Tim Sargisson: Forget millennials, we can't even engage our target audience

'Lack of effective marketing'

clock • 4 min read

While the conversation around engaging millennials becomes ever louder, Tim Sargisson believes advisers should do better at marketing to their primary audience before trying their hand at a younger demographic

As advisers we are frequently reminded about how we fail to engage with millennials. Seemingly blind to the fact that this group stand to inherit £5.5trn from baby-boomers over the next 30 years, according to Centre for Economics and Business Research. No doubt legions of IFAs take comfort from the fact that this is not an issue because there are plenty of well-heeled clients with gilded portfolios who are happy to pay a fee to an adviser commensurate with the costs of advice. Then along comes Sanlam UK with its own research that shows that older generations are the least likely to sp...

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