The two articles in this CPD Points Quiz respectively consider top tips on how to engage Millennial clients and manage your advice business through changing times…
Top Tips on How to Engage Millennial Clients
Lifespan Financial Planning CEO, Eugene Ardino, writes about one of the advisers in his business, Arkadiusz Bryl, who has developed a very successful advice proposition for Millennial clients – those born between 1981 and 1996…
Many financial advisers steer clear of younger clients in the belief that they don’t generally have much to invest and are too young to be interested in retirement planning.
However, advisers who fail to service them are doing themselves a disadvantage. The massive potential of this group simply cannot be ignored. The intergenerational transfer of wealth from Australian Baby Boomers to their children over the next 10 to 20 years has been estimated at up to $3 trillion.
And despite what some planners might think, there is a high earning Millennial cohort; the so-called HENRYs – high earners, not rich yet.
Some planners, many of them Millennials themselves, have structured their entire businesses around engaging this group. The strategy relies on the expectation that if these young clients are serviced in the way they want to be serviced, they will remain loyal to their planner until they hit their peak earning and investing years and beyond.
Much has been said, both positive and negative, about the defining characteristics of Millennials; those people born between 1981 and 1996. We’ve all heard the stereotypes about how they are narcissistic, don’t like to pay much for things and are obsessed with fame, self-promotion and avocado on toast.
However, more positive traits attributed to this group include:
- Tech savviness
- Expert multi-taskers
- Socially conscious
- Information seekers
- Sceptical about ‘big business’ – they appreciate ethics and transparency in marketing and don’t respond well to the ‘hard sell’
So, what does all this mean for financial planners seeking to engage Millennials? One of Lifespan’s authorised representatives, Arkadiusz Bryl, founder of Real Knowledge, Diverse Solutions, is an expert at reaching younger clients through digital marketing. Arkadiusz regularly advises other planners on digital marketing and how to engage younger clients. He believes many financial planners overthink their approach to servicing younger clients.
“Ultimately, they want exactly what Generation X and Baby Boomer clients want, which is a secure financial future. They just want to go about it a different way. They might not want ongoing advice yet, but they do want help when major events occur in their lives such as getting married, having children and getting a promotion.
“Millennials do, however, seek complete transparency. In an age when you can find almost anything on the internet, they appreciate it when you lay everything out on the table and share or even involve them in the advice process.
“I think of the traditional advice model like a taxi. You don’t really know how the meter works, you don’t know what route they’ll take, but it’ll get you to the place you need to be. Then there’s Uber. Prior to booking, you know exactly who’s picking you up, exactly how much it’s going to cost, what their service is like and the route is laid out. That’s exactly how financial advice should be and that’s the approach we take,” he said.
As a licensee, I agree with Arkadiusz that traditional methods of engagement often do not resonate well with Millennials and a different approach is required. Statistics show that more often than not, when an existing client’s wealth is transferred through a life event, the servicing adviser loses relevance and the beneficiary of the outcome will seek advice from somebody more attuned to their way of doing things.
Millennials are taking a greater interest in all things financial. They want to be well informed and are not afraid to seek assistance – but the engagement piece for most older advisers remains a challenge.
Where many firms get it wrong is believing that the service model needs to cost a lot of money. One of the great things about Millennials is that, while they want guidance and some engagement, they are prepared to do some of the work themselves. Therefore, focus engagement on general advice and education and then send them off to do much of the work themselves. This, combined with the broader adoption of many modern technologies, means that the cost per client can come down significantly. What Millennials don’t want is to be told by an adviser, ‘come back when you have $200,000’. I guarantee you’ll never see them again if you take that approach.
It can also be a prudent strategy to engage and advise the Millennial beneficiaries of your larger clients at a loss and consider it an investment in increasing the probability of retaining the client once the intergenerational wealth transfer occurs. Many successful advisers are already doing this.
A fresh approach to client engagement
The traditional approach to engaging clients just doesn’t work with many Millennials. Many don’t respond well to being told they should have particular investments or insurances. They want to be educated and make at least some of the decisions themselves. With that in mind, Arkadiusz begins his initial client meetings with a visual fact find.
It is a ‘no pitch, no sell’ proposition in which the prospective client is taken through a series of simple steps which shed light on their actual financial position. The simplicity of the process is also a pleasing contrast to the information overload that is so prevalent in modern society.
In April 2018, Arkadiusz hosted an innovative event for 120 people called ‘How to Smash Goals, Not Avocados,’ where he took them on a visual journey of their goals, needs and objectives.
“I teamed up with an illustrator, and we provided everyone with an empty ‘visual fact find’. We provided no direct advice, but 87 attendees left reviews that they had learnt more about their financial life in two hours than in their whole lives. This led me to ask myself, ‘Why can’t I do this on an even bigger scale?’
“There’s no middle man anymore. You can grab your phone, record a video or write a blog and post it to whoever you want, wherever you want, for a few dollars. You’d be surprised how far ‘good’ content – where you’re actually providing real value – will take you without having to spend much at all. The only thing I see most advisers giving away is complimentary initial meetings.
“If you can educate the masses and solve a simple problem for your network of contacts without a fee, trust me, when they have a bigger problem, they’ll come to you. They will appreciate the effort you have put in, and will be more likely to become your client on the basis of you being able to service their goals, needs and objectives,” he said.
The propensity for Millennials to educate themselves also makes content production crucial for advisers targeting this group. This might not be everyone’s cup of tea as it requires a significant time commitment. Arkadiusz has also developed free ‘lunch and learn’ events in which he educates potential clients about developing a financial plan.
Millennials respond more positively to word-of-mouth endorsements than traditional advertising. Therefore, social media is an ideal channel through which to engage them. Mass marketing through social media is also an effective way to keep costs down. For example, Arkadiusz posts videos to his audience of more than 1,000 Instagram followers every day, often on weekends, and hosts a free group chat event online every week.
As I’ve mentioned, this business strategy would not suit most advisers, particularly those with no grasp of digital marketing.
Arkadiusz has few clients on retainer – he works with most of them on a transactional basis. His model relies on scale for its success. It also requires a constant flow of new content for social media feeds.
Critics might say that he is giving away too much of his time and intellectual property for free. But his response would be that by keeping them happy now, he is building a base of loyal clients who will be with him throughout their peak earning years and beyond. The strategy has its challenges for a start-up business with limited cashflow but would function as a worthwhile add-on for more mature businesses looking to invest in the future.
Eugene Ardino is the CEO of Lifespan Financial Planning. Lifespan authorised representative, Arkadiusz Bryl, operates his own advice practice, Real Knowledge, Diverse Solutions under the licence of Lifespan Financial Planning.
Five Tips For Managing Your Financial Advice Practice Through Changing Times
2019 AFA Excellence in Education Award Winner, Ben Nash, offers some great perspectives on how advisers might consider successfully managing their practices and their ongoing client relationships during what Ben refers to as changing times.
Many Riskinfo readers may already be embracing one or more of Ben’s suggestions, which reinforce a number of the basics around sound business and personal relationship management skills, especially during times of change…
As people are increasingly embracing technology, there is no question the financial advice industry will change as we all become accustomed to the new digital normal. To thrive and remain competitive we must continue to innovate and invest in our digital capabilities. I am proud to see how the industry has adapted to meet changing client expectations over the past few months.
The recognition I received from TAL and the AFA through their Excellence in Education Award has encouraged me to continue driving improvements in our industry. Working closely with TAL as part of the AFA Excellence in Education Award has shown me the value they place in supporting advisers through their education journey, and this has equipped me with the tools and resources I need to thrive, particularly in the current environment.
Here are five tips that I would offer to advisers to successfully manage their businesses during changing times.
We have access to a range of digital services; from laptops to smart phones, to secure cloud storage and ways to gain remote access. Technology creates opportunities to provide timely and relevant advice to more Australians – and this can only be a good thing.
Financial advice practices need to continue to embrace technology to meet clients’ shifting digital demands post COVID-19, and make advice more accessible to more Australians for the long-term benefit of clients.
Now is the time to reassess your business operations and strategically focus on creating efficiencies by using more technologically savvy ways to deliver quality advice and strengthen client relationships.
Remain available and communicate with your staff
In my experience, communication with your staff is the key to success in remote work environments. We have the digital capacity to do regular check-ins to make sure everyone is working as a collective team. This helps keep people engaged and productive in their work.
Business leaders need to stay in close contact with their team, so they understand that you are available and ‘present’, especially when you’re not physically connected.
Keeping in touch with clients is key
We need to be there for our clients. Be approachable and authentic. Working structures may have been impacted, but technology makes it easy to strengthen our relationships with clients.
Although we’d prefer to stand across the table from someone and speak with them in real life, it is no excuse to lose interaction altogether. Use the available tools and technology and do not hesitate to try something new. I would encourage fellow advisers to experiment with various styles of communications to connect with clients in the most relatable way.
For example, organising a virtual catch up or picking up the phone is a productive and meaningful use of time. People will remember a meaningful interaction beyond the backdrop of this time.
Create an adaptive work model
The COVID-19 pandemic has demonstrated that advisers play a crucial role in helping people take control of their finances.
During such a crisis, when information is inconsistent and people feel high levels of uncertainty, an adaptive working model is invaluable. The younger generations in particular have high expectations of technology, so adapting your client interactions and operating through digital mediums will be quite important as the industry transitions to embrace the new digital normal.
I would encourage all advisers to adapt ways of working according to how their individual clients are responding to the current climate, so they feel safe, secure and well supported to thrive.
Remember why we do what we do
For me, the most valuable aspect of financial advice is giving people greater confidence in their future.
It is no secret that the financial advice sector is experiencing a period of change and, with recent events, we have a unique opportunity to assure people of their plans and give them confidence in their choices.
As financial advisers, we are in the position to help people feel excited about their financial future – and that in itself is invaluable.
Ben Nash is Founder and Financial Adviser, Pivot Wealth
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The intergenerational transfer of wealth from Australian Baby Boomers to their children over the next 10 to 20 years has been estimated at up to:CorrectIncorrect
When an existing client’s wealth is transferred through a life event:CorrectIncorrect
The propensity for Millennials to educate themselves also:CorrectIncorrect
Why is social media an ideal channel through which to engage Millennials?CorrectIncorrect
According to Ben Nash, the key to success in remote work environments is:CorrectIncorrect