Emerging Market Trends For Financial Advisors In 2024

1 min readLast updated April 10, 2024by Unbiased team

In the fast-paced world of finance, staying ahead of the emerging market trends in 2024 is essential for financial advisors wanting to provide top-notch service to their clients.


  • The financial services sector is expected to see a continued increase in ESG-themed investments in 2024.

  • Fintech will have a landmark year as innovation continues at a rapid pace in the arenas of cryptocurrencies, cyber security, and the inclusion of generative AI, to name a few. 

  • Financial firms embracing up-to-the-minute technology for their younger-generation clients are growing almost ten times faster than those with older clients.

  •  According to Nasdaq, 65% of Gen Z and Millennials believe financial advisors are essential, seeking personalized solutions that incorporate their unique objectives and values.

Emerging market trends to watch n 2024

Several significant market trends will shape the financial advice sector in 2024. By studying the market trend analysis, you will gain the necessary insight into meeting the diverse needs of your clients.

These are the market trends in 2024 that every financial advisor needs to keep tabs on:

ESG investments

Environmental, Social, and Governance (ESG) investing has gained significant traction in recent years as investors increasingly prioritize sustainability and ethical considerations in conjunction with their financial returns. 

According to a 2023 study, investors still have a positive attitude toward ESG investing. The research revealed that 52% of organizations anticipate increasing sustainability investments in 2024, up from 33% last year.

Based on this study and other market trend forecasts, the financial services sector will probably see continued increases in ESG-themed investments in 2024. Regulatory bodies will likely impose stricter reporting standards and disclosure requirements to force financial firms to be more transparent and improve risk management. 

Evolution of finance technology

The finance industry has undergone a rapid digital transformation driven by innovations in financial technology (Fintech). Fintech is the technology that allows consumers to have more power over the way they invest, spend, and manage their finances.

In 2023, financial advisors increasingly leveraged finance technology tools to streamline processes, automate routine tasks, and deliver more personalized services to clients. The integration of machine learning, artificial intelligence (AI), and big data analytics into Fintech solutions enabled advisors to gain deeper insights into client needs and market trends in 2024.

In 2024, some of the primary technological trends set to impact the financial sector include the rapid growth of cryptocurrencies, the adoption of central bank digital currencies (CBDCs), and the increased incorporation of artificial intelligence (AI) in Fintech.

In 2024, the evolution of finance technology will accelerate, reshaping the way financial advisors operate. Advanced AI algorithms will empower advisors to offer more sophisticated investment strategies tailored to individual client objectives and risk profiles.

Introduction of the new generation

Millennials and Gen Z are rapidly becoming the primary age group in the workforce, comprising 42% of the U.S. population. However, only 14% of these are financial advisory clients, leaving the door wide open for a new client base. Although Gen Z and Millenials are relationship-driven, they also expect a smooth integration of technology in their financial lives.

In 2023, many advisors recognized the importance of engaging with the younger generations through financial technology. Those who embraced this digital transformation gained a competitive edge in attracting and retaining clients of these generations.

In 2024, the new generation entering the market will further impact market trends and client expectations. Financial advisors must further enhance their digital capabilities and adopt a more holistic approach to client engagement to stay on top of these forecasted market trends.

Personalized services

Today, each client’s financial solutions are unique and tailored to their individual objectives, risk tolerance, and personal life goals. In 2023, advanced data analytics and client profiling tools enabled financial advisors to offer more personalized advice and solutions, driving client satisfaction and loyalty. 

In 2024, personalized solutions will continue to be a cornerstone of successful advisory practices. AI-powered algorithms will allow advisors to deliver hyper-personalized recommendations in real time, leveraging data from multiple sources to anticipate client needs and preferences proactively.

The power of AI

AI has emerged as a game-changer in financial advisor trends, as the technology offers unprecedented capabilities in data analysis and predictive modeling. It comprises a wide range of technologies, including machine learning, deep learning, and natural language processing. 

Using the power of AI, some key Fintech areas are undergoing a transformation:

  • Chatbots and virtual assistants are constantly available to assist customers, process transactions, and sometimes suggest personalized financial solutions – enhancing client engagement and improving satisfaction.

  • AI algorithms can identify potentially fraudulent activities when analyzing transactional data.

  • The AI algorithms assess a massive amount of market data, enabling investors to make wise and informed decisions.

In 2023, financial advisors leveraged AI-powered tools and platforms to enhance their decision-making processes, improve portfolio management techniques, and automate routine tasks. AI adoption among financial advisors expanded rapidly, driving efficiency gains, risk mitigation, and investment performance improvements.

2024 will see a significant growth in AI due to the following factors:

  • The rapidly advancing computing power and high availability of data allow AI algorithms to learn at a galloping pace, leading to further innovations in AI applications

  • As the world begins to understand the transformative power of AI, it leads to a growing demand.

  • Governments worldwide are also seeing the potential and importance of this technology and promoting its adoption and development, including investing in it.

What are some financial advisor problems to watch out for in 2024?

As market and investment trends change, finance technology evolves, and the rise of AI continues to revolutionize the sector, there are also some challenges that financial advisors will have to face. 

In 2024, these are the most pertinent problems that will likely arise:

  • Lightning-fast tech changes: Financial advisors must stay abreast of the ever-changing financial technologies.

  • Cyber security threats: Advisors must ensure the confidentiality of client data, as cyber threats are rife.

  • Varied client needs: Financial advisors must be able to cater to all demographics in the market and embrace the technological advancements suited to the younger generation.

  • Regulatory compliance: It’s essential to keep up with the changing financial regulations to stay compliant and avoid penalties.

  • Market volatility: This can impact investment performance and client portfolios, so advisors must monitor market trends closely, implementing risk management strategies promptly when necessary.

Want to work with unbiased?

Financial advisors can achieve phenomenal business growth as they harness the power of the 2024 market trends and keep an eye out for potential pitfalls. The better your knowledge of market and investment trends, the easier it will be to offer your clients sound advice. 

If you’re looking for new clients, Unbiased Pro can deliver them straight to your inbox. Plus, you’ll get all the tools you need to convert leads and grow your business sustainably.


Unbiased team

Our team of writers, who have decades of experience writing about personal finance, including investing and retirement, are here to help you find out what you must know about life’s biggest financial decisions.