Orion Advisor Solutions, CEO Eric Clarke continues to place a strong interest in obtaining investments from baby boomers in retirement despite marketing obstacles in place.
With the pandemic hovering over and rising concerns for a second COVID-19 wave to take place countrywide, economic nerves have yet to be calmed for many investors, including the “Baby Boomer” generation.
The term “Baby boomer” is used to describe a person who was born between 1946 and 1964. This generation makes up a significant portion of the world's population, especially in developed nations. It represents nearly 20% of the American public, coming close second to “millennials."
Because of their large number in population and the relative prosperity of the US economy during their careers, the baby boomers are an economically influential generation. Now this leading fact is something Eric Clarke of Orion recognizes and is currently implementing in his marketing efforts.
Clarke explained to Investment News: “When you look at who controls the wealth in our country, over half is controlled by baby boomers … those baby boomers, demographically, are retiring at the clip of 10,000 per day over the next decade.”
Orion’s latest success story developed from their merger with Brinker Capital. In late June, the merger between the two created an investment management firm and technology provider with approximately $40 billion in managed assets.
Now aiming to reach $50 billion AUM in the upcoming months, Clarke has sparked interest in understanding the baby boomers and having advisors shift focus to align strategies and goals to match this generation’s needs.
While this is a great idea in theory, it may be one difficult effort to implement and prove. Want to see Orion's research for yourself? Reach out via the VIP Messenger.
There are many struggles when attempting to gain the interest and potential business of a baby boomer investor. For one, understanding them and their needs. Not every investor has the same goal or seeks the same end result. Understanding why a baby boomer wants to invest and what they require from the investment is a core strategy to pursue.
“There’s this influx of baby boomers looking for retirement income, accumulating as much in assets as they can before they retire, and contemplating the transition of their wealth to the next generation,” Clarke explains. “The need for advice is skyrocketing right now.”
Next, being clear and transparent is a must. The audience must understand what is being offered and what is to be gained from the interaction. The information you provide must be useful and not just sales pointed tactics.
Clarke acknowledges the necessity for transparency and explains “We've got to digitally engage with the investor throughout the process. Every day, when they log into the [Client] portal, they should see exactly where they're at in relation to their plans. Be invited to go through more planning workflows that are relevant for what's going on in their life today.”
Another key hurdle is being able to understand how to provide a direct link between the audience and the firm. A great way is by using social media platforms and other mediums that baby boomers are easily familiar with.
Orion’s marketing efforts have recently been through their own “Marketer” which is a marketing platform that allows advisors to connect customized planning workflows to a digital ad campaign which allows an investor to come in and see how the pandemic has impacted their ability to retire.
Lastly, make your resources simply accessible and readily available.
Orion provides direct connections through their digital client portal between advisors and investors making the connection much more convenient and reliable.
While baby boomers are not the simplest to attract or maintain, Clarke identifies them as the leading audience to invite in. His main goal to achieve this is to always keep everything clear, concise, and convenient.
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