How Younger Advisers Are Driving Organic Growth: Practical Marketing Strategies for Financial Planning Firms

New research reveals younger financial advisers aren’t just the future of the profession—they’re driving measurable client acquisition and revenue growth today. Here’s how firms can turn this insight into actionable marketing campaigns that attract clients and differentiate their brand.

The Business Case: What the Data Actually Shows

Recent research from NextWealth and Aegon provides concrete evidence that younger advisers generate significantly more revenue from new clients. According to the Organic Growth for Financial Advice Firms report, advisers aged under 45 generated 22% of their personal revenue from new clients in the past year—compared to just 17% for advisers aged 45-54, 14% for those aged 55-64, and 16% for advisers over 65.

How Aegon’s ‘Second 50’ Research Reveals Key Marketing Opportunities for Financial Advisers

Recent research from Aegon’s Second 50 initiative provides compelling insights into retirement confidence trends across the UK, revealing significant marketing opportunities for financial advisers. The data shows confidence in comfortable retirement rising from 22% in 2023 to 33% in 2025, yet significant demographic gaps persist that present clear targeting opportunities.

The Confidence Gap: Understanding Your Target Market

Key Demographics Showing Low Retirement Confidence

The research reveals striking disparities in retirement confidence that directly translate into marketing opportunities:

From Cash to Confidence: How Financial Planners Can Help Nervous Investors

Millions of British adults are choosing to keep their wealth in cash rather than invest, despite acknowledging that inflation erodes its value over time. Research from Scottish Friendly reveals that 42% of adults keep all their wealth in cash, and a further 15% hold most of it in cash. While three-quarters understand that this behaviour may make them poorer in the long run, fear of losses, distrust of markets, and a preference for liquidity dominate decision-making. For financial planners, this presents both a challenge and a unique opportunity to build trust, educate clients, and demonstrate the long-term value of advice.