5 ways to connect with millennials
Some tips from a satisfied client that could help advisers fine-tune their pitch to the next generation
Mario Cacciola, a 40-year-old associate attorney for a large international law firm, gets cold-called multiple times a week by financial advisers looking to begin a relationship with him now before he climbs the ladder and makes partner. Although many have rubbed him the wrong way, he eventually met one adviser he felt comfortable with. After working together several years, Mr. Cacciola said he appreciates these five things that could help other advisers who are looking to connect with the next generation.
Offer a personalized plan, do not sell me an investment
After meeting with many advisers who aggressively pushed investment products, Mr. Cacciola picked one who offered a free assessment of his financial life and presented a realistic plan to achieve his goals.
Know how to work with debt
Part of the plan for Mr. Cacciola accounted for both his student loans and some credit card debt he was working to pay off.
Don’t expect big business right away
For now, Mr. Cacciola’s adviser only handles his individual retirement account and a life insurance policy, but he hopes that as his income increases and he eventually becomes a partner, the adviser will handle his more complex finances. “He wasn’t trying to sell me, he was legit trying to figure out a way to serve me while I’m small now,” Mr. Cacciola said. “He knows he’s got a good customer going forward.”
Don’t be judgmental
Mr. Cacciola’s adviser provides an annual presentation of how he is progressing toward his goals, but he doesn’t give Mr. Cacciola too much flak when he falls short.
Be available
Mr. Cacciola’s adviser sends an automated monthly email updating him on his investments, and also makes himself available for a call whenever Mr. Cacciola has a question or a financial decision looming.
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