Making up around 19% of the UK population – or over 12 million people (as of 2020) – Gen Z is a huge potential client base for financial advisers.1 Broadly defined as those born between 1997 and 2012, the oldest of the cohort are now 25. It’s an age where they may well be thinking about planning for the future, whether that’s buying a home or saving into a pension. 

But developing services targeted at this tech-savvy generation may not be as straightforward as you think. For one, many are getting their mortgage financial advice from social media rather than more traditional means.2 Their approach to money is different too. They’re entrepreneurial minded3 and for those aged 18 and above, our research showed that 89% of 18 to 34 year olds are interested in investing sustainably because of the broader positive impact on the environment and society.4

So if you’re looking to expand your reach to a Gen Z audience, here are a few things you might want to consider.


While the oldest Gen Z are now 25, the youngest are just 10. It means even those of a working age will likely have limited income and wealth. Where fees are set as a percentage of the asset under management, the sum might be small. An alternative might be a set fee – but this would need to remain affordable enough for Gen Zs, who are among the most impacted by the economic effects of the pandemic.5


Often described as digital natives, Gen Zs have never known a time without the internet. They’re highly engaged with it, with social media becoming a key source of financial knowledge. 2

In fact, on platforms like TikTok, the hashtag #Fintok has gained 1.9 billion views while #Stocktok has had over 2.7billion views, as at September 2022. So to reach a younger audience, some kind of social media presence is essential.

Being free and easily accessible has broadened the appeal of financial advice on social media, but it seems some of the most successful financial influencers (‘finfluencers’) have gained a large following because their jargon-free videos are informal and easy to understand. 2


Gen Zs care about the environment and sustainability and they want their money to make a difference. One of our recent surveys, showed that 50% of those aged between 18 and 34 think investing sustainably has become more important to them over the last three years. It also showed that 38% of 18 to 34 year olds think at least half of their pensions and savings should be invested sustainably. Both sets of results are higher than any other age group – indicating that this demographic has a real interest in sustainability.4

Demonstrating that your business is sustainable and socially conscious may help catch Gen Zs attention. For example, by sharing volunteering or sponsorship projects, followed by promotion of your support with ESG investing.

Riskier assets

According to research from Gemini, 18 to 34 year olds make up 61% of crypto investors, followed by 41.7% showing an interest in cryptocurrency. For those who fall into the Gen Z bracket (aged 18 to 24 years old), 27.5% are already crypto investors and 15% are interested.6 Even if you don’t offer crypto investing advice, understanding what’s involved, including the types of products and the risks, can help you guide Gen Z to best meet their needs and interests.

Building long lasting relationships

Gen Z are going to be your youngest clients. Even though it will be a mix of those who are thinking about their finances carefully and those who are just starting out – attracting and retaining them from an early age could help build long lasting relationships, as you help them navigate their way through life.

  1. Population of the United Kingdom from 1990 to 2020, by generation. Data source: Statista, February 2020.
  2. How going viral on TikTok is boosting mortgage engagement. Data source: FT Advisor, May 2022.
  3. Meet the Gen Z and millennial founders of startups. Data source: Business Insider, July 2022.
  4. Sustainable investing research with Aegon’s customer panel. Data source, Sustainable investing research conducted by Aegon’s Centre for Behavioural Research May 2022, 1200 respondents.
  5. Next generation or lost generation? Children, young people and the pandemic. Data source: European Parliament, December 2020.
  6. Gemini State of UK Crypto Report 2021, page 4. Data source: Gemini, 2021.


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