The article highlights a major, often overlooked opportunity in the investor world: the coming intergenerational wealth transfer, estimated at about $30 trillion over the next few decades. Advisors typically lose most accounts when assets move from one generation to the next, representing a transformative business opportunity for firms that can retain or win those relationships.
From a marketing standpoint, these assets are tightly linked to four key emotional drivers: family, money, health, and safety, making them especially powerful to position around. The author argues that firms must embrace change, because heirs will usually want to put their own stamp on portfolios quickly, so “stay the course” should be a secondary rather than primary theme.