connect with heirs
Engaging the Next Generation
A critical time to engage the next generation of clients — and retain family wealth
Become a Gen-Savvy Financial Professional
Baby Boomer Guide
Born 1946–1964
Ages 62–80 in 2026
Generation X Guide
Born 1965–1979
Ages 47–61 in 2026
Millennial Guide
Born 1980–1996
Ages 30–46 in 2026
Generation Z Guide
Born 1997–2012
Ages 14–29 in 2026
Gen X, Millennials, Gen Z
After decades of building trusted relationships with Baby Boomer clients, many financial professionals face a new reality: the next generation expects something different.
Gen Xers and Millennials — and soon Gen Z — are entering their peak earning years and bringing new expectations for what advice looks like, how it’s delivered, and the kind of relationship they want with a financial professional.
Starting relationships early in their wealth-building years positions you as the trusted partner they can turn to when the time comes to protect the wealth you’ve helped them build.
Why Next Gen Deserves Your Focus
What Younger Clients Want
- Paying down debt
- Caring for aging parents
- Saving for retirement
- Building generational wealth
The Evolving Role of the Financial Professional
As client expectations shift, so must the financial professional’s role. Today’s financial professionals are no longer just portfolio managers or retirement planners — they’re coaches, educators, and partners in holistic planning.
This requires a paradigm shift: from focusing primarily on technical and transactional side of financial advice to prioritizing connection, communication, and understanding what truly drives each client.
And it’s keeping in mind that the strategies that worked with Baby Boomers won’t necessarily resonate with Gen X, Millennials, or Gen Z.
- To win over the next generations, focusing on the human side of advice and meeting younger clients where they are builds trust that endures across generations — and helps future-proof your practice.
How Guaranty Income Life can help
At Guaranty Income Life, we believe the next generation deserves financial guidance that’s relevant, personal, and grounded in generational insights.
Through the Generation Next initiative, we’re helping financial professionals build awareness, skills, and confidence to meet clients where they are today and guide them toward a stronger financial future.
Our resources are designed to help financial professionals:
- Deepen their understanding of generational motivations, behaviors, and financial priorities
- Take a more human-centered approach that blends technology with empathy and insight
- Facilitate more relevant client and family conversations
- Connect with younger clients earlier in their wealth-building years
- Reinforce how annuities can support long-term financial stability, protection, and income when the time is right
Featured Content
Explore resources designed to help financial professionals start timely conversations, engage younger clients, and support families through important financial life stages.
Money Talks: The Graduation Conversation Guide for Consumer
A client-friendly resource financial professionals can share with Gen X clients who have young adult children. This guide helps families start important conversations about financial responsibility, independence, and long-term planning during a major life transition like graduation.
Avoiding Pitfalls When You Inherit a Windfall Consumer Presentation
A consumer-friendly presentation financial professionals can use to help clients and their families think through the emotional and financial decisions that often come with receiving an inheritance or other sudden wealth, including common missteps to avoid along the way.
Don’t Let Debt Derail Their Wealth-Building Years Consumer Video
A client-friendly video designed to help financial professionals connect with high-earning Millennial clients by addressing debt, cash flow, and the trade-offs that can get in the way of long-term wealth building.
Become a Gen-Savvy Financial Professional
Ready to better understand what motivates each generation? Download the Gen-Savvy Quick Reference Guide for practical insights you can apply in your practice.
For deeper strategies to engage and win the business of all four generations seeking financial guidance, explore the Generational Field Guides.
Baby Boomer Guide
Born 1946–1964
Ages 62–80 in 2026
Generation X Guide
Born 1965–1979
Ages 47–61 in 2026
Millennial Guide
Born 1980–1996
Ages 30–46 in 2026
Generation Z Guide
Born 1997–2012
Ages 14–29 in 2026
Take the Next Step
Contact your IMO or Guaranty Income Life sales desk at
800-535-8110
Win with Next Gen
Sharpen Your Competitive Edge
read time: 10 min
Stories from the field
Find Success Serving Millennials
read time: 4 min
Real-world stories of financial professionals thriving with Millennial clients—reshaping the future of financial advice.
reaching younger clients
Get seen, Heard, & Hired by Next Gen
read time: 16 min