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Gen Z clients are coming… advice firms must change now

“In order to reach more people who would benefit from financial planning, advice firms need to become more representative of wider society”, writes Asha Sanderson, a management consultant for the PEN Partnership in New Model Adviser.

The rise of Gen Z

“Gen Z [those born between 1997 and 2012] were practically born with phones in their hands, meaning they are constantly connected and hyperaware of global goings-on. With that comes great concern for their personal image, strong opinions and high expectations.

They care about the brands they affiliate themselves with and what that says about their identities. They expect these brands to care about them as individuals in return.”

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The importance of branding

“On the outside, your brand may seem like it consists only of elements such as logos and colours, but your brand is actually the entire identity of your business.

If you had to choose between a business with clear, professional-looking branding and a business that hasn’t made this effort, you probably know which one you’d trust more.

Kristopher Jones , founder of the 2020 "SEO Agency of the Year" finalist LSEO.com. 

Your brand is always on display

Your brand is on display to your clients whenever your clients touch your organisation. Be it face to face, in communications, newsletters, website or social media. Every time your clients see something from you it reflects on your brand.

Your email getting lost in spam, reflects your brand. Your secure email system frustrating your clients with forgotten passwords and arcane web access reflects your brand. Downloading someone else’s app to access your service reflects your brand.

The importance of branding

Asha explains “Businesses have got to recognise that client diversity has changed significantly over the last two decades. Businesses will need to consider the needs of all their customers, challenge assumptions they’ve made about those needs, and design processes that leave no customer feeling excluded.”

To appeal to this new generation of clients, and match the expectations of your existing clients, it is important that your brand is in front of your clients when they look to understand their finances.

There is no better way to achieve this than through your own-branded app from moneyinfo. This will meet the expectations of your current and future clients and enable you to distribute relevant commentary to different client segments, keeping your brand relevant and in front of your clients.

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89% of your clients want an app

Gen Z were practically born with phones in their hands. You may be surprised that it’s not just Gen Z clients that want an app. In a recent survey of 2,000 investors, Refinitiv, found that 89% of your clients want an app.

“Clients are more focused on whether they can work with an adviser, and whether the adviser “gets” them. When you are looking for a service, you look for people you can resonate with and so, as an adviser, you create greater empathy quicker if you share values and experiences with your clients.”

Read the full article by Asha here.


Give your clients the app they want, beautifully presented in your own brand. Click here to arrange a demonstration.