What advisers need to reach the next-generation investor

Connie Mckeage,  Managing Director

We’ve now wrapped up our first broadcast window for Secrets of the Money Masters, and I couldn’t be more thrilled about the response.

You can read more about the specific successes in Vanessa’s story here, but what I think all of it tells me is something I’ve had conviction in throughout my career: people need help with their finances. People are looking for professionals to help them achieve their goals, and in some cases don’t know where to start.

That’s why it’s so important that Secrets of the Money Masters so prominently features financial advisers doing what they do best: meeting people, getting to know them and genuinely helping them plan their way to a better future. And in each case (or episode), the effect was the same: our sporting stars felt happier, freer and more in charge of their lives than before.

As we’ve recently discussed, this message is particularly important for the younger investing cohort, since so many of them don’t feel they’ll be able to reach their financial goals – perhaps ever. How can we change this? How can we reach out to millennials – and the generation after them – and connect them with financial advice?

Reflecting on some of the results for Secrets of the Money Masters, I’m beginning to see a clearer path. On YouTube, the group with the highest overall engagement (nearly seven minutes on average) were the 18-24 age bracket. Moreover, our digital focus led to our online audience growing by 500%.

What does this tell us? In my opinion, it means digital engagement is going to be absolutely paramount in reaching the next-generation investor. We can see the significant appetite for financial education – and for the younger generations, we now know how to reach them.

Consider some Investment Trends research from last year, which found that 24% of online investors were using social media platforms for investing and/or finance-related purposes – that figure has likely risen since then.

The face of financial advice the public needs to see – the transformational impact it can have on someone – must be available on all online platforms where the next generation is going to see it.

The advice industry may be under significant pressure at the moment, but the hunger everyday Australians have for quality financial advice is clear. Your role in the community is incredibly important, and I’m glad to have been a part of getting this message out to the public.


The opinions expressed in this content are those of the author shown, and do not necessarily represent those of No More Practice Education Pty Ltd or its related entities. All content is intended for a professional financial adviser audience only and does not constitute financial advice. To view our full terms and conditions, click here.

 

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