Millennials and Gen Z Driving Financial Resilience: A Strategic Opportunity for UK Financial Planning Firms

Key Findings: Young Adults Leading the Savings Revolution

Recent research from Scottish Friendly has revealed compelling insights that challenge outdated stereotypes about younger generations’ financial behaviour. The study, surveying 2,511 UK adults between March and April 2025, demonstrates that Millennials and Gen Z are taking unprecedented ownership of their financial futures.

Striking Statistical Differences by Generation

The data reveals significant generational gaps in financial engagement:

Between January and March 2025, 76% of Gen Z and 71% of Millennials opened or began using new savings or investment products, compared to just 50% of Gen X and 37% of Baby Boomers. This represents more than double the uptake rate amongst younger cohorts.

Current savings behaviour shows similar patterns, with 44% of Gen Z and 43% of Millennials saving more than 12 months ago, whilst only 27% of Gen X and 22% of Baby Boomers report increased savings.

Investment activity tells an even more striking story. Some 29% of Gen Z and 35% of Millennials are investing more than a year ago, compared to merely 15% of Gen X and 5% of Baby Boomers. This makes Millennials seven times more likely than Baby Boomers to have increased investment contributions.

Understanding the Motivations

Scottish Financial News reports that Millennials particularly stand out as most likely to have become more aware of saving importance over the past year (30% versus 22% of Gen Z, 28% of Gen X, and 26% of Baby Boomers).

Scottish Friendly’s savings specialist Kevin Brown noted: “Far from the outdated myth that many young people are less prudent with their money, what we’re seeing is a generation stepping up and taking real ownership of their financial future.”

Strategic Implications for Financial Planning Practices

This behavioural shift presents significant opportunities for firms willing to adapt their approach and brand positioning.

Growing Client Base with Clear Value Alignment

Younger generations demonstrate increasing financial maturity and forward-planning capabilities. They’re actively seeking professional guidance and show strong engagement with purpose-driven financial planning. This presents opportunities for firms to develop client experience strategies that resonate with these values-conscious demographics.

Digital-First Expectations

Gen Z and Millennials expect seamless digital experiences combined with personalised service. Firms investing in web design and optimisation alongside interactive calculators and tools will be better positioned to attract and retain younger clients.

ESG and Values-Based Investing Demand

These generations increasingly align their finances with personal values, particularly around sustainability and social impact. Financial planners can differentiate themselves by developing expertise in ESG investing and communicating these capabilities through content creation strategies.

Marketing Opportunities: From Insight to Action

Thought Leadership Development

Create compelling content that addresses specific concerns of younger demographics. The data suggests content themes around building financial resilience during cost-of-living pressures, ethical investing strategies, and long-term wealth building would resonate strongly. This aligns perfectly with developing thought leadership and PR strategies.

Professional Partnership Networks

Collaborate with solicitors and accountants to provide value-added services around intergenerational wealth transfer and property purchase support. These partnerships can be developed through event marketing and webinars targeting professional referrers.

Scottish Friendly’s research highlights potential Junior ISA policy reforms, suggesting firms could position themselves as specialists in intergenerational wealth planning.

Targeted Digital Marketing

Develop lead generation campaigns specifically targeting younger demographics through platforms they frequent. Focus messaging on financial resilience, values alignment, and purpose-driven investing rather than traditional wealth accumulation themes.

Building Client Experience for Next-Generation Expectations

Technology Integration

Younger clients expect CRM integration and automation that provides transparency and real-time portfolio insights. Consider implementing goal-tracking applications, clear client portals, and mobile-optimised interfaces.

Communication Approaches

Develop client communication training programmes that help advisers connect with younger clients using appropriate language and channels. This includes understanding social media communication styles and values-based conversations.

Educational Programme Development

Create client education programmes that help younger clients understand complex financial concepts whilst maintaining engagement through digital-first delivery methods.

Recommended Content Marketing Strategies

Social Media Engagement

Develop social media content strategies that showcase your firm’s expertise with younger demographics. Focus on educational content that demonstrates understanding of their financial challenges and aspirations.

Video Content Creation

Younger demographics engage strongly with video content. Consider video marketing strategies that explain complex financial concepts in accessible formats, or personalised client videos for onboarding and regular updates.

Email Marketing Sequences

Develop targeted email marketing campaigns that nurture younger prospects through educational content series, addressing topics like first-time investing, property purchase planning, and building emergency funds.

Measuring Success and Optimisation

Analytics and Reporting

Implement robust analytics and reporting systems to track engagement with younger demographics. Monitor which content types, communication channels, and service offerings resonate most strongly.

Client Feedback Integration

Use client feedback and survey implementation to continuously refine your approach to serving younger clients and ensure your services evolve with their changing expectations.

Conclusion: Positioning for Long-Term Growth

The research demonstrates a fundamental shift in younger generations’ approach to financial planning. They’re not just participating in financial markets—they’re leading engagement and showing remarkable financial maturity despite economic uncertainties.

For UK financial planning firms, this presents both opportunity and necessity for adaptation. Those who develop sophisticated understanding of these demographics’ values, communication preferences, and service expectations will be best positioned for sustainable growth.

The key lies not just in recognising this trend, but in systematically adapting client journey mapping, service delivery, and communication strategies to meet these evolving expectations whilst maintaining the professional standards and regulatory compliance that define quality financial advice.

This generational shift represents more than a marketing opportunity—it’s a fundamental realignment of the financial services landscape that forward-thinking firms can leverage for competitive advantage and long-term success.