New rules of wealth communication

How the Great Wealth Transfer will reshape what firms say – and how they say it. 

Over the next two decades, an estimated $84 trillion will pass from Baby Boomers to the next generation – the largest wealth transfer in history: The Great Wealth Transfer (GWT). 

As we explored in a previous article – ‘Preparing for The Great Wealth Transfer’ – this isn’t just a handover of assets. It’s a shift in priorities, philosophies and expectations, with implications that ripple far beyond the direct recipients. 

Changes in investment preferences 

Generational shifts in investment behavior are already evident. Those inheriting significant wealth appear less committed to traditional stocks-and-bonds portfolios than their predecessors. Instead, there is growing interest in: 

• private equity and alternative assets; 

• technology-driven investing, through digital platforms and AI-powered analytics; 

• sustainability and ESG, playing a greater role in decision-making; and 

• direct and impact investments that align with personal values. 

Challenges for established financial players 

For financial institutions, the key question is whether this wealth transfer primarily represents an opportunity or a threat? Do they already manage a large portion of this wealth – think private banks and asset managers – or are they potential destinations for it once it changes hands, such as private equity? 

Each segment of the financial services industry faces distinct, but equally pressing, communications challenges: 

• Private banks, who currently manage the wealth of high-net-worth individuals, need to understand how to position themselves to retain that wealth as it transfers to a new client base; 

• Asset managers must remain relevant and visible, emphasizing accessibility, alternative asset expertise and meaningful points of differentiation; and 

• Private equity firms have a great deal to gain – but must learn how to shift from institutional relationships to communicating their value to individual investors and their advisers. 

Wider societal questions 

The effects of this shift go well beyond financial services, too. Institutions like universities, luxury brands and media organizations are beginning to respond – subtly or explicitly – to the changing expectations of this new generation of wealth holders. From the rise of impact-driven philanthropy to evolving definitions of status and success, wealth today is signaling different values. 

And the broader societal implications are just beginning to emerge. The decisions made now – about how wealth is allocated, who it’s managed by, and what it funds – will shape not only markets, but the social and environmental agenda for decades to come. All of this is unfolding against a backdrop of polarization, intergenerational tension, and renewed debate about the role of wealth in society. 

What it means to Bladonmore 

So what does this transformation mean for the way firms communicate? 

Throughout our 20+ years, we’ve helped financial institutions be understood by their key audiences. Even at this early stage of the GWT, we’ve already supported clients in launching a dedicated wealth brand and delivering a digital communications campaign targeting financial advisers. Our work also includes one-to-one communications training, brand-building and educational films, marketing websites, and thought leadership content. 

We believe that while many firms are aware of what’s taking place, most have yet to agree concretely how they will embrace this enormous opportunity – or overcome its fundamental challenges. 

The firms that can tell the right stories, build the right relationships, and present a compelling vision for the future will be the ones who lead in this new era of wealth. Those that fail to evolve risk being bypassed. 

New content series 

This article kicks off a Bladonmore content series on how the GWT is reshaping the communications landscape. Over the coming months, we’ll be exploring: 

• multiple dimensions of transfer taking place alongside the intergenerational movement of wealth; 

• the role of brand, narrative and digital experience in wealth engagement; 

• how the biggest names in alternative assets are investing in digital advertising; 

• how ESG and sustainability may become more important for financial institutions targeting new wealth audiences; and 

• a market overview of tactics and approaches being used by leading private equity firms. 

If you’re looking for help in positioning your offer for new wealth audiences, get in touch.