Client acquisition for financial advisors
EARN TOMORROW’S CLIENTS

Client acquisition strategies

The clients you serve tomorrow will be different from those you serve today. BlackRock can help you earn tomorrow’s clients and grow your business for the future.

Acquire clients

01

Retiring investors

50% of advisors’ clients are 60 or older – in or approaching retirement.1 They are looking for a partner to help them navigate this new world of retirement income, longevity risks and changing purpose.

02

Emerging investors

Millennial wealth reached $13.5T in 2023,2 yet investors under age 40 represent only 10% of advisors’ clients.1 These emerging investors want to engage with advisors who understand their different values, fears and needs.

03

Diverse investors

Beyond age and generation, changing demographics will layer cultural complexity onto financial needs. Diverse investors tend to seek advisors who ask questions, listen actively and solve problems together.

Retiring investors: Engage beyond the portfolio

As your clients transition from savers to retirees, they will look to you for advice as their needs change. Build a network of trusted professionals, including attorneys and long-term care consultants, to help your clients maximize their wealth and well-being throughout retirement.
Download retiring investors guide Download retiring investors guide
Connect with retiring investors

Emerging investors: Offer advice + digital solutions

Emerging investors – largely Millennials and Gen Zers – present a significant opportunity for business growth. To better engage with this next generation of clients, you will need to understand their preferences and values such as digital solutions and ESG investments.
Download emerging investors guide Download emerging investors guide
Connect with emerging investors

Enhance your ability to attract emerging/NextGen and women investors

BlackRock has partnered with Willow to help you become an Advisor for WomenTM or Advisor for NextGenTM and be introduced to new potential clients.

Learn more Learn more

Diverse investors: Build authentic relationships

35%
of global wealth will be held by women by 2025

More wealth will be held by women. In 2016, women held 31% of global wealth. This rose to 33% in 2020 and is expected to reach 35% by 2025.

22.3%
of Generation Z identifies as LGBTQ+

More of tomorrow’s clients will identify as LGBTQ+. Only 2.3% of Baby Boomers identify as part of the LGBTQ+ community. Compare this to 4.5% for Gen Xers, 9.8% of Millennials and 22.3% of Gen Zers.

48%
of Generation Z are not white

Tomorrow’s clients will be more racially diverse. While only 18% of Baby Boomers are not white, the equivalent statistic for Gen Xers is 30%, for Millennials is 39% and for Gen Zers is 48%.

UBS, “Women and investing: Reimagining wealth advice,” 2022; Gallup, “LGBTQ+ Identification in U.S. Now at 7.6%,” 2024; Pew Research, “On the Cusp of Adulthood and Facing an Uncertain Future: What We Know About Gen Z So Far,” 2020.

Women investors LGBTQ+ investors Black investors Hispanic & Latino investors
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Women investors

Women hold or influence about half of the wealth in the U.S.3 Many are solely responsible for their finances or the breadwinner for their family. Yet many feel patronized by advisors. Connecting with women investors – including new clients and spouses of existing clients – can help build trust and retain assets through generations.
Download women investors guide Download women investors guide
Connect with women investors

Advisors’ top 3 questions about women investors

Knowing how to engage women investors is critical for the future of your practice, particularly as baby boomer wealth transfers to women over the next decade.

Read article Read article

LGBTQ+ investors

The LGBTQ+ community holds about $9.5 trillion of wealth in the U.S. but remains underserved by the financial services industry.4 Recognizing their needs and some of the unique challenges they face – including discrimination, higher healthcare costs and less family support – is critical to earning their trust.
Download LGBTQ+ investors guide Download LGBTQ+ investors guide
Earn LGBTQ+ investors

Black investors

Black investors hold roughly $5.1 trillion of wealth in the U.S.2 Many are under-invested and have more college debt compared to their white counterparts. Understanding their challenges and embracing their experiences is an important first step to building relationships with them.
Download Black investors guide Download Black investors guide
Connect with Black investors

Hispanic & Latino investors

Wealth in the Hispanic & Latino community has increased at a rate of 8.9% per year over the last 10 years.5 Appreciating how culture impacts the way Hispanic & Latino clients invest their money will be key to earning their trust.
Download Hispanic & Latino investors guide Download Hispanic & Latino investors guide
Connect with Latinx investors

Prepare your practice for tomorrow's clients

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Demonstrate value as a financial coach
Employ active listening and deeper conversations to build loyalty.
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Build an effective team
Ensure your team is aligned with your current or goal client base.
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Embrace technology
Leverage innovation to be more efficient and provide deeper, more personalized service.
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Fortify your partner network
Expand beyond attorneys and CPAs based on the clients you are targeting.