The term ‘NextGen’ often evokes images of tech-savvy millennials and Gen Zers. However, as we immerse ourselves in the wave of generational wealth transfer, the ‘next generation’ is actually Gen X. Born between 1965 and 1980, Gen X clients are at a pivotal moment in their financial journey, often overlooked but ripe with opportunity.

The Gen X cohort, sandwiched between the baby boomers and millennials, has matured into their prime earning years. They are raising families, running businesses and fast approaching the crossroads of inheritance and retirement. However, they are the ‘middle child’ of generations — often forgotten but holding a significant portion of the nation’s wealth.

If I could offer one piece of advice for financial professionals aiming to connect with Gen X, it would be this: personalization is the key.

To resonate with this demographic, we need to understand them. Gen X was the first generation to grow up with the internet, yet they remember a time before its existence. They’ve weathered economic crises and have a more conservative approach to investing than their millennial counterparts. They value stability and long-term growth. From a marketing perspective, this presents an exciting opportunity. Your communication should mirror their life experiences, striking a balance between tradition and technology, security and growth. Show them how your services can provide stability and adaptability in an ever-changing financial landscape.

Utilize technology — leverage social media, email newsletters and digital touchpoints, and do so in an automated fashion. Our Amplify Marketing Platform, in partnership with FMG, offers best-in-class tools and capabilities to manage messaging and campaigns by theme and segment. And while I’m clearly in favor of, and strongly suggest, leveraging tools to orchestrate a well-choreographed marketing strategy across multiple channels of distribution, I’d be remiss if I didn’t also highlight the value of face-to-face interaction or a phone call — especially to Gen X. Remember, this generation straddles the digital divide.

Gen Xers are at a pivotal moment. They are preparing for retirement, managing their wealth, and in many cases, poised to receive an inheritance from their parents. Let’s seize the opportunity to guide them through these critical transitions. And once again, I must encourage you to capitalize on the opportunity to enhance the personalization of your message by concentrating on a laser-focused niche market.

In closing, while it’s essential to gear up for the future, it’s equally crucial not to overlook the opportunities of the present. Gen X is ready for the taking. Remember, the vast majority of heirs will leave the predecessor financial professional. Connect deeply and consistently with your Gen X clients and prospects and be more intentional about creating value in every interaction.

Remember, your success isn’t just about growing wealth; it’s more about nurturing relationships, understanding the unique needs of each generation, and providing personalized solutions that resonate.

To learn more about proven marketing strategies to engage with existing and prospective clients, contact to marketing@atriawealth.com.