Engaging the Next Gen – How Advisers Can Connect with Younger Savers

Millennials and Gen Z are often called the “missing link” in pensions engagement. Many advisers find these demographics hard to reach—focused more on today than retirement decades away.

However, the numbers tell a more hopeful story. A recent study shows that 33% of Gen Z investors start investing before adulthood, and 64% review their portfolios monthly. Younger generations aren’t disengaged—they’re just digitally native and values-driven.

That means traditional pension communications may fall flat. Jargon-heavy PDFs and static statements won’t cut through. Instead, advisers need to reframe retirement as an accessible, personal, and ethical long-term goal.

Start with digital-first tools:

Meet them where they are on apps & social

– Mobile-first dashboards, gamified saving trackers, and scenario tools are key
– Consider partnering with “finfluencers”—but keep advice regulated and risk disclosures front and centre

Behavioural science in practice

– Use simple, actionable default options
– Trigger nudges aligned with life events (promotion, buying house, having children)
– Visual tools showing progress toward goals improve stickiness

Content that resonates with these generations

– Short, snackable explainers
– Infographics to visually spell out content
– Webinars/Q&As addressing common concerns

Values also matter. 86% of Gen Z and 73% of Millennials would choose lower returns if it meant their pension avoided unethical investments. So, highlight ESG options and help younger clients align their pensions with their principles. As the environmental factors are at the forefront of young people looking to their future, so should be their pensions and caring for the next generation in a sustainable way.

The result? Deeper engagement, earlier contributions, and lifelong client relationships.

Helping the next generation build financial resilience isn’t just a business opportunity—it’s a societal imperative. Advisers who adapt now will be best positioned to guide tomorrow’s retirees.

At iPensions Group, we’ve seen first-hand how younger clients are shaping expectations across the market. Our flexible SIPP solutions, intuitive online portals, and commitment to transparency are all designed to meet the evolving needs of this growing audience. Our strategy is driven by technology-enabled products and solutions as we continue to deliver innovation in the SIPP market. This agile approach to an “old fashioned” market is one that will only bring easier engagement and long-term benefits to advisers and pension providers.

Disclaimer

The content of this article is for general information purposes only and should not be construed as legal, financial or taxation advice. You should not rely on the information contained in this article as legal, financial or taxation advice. The content of this article is based on information currently available to us, and the current laws in force in the UK. The content does not take account of individual circumstances and may not reflect recent changes in the law since the date it was created. It is essential that detailed financial and tax advice should be sought (as well as legal advice where required) in both the UK and any jurisdiction where you are resident.

iPensions Group Limited is authorised and regulated by the Financial Conduct Authority, Licence Number 464521.