The need to satisfy younger investors is becoming increasingly clear, especially with Spectrem Group’s newest research report, Advisor Relationships and Changing Advice Requirements.
“While relationships between investors and their financial advisors have healed since the 2008-2009 timeframe, with satisfaction levels increasing for the past few years and now leveling off, there are still issues for financial advisory firms to worry about,” the report’s media executive summary says.
The report, which discusses the depth of the investor-advisor relationship for three wealth segments (mass affluent, millionaires and ultra-high net worth), found that younger investors in all three wealth segments expressed less satisfaction with their advisor than older investors, many of whom have long-term relationships with their advisor.
“For the majority of situations in which a financial advisor is used, younger investors have a very different viewpoint compared to their older counterparts,” the summary says.
Take the mass affluent segment, for example. The report defines “mass affluent” as those with a net worth between $100,000 and $1 million.
Overall among the mass affluent investors surveyed, 69% reported satisfaction with advisors, which, according to the report, has essentially remained flat over the past several years. That percentage drops to 56% for the mass affluent between the ages of 36 and 44.
“The implication is that some amount of advisor switching can be expected as mass affluent investors determine what it is they really want from an advisor and seek out an individual who can deliver that,” the summary says.
In order to change this, the report suggests that advisors need to establish loyalty with their mass affluent investors under age 54.
“Many of these investors are not as satisfied with their advisors as older investors,” states the summary. “They are also more likely to use online brokers and bankers than older investors. This may provide opportunities for other advisor types to reach out to these younger investors.”
While those surveyed in the millionaire category are slightly more likely to be satisfied, at 74%, the report cites a “dramatic drop-off” in satisfaction among millionaires age 36 to 44, with less than half of this group saying they were satisfied with their advisor.