As we think about marketing opportunities in the investor world, this is a pretty big – and largely overlooked – one:

Take aways: $30 trillion in the next 3 or 4 decades will be passed from one generation to the next. And advisors usually lose the majority of the accounts as money flows from one generation to the next. That’s the kind of money that could change the fortunes of a lot of companies in the wealth management landscape.

From a marketing point of view, those assets are tied to four of the five most important, universal emotional motivators: family, money, health and safety (the fifth is community).

Asset InheritanceSo, how can your business engage the inheritance opportunity?
One thing the Reuters article didn’t cover: embrace change. The next generation will want to put their thumbprint on the portfolio pretty quickly in most cases. “Stay the course” may need to be a theme, but it should be a secondary one at most.

Photo Credit: tasslehoff84 via Compfight cc

Julian Scarfe

Strategic marketing consultant & digital media expert, helping clients in the investment industry - mutual fund, hedge fund & ETF firms, advisor organizations, IR and other financial services. Strategy, branding, web, social, outreach, inbound, video, sales support materials, marketing cost auditing.