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...

To continue reading this article...

Join Professional Adviser for free

  • Unlimited access to real-time news, industry insights and market intelligence
  • Stay ahead of the curve with spotlights on emerging trends and technologies
  • Receive breaking news stories straight to your inbox in the daily newsletters
  • Make smart business decisions with the latest developments in regulation, investing retirement and protection
  • Members-only access to the editor’s weekly Friday commentary
  • Be the first to hear about our events and awards programmes

Join

 

Already a Professional Adviser member?

Login

More on Your profession

Tackling the biggest challenge facing financial services in the UK

Tackling the biggest challenge facing financial services in the UK

'Trust in financial services is slipping'

Professional Adviser
clock 04 March 2026 • 4 min read
'No news is good news': Spring Statement stability welcomed

'No news is good news': Spring Statement stability welcomed

‘This was a low-key event, especially for pensions’

Jenna Brown
clock 03 March 2026 • 4 min read
FCA opens targeted support authorisation gateway

FCA opens targeted support authorisation gateway

Firms can now apply for permission to provide targeted support

Isabel Baxter
clock 02 March 2026 • 2 min read