What Gen X investors need from financial advisers
Updated on 9 September 2025 | 7 minute read | Brie Williams, Global Head of Advisory Solutions and Wealth Intelligence, State Street Investment Management
Gen X is facing a critical moment. More likely than other generations to have a top financial goal of caring for family,1 the ‘forgotten generation’ is also trying to prioritise their own needs. This is where advisers can step in and make an impact.
This article is based on the 2024 Influential Investor Segment Study which uncovers what millennial, Gen X, women, and hybrid investors want – and how you can better attract and retain these high-growth client segments. The study surveyed 1,503 US individual investors. All figures reflect US data, unless specifically noted as Australian.
Who is Gen X?
Generation X (Gen X) refers generally to people born between 1965 and 1980. For much of their lives, Gen X has mostly flown under the radar. They’re often called the ‘forgotten generation’ due to the larger groups of Baby Boomers and Millennials.2
The original latchkey generation appears to have developed a strong sense of self-sufficiency. Largely independent, entrepreneurial and resourceful, they’re a resilient yet underserved group.
Their financial lives appear to be more complex than ever as they balance:
- caring for parents and other older relatives
- financial support for children
- their own retirement planning.
It’s somewhat a unique financial puzzle. And one that arguably demands strategic financial guidance. For advisers, now’s the time to step in and make a meaningful impact.
Key stats for advisers
More than half of Gen Xers give financial support to elders and children.3
The oldest Australian Gen Xers are becoming eligible to access their superannuation.4
Gen X opportunities for advisers
The first step to building meaningful relationships and giving long-term value to Gen X is to understand their challenges and motivations.
Unravel competing priorities
There are around 5 million Gen Xers in Australia in their peak earning years.5 So, the potential to grow their wealth is arguably huge.
Yet competing priorities can make achieving their financial goals a bit trickier than for other generations.
How you can guide Gen Xers
Help make complex financial topics simpler
Set realistic goals
Align their priorities with their evolving financial realities
Manage wealth in motion
Wealth transfer to Gen X can be a critical opportunity for advisers who want to grow their practices. Research suggests that:
- $5.4 trillion of Australian wealth will transfer over the next 20 years, and
- Australia Gen Xers are expected to inherit up to $2.0 trillion on this wealth transfer.6
Get proactive and engage with Gen X clients today to:
- Set yourself up as a trusted partner during this transition
Help them have more open conversations with their family about money
Better manage and grow wealth across generations.
Gen X financial concerns
Most of Gen X are at a pivotal financial moment in 2025.
The youngest, at age 45, are likely balancing peak career demands with retirement planning.
The oldest, at 60, are likely taking critical steps to get ready for retirement.
Many are supporting aging parents while raising children, further complicating their efforts to have financial stability.
Many Gen Xers entered the workforce during troubling economic periods.
They’ve faced challenges from the dot-com bubble to the Global Financial Crisis. This would have disrupted career growth and slowed wealth accumulation compared to Baby Boomers.
Today, lingering economic turbulence is amplifying their concerns.7
While inflation has cooled, elevated prices put a strain on purchasing power. And this threatens wealth preservation.
Ongoing market volatility underscores the need for:
- inflation-protected investments
- portfolio diversification
- strategic retirement planning.
Top 3 financial priorities and how to help
Wealth preservation
Over one-third of Gen X investors have low optimism about their financial outlook, according to the 2024 Influential Investor Segment Study.1 Among the top concerns are:
- rising inflation
- economic uncertainty
- market volatility.
For HNW Gen X investors: These pressures are likely made worse by their role as the main breadwinners, and their reliance on loan-based asset ownership, such as home mortgages. Having enough in retirement savings and managing rising healthcare costs remain pressing priorities. And their inflation concerns highlight the need for tailored investment strategies to preserve wealth.
Gen X top financial concerns
Source: State Street Global Advisors Research Center, Influential Investor Segment Study, September 2023.
How to help
Offer solutions for competing priorities
Gen Xers are likely stretched thin. To align with the goals of HNW Gen X clients and help them deal with risks like inflation erosion and sequence risk, consider solutions such as:
advanced strategies like inflation-resilient investment options tailored to market conditions
dynamic portfolio construction that integrates alternative asset classes
customised retirement income planning frameworks.
You can also use team-based advisory structures and enhanced services to become a one-stop-shop that can address all your clients’ needs.
Retirement planning
Unlike their parents, most Gen Xers began their careers during a period of transition in retirement benefits. Traditional pension plans were disappearing, and the compulsory Australian superannuation system was in its infancy. This left many without clear pathways to long-term retirement savings.
Limited market growth from 2000 to 2010 has likely also had an impact. Many Gen Xers today lack confidence in their retirement readiness.6
Retirement planning is still their main priority, with 8 in 10 saying it’s their primary financial goal.8 For those already working with advisers, 71% say retirement savings planning is the most commonly utilised service.
Most popular financial advice services for Gen X
Source: State Street Global Advisors Research Center, Influential Investor Segment Study, September 2023.
How to help
Redefine retirement planning
For many Gen X, retirement is more than a financial transition – it’s a major life shift. Help turn your clients’ anxieties into actionable outcomes with strategies to:
mitigate risks
secure income longevity
align plans with personal goals.
Simplify decision-making
Trust remains one of the key barriers for Gen X. You can help clients understand complex choices and feel confident about their choices with:
a more collaborative approach
actionable insights, like retirement income projections or stress-tests on portfolios
measurable outcomes like tax-efficient financial strategies.
Value of guidance for self-directed Gen Xers
Concerns about value for money and a desire for control largely deter around 50% of Gen Xers who identify as self-directed investors from seeking financial advice. Research shows:
- 45% don’t work with an adviser because they don’t think advisers are worth the fees
- 44% prefer to have full control.9
Yet, these same investors are less satisfied with portfolio performance compared to their advised peers. This is largely due to the lack of personalised guidance and strategic oversight.
What it means for advisers
You’ll likely need to emphasise the tangible benefits of a collaborative relationship. You may wish to tailor your service model to address common pain points relating to self-directed investing. These could include:
- navigating market volatility
- achieving balanced diversification
- creating long-term financial strategies.
This way, you may attract and retain these clients and transform initial scepticism into trust and loyalty.
Self-directed investors still want guidance
Source: State Street Global Advisors Research Center, Influential Investor Segment Study, September 2023. Q: What are the cons of using a self-directed brokerage account and/or an automated digital investing platform?
How to help
Give support beyond investment management
Consider addressing the gaps that digital tools alone can’t fill. This can help to reinforce the value of personal advice for Gen X investors. Support can include:
showing how you can guide on aspects of their financial lives often overlooked, like healthcare costs, caregiving responsibilities, and estate planning.
adopting a holistic approach that combines these priorities.
using tech-driven resources like portfolio analytics or financial modelling tools.
To sum up, meet Gen X investors where they are
Gen X is arguably an ideal client segment for advisers because:
they’re probably in their peak earning years
they’re also more likely close to retirement
they likely have complex financial needs where adviser guidance can be valuable.
You can build enduring relationships by aligning your services with Gen X’s unique needs. Try and balance their pragmatism with personalised solutions tailored to long-term objectives. And evolve these relationships through key life transitions.
For Gen X investors, advisers can give value beyond helping with immediate financial concerns.
It’s time to position your practice as the go-to partner for this high-potential generation. Show the value you can bring and secure your place in their financial journey.
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