How can we help get younger generations engaged with financial advice?

'Don't lecture or school younger clients. Advisers should be able to listen and guide'

clock • 3 min read

When it comes to getting younger people to engage with financial advice many of the suggestions focus on technology and tools, but this is just one small part of the picture, says Chartered financial planner Richard Watkins

Under 40s are generally much more tech-savvy than their older counterparts, and being able to offer them the tools to engage with their finances digitally is an important element of getting them interested in financial planning. However, at Continuum we have understood that it is just one small piece of a more complex picture. There are many barriers that prevent people from taking advice but three of them occur regularly. There is loss aversion (the fear of losing money), a tendency to desire immediate gratification (over longer-term gains), and the fact that many younger people are swa...

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

Firm owners 'facing pressure' to make technology decisions

Firm owners 'facing pressure' to make technology decisions

‘AI is framed as something that will change everything’

Sahar Nazir
clock 30 January 2026 • 3 min read
Advisers urged to consider clients' 'trust state' and establish credibility early

Advisers urged to consider clients' 'trust state' and establish credibility early

‘Trust is built in moments of uncertainty, not certainty’

Isabel Baxter
clock 30 January 2026 • 3 min read
Cash ISA allowance cut risks hardening saver/investor divide, advisers warn

Cash ISA allowance cut risks hardening saver/investor divide, advisers warn

Govt policy shift reignites debate around role of cash ISAs

Sahar Nazir
clock 28 January 2026 • 5 min read