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Third Annual Advisor Authority Study Profiles Generation X Investors – A Vital Target for RIAs and Fee-Based Advisors to Successfully Grow Their Practice

Louisville, KY – A new Special Report from the third annual Advisor Authority Study, commissioned by Jefferson National, operating as Nationwide’s advisory solutions business, and conducted online by The Harris Poll, profiles Generation X investors identifying key market opportunities for financial advisors. The latest findings help RIAs and fee-based advisors better understand Gen Xers’ unique priorities, preferences and concerns, so they can move the needle for their practice, enhance profitability and build a foundation for future growth. The Advisor Authority Study surveyed roughly 1,600 RIAs, fee-based advisors and individual investors across the country.

“Being in their prime earning years and next in line for inheritance, Gen X is a vital segment for advisors to target in order to enhance profitability and set their firms up for future success,” said Craig Hawley, Head of Nationwide’s advisory solutions business. “And each year, successful advisors are most likely to say that Gen X will be their primary target over the next 12 months.”

According to this latest Special Report, “Moving the Needle: Targeting Generation X,” over half of Generation X investors (52%) say they do not have an advisor. And despite their growing wealth and their complex financial challenges, Gen X investors are the least likely to seek professional advice. There is a huge opportunity for RIAs and fee-based advisors to tap into this valuable client segment.

Attracting and Retaining Gen X Investors

Concern about saving enough for retirement (30%) is the number one reason, by a wide margin, that Gen X investors have an advisor. In comparison, all other generations, including younger Millennials, say that feeling confident in their financial future (27%) is the top reason for having a financial advisor. When choosing an advisor, Gen X investors say experience matters most (41%), with personalized advice for a holistic financial picture (26%) and a fee-based fiduciary standard (20%) also rated among the top three factors, year-over-year. Likewise, Gen X investors say face-to-face meetings far outrank all other forms of communication, and regular, in-person meetings are the most effective way for advisors to learn more about Gen X investors’ needs. To effectively attract and retain Gen X investors, advisors must align with their top priorities.

To learn more, financial professionals can download this latest Advisor Authority Special Report on “Moving the Needle: Targeting Generation X” by visiting:


For more insights on Generation X and other segments of investors, financial professionals can also download the latest Advisor Authority infographic at: http://learn.jeffnat.com/advisorauthority/chapter4-infogram

About Nationwide

Nationwide, a Fortune 100 company based in Columbus, Ohio, is one of the largest and strongest diversified insurance and financial services organizations in the United States. Nationwide is rated A+ by both A.M. Best and Standard & Poor’s. An industry leader in driving customer-focused innovation, Nationwide provides a full range of insurance and financial services products including auto, business, homeowners, farm and life insurance; public and private sector retirement plans, annuities and mutual funds; excess & surplus, specialty and surety; pet, motorcycle and boat insurance. For more information, visit www.nationwide.com. Follow us on Facebook and Twitter.