Cam Marston
The Gen-Savvy Financial Professional is a practical field guide for advisors who want to build durable, multi-generational client relationships in a marketplace reshaped by economic shocks, cultural shifts, and the largest wealth transfer in history. Baby Boomers, Generation X, Millennials, and Generation Z each bring distinct experiences, anxieties, and expectations into financial conversations, and treating them the same is a costly mistake. This updated edition shows you how to recognize generational signals, adapt your communication style, and meet clients where they are, emotionally, culturally, and financially. You’ll learn why trust forms differently across age groups, how life stage shapes financial behavior, and what it takes to earn relevance with heirs before assets transfer.Grounded in research, real-world case studies, and decades of consulting experience, this book delivers clear frameworks and actionable guidance, not theory, for advisors who want to stay indispensable as clients age, retire, and pass wealth forward.If the next generation of your clients matters, this book is no longer optional.
