Everybody knows self-driving cars will soon be all over U.S.highways. Let’s assume self-driving cars will one day become assafe as human-controlled vehicles. Even so, there will still a hugeproblem with them. If you can get younger people to understand it,it might help them also think about why they should use yourservices, rather than robo-advisors.

|

Related: Who likes robo-advisors? Not thesepeople

|

The problem is: When people start depending on self-driving carsdelivered by Google, Apple or Uber, they won’t learn how to drive.They will never learn (or forget) how to: navigate theirsurroundings, care for valuable machinery, budget for an importantpurchase, and solve problems behind the wheel. A big part of thehuman learning curve will no longer be necessary – made obsolete bytechnology.

|

Related: We've hit peak human and an algorithmwants your job

|

Robo-advisors are the self-driving cars ofpersonal finance. Their pitch is: You don’t need to learn or doanything to reach your financial goals. Just sign up and pushbuttons. The computer will do the thinking for you, eliminating theneed for financial education and self-empowerment.

|

Young, tech-savvy people – Gen Xers and millennials – are theprime markets for robo-advisors. So, you might logically ask: Howmuch financial knowledge and skill do they want and need?Fortunately, the answer is: Plenty!

|

To understand why, check out the newly released 17th Annual Transamerica RetirementSurvey of Workers:Perspectives on Retirement: Baby Boomers,Generation X and Millennials.

|

Here are key survey findings:

  • 75% of millennials and 68% of Gen Xers want more information andadvice from their employers on how to achieve retirement goals.

  • 72% of millennials and 69% of Gen Xers say they don’t know asmuch as they should about retirement investing.

  • Yet, only 18% of millennials and 28% of Gen Xers are currentlyusing a financial planning or broker for retirement planning andinvesting advice. Millennials especially rely more on friends andfamily (40%) or financial websites (34%) for information andadvice.

In marketing to these generations, emphasize education andplanning services. Use this type of language: “My job is to empowerclients with knowledge, so they can make their own planningdecisions with my help.”

|

Don’t try to dazzle these generations with sophisticatedfinancial concepts. When asked what would motivate them to learnmore about saving and investing for retirement, 59% of millennialsand 52% of Gen Xers answered “making it easier to understand,"while 38% of millennials and 34% of Gen Xers said “having afinancial advisor.”

|

Help younger people understand the real problem self-drivingcars. Then, help them gain access to professional advice andservice along with financial education that’s easy to understand.It’s a winning combination for success with your next generationsof clients.

Complete your profile to continue reading and get FREE access to BenefitsPRO, part of your ALM digital membership.

  • Critical BenefitsPRO information including cutting edge post-reform success strategies, access to educational webcasts and videos, resources from industry leaders, and informative Newsletters.
  • Exclusive discounts on ALM, BenefitsPRO magazine and BenefitsPRO.com events
  • Access to other award-winning ALM websites including ThinkAdvisor.com and Law.com
NOT FOR REPRINT

© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.