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Younger generations’ investment appetite offers strategic opportunities for UK financial advisers
How Younger Generations’ Investment Appetite Creates Strategic Opportunities for Financial Advisers
Recent research reveals that younger generations are demonstrating a significantly stronger appetite for investing than older demographics, creating both immediate opportunities and long-term strategic advantages for UK financial advisers. However, capitalising on this trend requires understanding the unique characteristics, challenges, and preferences of Gen Z and millennial investors.
The Investment Appetite Gap Between Generations
Research from Stratiphy has revealed a stark generational divide in investment behaviour. Almost half (47%) of 18-34-year-olds in the UK have invested in the past 12 months, compared to just 23% of those over 55. This represents more than double the investment participation rate, indicating a fundamental shift in how younger generations approach wealth building.
How Financial Advisers Can Use the State Pension Awareness Gap to Attract New Clients and Strengthen Their Brand
State Pension Top-Ups: A Strategic Marketing Opportunity for UK Financial Advisers
Published: 6 August 2025
Executive Summary
Recent research reveals that one in four people over state pension age remain unaware that they could boost their State Pension by filling gaps in their National Insurance (NI) record. With only the last six tax years available for backdating voluntary contributions, this presents a timely opportunity for advisers to demonstrate value and strengthen client relationships.