Gen Z, Millennials shape the new rules of financial advice but can advisors keep up?

Younger investors aren’t just entering the financial advice world, they’re rewriting the rules. And advisors need to keep up. 

“Younger investors — especially Gen Z and Millennials — are flipping the script on financial advice,” says Kristy Smith, general manager on the wealth management team at Broadridge and a former VP and analyst at Goldman Sachs.

“A research study we did with Dow Jones shows they actually value working with an advisor more than any other generation.” she says, sharing insights with InvestmentNews. “But they’re not looking for a sales pitch. They want real guidance: help building financial literacy, advice rooted in personal goals, and content that speaks to who they are.”

For financial advisors, the shift in what clients want is more than a trend, it’s a wake-up call. As Smith puts it, “Personalization isn’t a perk anymore, it’s the price of entry.”

But while many advisors still believe younger clients aren’t interested, the research suggests otherwise.

“Our data shows they’re actively looking for guidance. What’s holding advisors back are compliance hurdles, time constraints, and a lack of familiarity with digital tools, Smith says, adding that there are tools to help.   

“To win over the next generation, advisors need to embrace tech-forward approaches and go where younger investors are — online, mobile, and expecting an experience that feels tailored, not templated,” she urges.

Personalized content is one of the most powerful trust-builders for next-gen clients.

 “When advisors consistently share information tailored to an individual’s interests and financial goals, it shows they’re paying attention and they genuinely understand and value their clients’ unique needs,” Smith explains. Yet, she points out, “only 4 in 10 advisors are actually sharing personalized content with clients. They gravitate toward short videos, podcasts, and personalized email updates — formats that are easily digestible and mobile-friendly.”

Social media, often viewed as a compliance minefield, is also part of the solution. Smith recommends platforms that integrate compliance into the workflow, making it easier to post with confidence and to get it right.

“The key is consistency,” she notes. “When advisors regularly share high-quality, compliance-approved content, they not only stay top of mind, advisors enhance their credibility, expand their reach, and engage with younger investors, without compromising on regulatory standards.”

Technology is also helping bridge the financial literacy gap for those not yet working with an advisor.

“Video content has become a highly effective way for young investors to engage with and understand financial topics,” says Smith, adding that digital calculators and planning tools “are empowering individuals to model savings strategies, estimate retirement needs, and explore different investment options on their own.”

And looking ahead, what does she see as the most critical capability advisors will need to succeed over the next 5–10 years?

“One of the most critical capabilities for advisors will be their use of a single marketing platform that enables them to share personalized content at scale with their investors,” she says. “With a significant portion of the advisor population nearing retirement in the next decade, it’s critical to find solutions that allow advisors to efficiently grow and manage their businesses without sacrificing the personal relationships that set them apart.”

This, she adds, means that scalable, data-enriched lead generation campaigns are essential, as they provide valuable insights into prospects’ financial health and goals, helping advisors tailor their outreach more effectively.

“Additionally, to cater to different learning styles across their client base, advisors need the ability to share personalized content through a variety of formats, such as videos, articles, webinars, and infographics. Embracing these strategies will position advisors to thrive amid industry change and evolving client expectations,” Smith concludes.