There are certain service-based industries where engaging the second generation of clients is imperative to business growth. It is easier to maintain and retain key clients, their business, and eventually their kids’ business, without having to market to and acquire completely new client relationships. Wealth management and financial planning are a perfect example of this. Since most wealth management clients’ will likely leave a legacy to their heirs, your goal will be to build a client relationship with the heirs before they become inheritors so that they continue to use your services when they do. This could also be the case in situations where a family business is being passed down to another family member.
The key to attracting the second generation of clients is to focus on educating them and seek opportunities to include them in conversations with your clients. Beyond these interactions, your team can reach out to these 2nd gen clients to teach them about (1) matters that are important to them and (2) your business can help them with. A few techniques that engage the second generation are short educational webinars with interactive chat for Q&A, an event where they get involved in helping a local charity with your team (Habitat for Humanity, Soup Kitchen, Food Pantry, etc), or a demo to an app that is interesting and useful to their every day life. The best source of ideas will come from the second generations’ parents as they will promote your efforts to their children.