reflection of each generation, the age ranges used were as follows: Baby Boomers: 61 and over, Gen X: 51-60, and millennials: 31-40. The relationship insights are taken from a 2024 study conducted by Unbiased alongside a team of UCL researchers examining people’s relationships with their finances. ",[1488],{"type":129,"attrs":1489},{"color":12},"article-rich-text",[1492],{"_uid":1493,"image":1494,"title":1498,"subtitle":12,"component":1524,"breadcrumbs":558},"7258534c-6542-4ae2-bfde-cd263bf80204",{"id":1495,"alt":12,"name":12,"focus":12,"title":12,"source":12,"filename":1496,"copyright":12,"fieldtype":799,"meta_data":1497,"is_external_url":543},68864845563472,"https://a.storyblok.com/f/185166/1200x800/6c92396f66/the-great-wealth-transfer-how-financial-advice-firms-can-prepare.png",{},{"type":15,"content":1499},[1500],{"type":18,"content":1501},[1502,1507,1515,1520],{"text":1503,"type":22,"marks":1504},"The ",[1505],{"type":129,"attrs":1506},{"color":12},{"text":1508,"type":22,"marks":1509},"Great Wealth Transfer",[1510,1513],{"type":25,"attrs":1511},{"class":1512},"primary-gradient",{"type":129,"attrs":1514},{"color":12},{"text":1516,"type":22,"marks":1517},": how RIA firms can prepare",[1518],{"type":129,"attrs":1519},{"color":12},{"text":820,"type":22,"marks":1521},[1522],{"type":129,"attrs":1523},{"color":825},"app-hero",{"name":1526,"created_at":1527,"published_at":1528,"updated_at":1529,"id":1530,"uuid":1531,"content":1532,"slug":1542,"full_slug":1543,"sort_by_date":34,"position":1544,"tag_list":1545,"is_startpage":543,"parent_id":1546,"meta_data":34,"group_id":1547,"first_published_at":1548,"release_id":34,"lang":730,"path":34,"alternates":1549,"default_full_slug":34,"translated_slugs":34,"_stopResolving":558},"Rachel Carey","2023-03-28T10:05:08.718Z","2025-01-28T12:05:49.815Z","2025-01-28T12:05:49.832Z",283076789,"b4ce951f-89c7-4ef6-97a8-709dc6d856e1",{"job":1533,"_uid":1534,"name":1526,"image":1535,"component":1538,"education":1539,"expertise":1540,"description":1541},"Senior Content Writer","a6e3129c-eeee-4438-8204-797883981521",{"id":1536,"alt":12,"name":12,"focus":12,"title":12,"filename":1537,"copyright":12,"fieldtype":799,"is_external_url":543},7792663,"https://a.storyblok.com/f/185166/1199x1257/2401746255/rachel-carey.jpg","article-author","Griffith College Dublin, MA (Hons) in Journalism & Media Communications","Rachel brings over a decade of experience in media, including SEO content writing, marketing, public relations, and broadcast and print journalism.","Rachel is a Senior Content Writer at Unbiased, producing content across a range of different sectors, including personal finance, retirement, and investing. She specializes in simplifying intricate financial terms into clear, engaging content tailored for both B2C and B2B audiences.","rachel-carey","authors/rachel-carey",-10,[],224651374,"024abff2-15a6-4099-8ba2-25c01abe42e8","2023-04-03T07:50:42.397Z",[],[1551],{"_uid":1552,"body":1553,"title":12,"component":1554},"628318e0-01e9-4c44-8673-bc4675b4f2b9",[],"app-links-list",{"_uid":1556,"title":746,"plugin":1557,"og_image":12,"og_title":12,"description":1558,"twitter_image":12,"twitter_title":12,"og_description":12,"twitter_description":12},"91b52988-050b-4ddc-9506-41f9f03e5e6d","seo_metatags","Over the next 20 years, more than $100 trillion is expected to pass between generations in the US. Discover how your firm can prepare to thrive in the inheritance economy.","app-article",[],[],"Over the next 20 years, more than $100 trillion is expected to pass between generations in the US. Discover how your firm can prepare to thrive in the inheritance economy. 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