{"id":14071,"date":"2026-03-17T15:00:56","date_gmt":"2026-03-17T15:00:56","guid":{"rendered":"https:\/\/communify.com\/blog\/education-engagement-personalization-in-the-era-of-the-great-wealth-transfer\/"},"modified":"2026-04-07T23:43:28","modified_gmt":"2026-04-07T23:43:28","slug":"education-engagement-personalization-in-the-era-of-the-great-wealth-transfer","status":"publish","type":"post","link":"https:\/\/communify.com\/en-gb\/blog\/education-engagement-personalization-in-the-era-of-the-great-wealth-transfer\/","title":{"rendered":"Education &amp; Engagement: Personalization in the Era of the Great Wealth Transfer"},"content":{"rendered":"\n<iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/y7NNcCqN-Qk?si=SixIxWuhAsar7Q3C\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n\n\n\n<div style=\"height:14px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Intergenerational&nbsp;and spousal&nbsp;wealth transfers are on the rise.&nbsp;<\/p>\n\n\n\n<p>This phenomenon, often referred to as the\u00a0<a style=\"color: #2B8CEA; text-decoration: underline;\" href=\"https:\/\/www.ubs.com\/microsites\/nobel-perspectives\/en\/latest-economic-questions\/economics-society\/articles\/how-to-prepare-for-wealth-transfer.html\" target=\"_blank\" rel=\"noreferrer noopener\">Great Wealth Transfer<\/a>, is a massive and unprecedented movement of capital. Estimates suggest that primarily Millennials and Gen Z will inherit anywhere from US\u00a0$80 trillion\u00a0to US\u00a0$124 trillion\u00a0over the next two decades.\u00a0Similarly,\u00a0<a style=\"color: #2B8CEA; text-decoration: underline;\" href=\"https:\/\/www.cnbc.com\/2026\/03\/14\/great-wealth-transfer-widowed-spouses.html\" target=\"_blank\" rel=\"noreferrer noopener\">$54 trillion<\/a>\u00a0in\u00a0spousal transfers\u00a0will\u00a0occur.\u00a0<\/p>\n\n\n\n<p>These\u00a0transfers\u00a0are\u00a0not a single event;\u00a0they are\u00a0a long-term shift that is already underway. The effects will be profound for the markets, the economy, and\u2014most critically\u2014for\u00a0those\u00a0managing these assets.\u00a0Investors and investment professionals\u00a0cannot afford to overlook these changes or the missed opportunities that come with\u00a0failing to adapt.\u00a0<\/p>\n\n\n\n<div style=\"height:14px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-black-color has-text-color has-link-color wp-elements-9357451615b82856c5b7d9e9dd2340d9\">Wealth Transfers Will Change the Advisory Landscape\u00a0<\/h3>\n\n\n\n<div style=\"height:14px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>As wealth moves from one generation to the next, advisors face a hard truth: longstanding relationships with older clients do not guarantee the loyalty of the next generation.&nbsp;In fact, over&nbsp;<a style=\"color: #2B8CEA; text-decoration: underline;\" href=\"https:\/\/emoneyadvisor.com\/blog\/next-generation-financial-planning-clients-want-a-new-approach\/\" target=\"_blank\" rel=\"noreferrer noopener\">80% of heirs<\/a>&nbsp;plan to fire their parents\u2019 advisors after receiving their inheritance.&nbsp;<\/p>\n\n\n\n<p>There are many&nbsp;reasons&nbsp;why they leave, but here are a few notable examples:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Digital-First Preferences:\u00a0<\/strong>Younger investors expect seamless, tech-enabled experiences.\u00a0If an advisor\u00a0fails to\u00a0have this offering, clients will go elsewhere.\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Misaligned Values\u00a0&amp; Understanding:\u00a0<\/strong>Younger generations\u00a0are in\u00a0a different set\u00a0of\u00a0circumstancs\u00a0from their\u00a0parents, coming\u00a0into\u00a0adulthood\u00a0after 9\/11,\u00a0the\u00a02008\u00a0financial crisis, the 2020 pandemic, and now the AI era.\u00a0Younger investors are\u00a0generally more\u00a0socially conscious and\u00a0want\u00a0investments that reflect their values. Advisors\u00a0who\u00a0failt\u00a0to understand and relate to younger clients\u2019 values and experiences will lose that business.\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Lack of Connection<\/strong>\u00a0Limited or non-existent personal relationships with the parents&#8217; advisor\u00a0will\u00a0likely end\u00a0the new client\u00a0reltationship\u00a0before it even starts.\u00a0<\/li>\n<\/ul>\n\n\n\n<p>For wealth managers serious about growth during this period of technological disruption, now is the time to rethink the&nbsp;client&nbsp;experience and how the industry interacts with those they advise.&nbsp;<\/p>\n\n\n\n<div style=\"height:14px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-black-color has-text-color has-link-color wp-elements-7d94ff716fa096971fc844a2997c6893\">A Financial Industry\u00a0in\u00a0Need of Change\u00a0<\/h3>\n\n\n\n<div style=\"height:14px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The financial services industry has historically been &#8220;terribly bad&#8221; at entertaining, educating, and informing clients. That is the assessment of Holly Mackay, Founder and MD of Boring Money, who recently joined&nbsp;FinextraTV&nbsp;at the&nbsp;Communify&nbsp;Intelligence Experience.&nbsp;<\/p>\n\n\n\n<p>Mackay highlighted that the transition of wealth is rarely a smooth process. It typically begins with spousal transfers,&nbsp;moving from husband to wife,&nbsp;where communication breakdowns and&nbsp;advice&nbsp;dissatisfaction often lead to interpersonal friction and lost AUM. To fix these issues, Mackay recommends several key pivots&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Prioritize the Spousal Transfer<\/strong>&nbsp;With women set to receive&nbsp;<a style=\"color: #2B8CEA; text-decoration: underline;\" href=\"https:\/\/www.cnbc.com\/2025\/03\/12\/most-of-the-124-trillion-great-wealth-transfer-will-go-to-women.html\" target=\"_blank\" rel=\"noreferrer noopener\">70% of&nbsp;an estimated&nbsp;$124&nbsp;trillion<\/a>&nbsp;wealth transfer, advisors must understand their unique needs. Retention begins by engaging the spouse long before the primary account holder passes.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Break Down the Enormity<\/strong>\u00a0Financial decisions can be overwhelming. Mackay suggests breaking complex retirement and protection information into manageable, &#8220;bite-sized&#8221; chunks to reduce client anxiety and improve understanding.\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Entertain to Engage<\/strong>\u00a0To keep the next generation interested, the industry must move past dry reports. Advisors need to provide content that is not just informative but engaging enough to capture attention in a crowded digital world.\u00a0<\/li>\n<\/ul>\n\n\n\n<div style=\"height:14px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-black-color has-text-color has-link-color wp-elements-93daf6aabb6a84d60e633270a182b009\">Redefining Understanding through Intelligence\u00a0<\/h3>\n\n\n\n<div style=\"height:14px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>To solve the friction points Mackay describes, firms are moving beyond basic data delivery and toward the&nbsp;Communify&nbsp;Knowledge Base. In the Intelligence Era, success&nbsp;isn\u2019t&nbsp;defined by the volume of information, but by how&nbsp;clarity is delivered to investors&nbsp;through a behavioral, product-driven framework.&nbsp;<br>&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Signals<\/strong>\u00a0\u00a0<br>\u00a0<br>To spark engagement, Signals ensure tools meet users exactly where they are. Instead of searching for insights, heirs receive\u00a0timely\u00a0cues and personalized prompts,\u00a0like a notification when a\u00a0portfolio&#8217;svolatility increases, transforming passive data into active, relevant highlights.\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Stories and Dialogues<\/strong>\u00a0\u00a0<br>\u00a0<br>These tools transform complex market data and unstructured notes into clear, narrative-driven insights. Rather than overwhelming a beneficiary with spreadsheets,\u00a0advisors\u00a0can present a cohesive &#8220;story&#8221; of the portfolio that resonates with younger,\u00a0values-driven investors.\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Intelligent Chat<\/strong>\u00a0\u00a0<br>\u00a0<br>By using Intelligent Chat, advisors can provide the &#8220;bite-sized&#8221; education Mackay advocates for. This allows\u00a0investors\u00a0to ask questions and receive answers in a trusted, context-aware environment, making the learning process feel like a conversation rather than a lecture.\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>ClientScore<\/strong>\u00a0\u00a0<br>\u00a0<br>This solution allows advisors to benchmark financial health instantly. For heirs who may be unsure of their current standing, a Score provides an immediate, visual sense of security and a clear starting point for a relationship with a new advisor.\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>MoneyMap<\/strong>\u00a0\u00a0<br><br>To ensure heirs feel deeply understood and empowered,\u00a0MoneyMap\u00a0visualizes a household\u2019s total footprint. It bridges the gap between generations by showing the complete picture of family wealth,\u00a0facilitating\u00a0those critical spousal and intergenerational conversations.\u00a0By\u00a0placing In-Situ Overlays directly onto the experience, firms can guide users through simple, educational flows that use behavioral science and gamification to build investor confidence in real-time.\u00a0<\/li>\n<\/ul>\n\n\n\n<div style=\"height:14px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-black-color has-text-color has-link-color wp-elements-c135c4a0014148233e6e400cd957e9c7\">Winning the Future of\u00a0Wealth\u00a0<\/h3>\n\n\n\n<div style=\"height:14px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The Great Wealth Transfer&nbsp;represents&nbsp;the largest shift in capital history, but it is also a behavioral event that requires a new digital standard. By integrating intelligence-driven communication, firms can move from simple asset management to building multi-generational trust.&nbsp;Retention is not won with more information; it is won with clarity and engagement.&nbsp;<\/p>\n\n\n\n<p>Building these lasting connections starts with a platform designed for the Intelligence Era.&nbsp;<a style=\"color: #2B8CEA; text-decoration: underline;\" href=\"https:\/\/communify.com\/en-gb\/request-for-information\/\" target=\"_blank\" rel=\"noreferrer noopener\">Schedule a demo today&nbsp;with Communify<\/a>&nbsp;and&nbsp;see these solutions in action.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Intergenerational&nbsp;and spousal&nbsp;wealth transfers are on the rise.&nbsp; This phenomenon, often referred to as the\u00a0Great Wealth Transfer, is a massive and unprecedented movement of capital. Estimates suggest that primarily Millennials and Gen Z will inherit anywhere from US\u00a0$80 trillion\u00a0to US\u00a0$124 trillion\u00a0over the next two decades.\u00a0Similarly,\u00a0$54 trillion\u00a0in\u00a0spousal transfers\u00a0will\u00a0occur.\u00a0 These\u00a0transfers\u00a0are\u00a0not a single event;\u00a0they are\u00a0a long-term shift that is<a class=\"excerpt-read-more\" href=\"https:\/\/communify.com\/en-gb\/blog\/education-engagement-personalization-in-the-era-of-the-great-wealth-transfer\/\" title=\"ReadEducation &amp; Engagement: Personalization in the Era of the Great Wealth Transfer\">&#8230; Read more &raquo;<\/a><\/p>\n","protected":false},"author":2,"featured_media":14644,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[103,93],"tags":[],"custom_taxonomy-core_topic":[23,16],"custom_taxonomy-product":[34],"class_list":["post-14071","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-article","category-news-and-media","custom_taxonomy-core_topic-communify-experience","custom_taxonomy-core_topic-expert-insights","custom_taxonomy-product-investor-experiences"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Education &amp; Engagement: Personalization in the Era of the Great Wealth Transfer - Communify<\/title>\n<meta name=\"description\" content=\"Intergenerational wealth transfer is a behavioral event, not just a transactional one. 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