They’re new to the workforce, they have limited assets and they’re decades away from retirement. Members of the millennial generation, many of whom are in their 20s or early 30s, may not appear to have pressing financial planning needs.

But this generation, which is equal in size to the nine-million-strong baby-boomer generation, does have a need for financial advice. And although many of their goals are short-term in nature, they may also be more inclined to begin engaging in long-term financial planning than you realize.

A recent study by CIBC World Markets Inc. found that younger Canadians had a higher propensity to save for their future than those in their parents’ generation. Individuals closer to retirement may contribute to RRSPs in greater numbers, but when comparing people with the same income level, the study found, Canadians aged 25 to 34 were more likely to contribute to an RRSP than those aged 45 to 64.

“The numbers are surprisingly strong,” says Benjamin Tal, senior economist with CIBC World Markets in Toronto and author of the report. “Many of them simply don’t have the money and they don’t contribute. But those who do contribute have a higher propensity to contribute than older people.”

In other words, those millennials with money tend to save; those without money would if they had the means.

This reflects a trend toward self-reliance among the younger generation. As defined-benefit pension plans become less common, Tal says, many younger people expect to have to fund their own retirements.

“They don’t believe there will be anything else waiting for them, in terms of retirement,” he explains. “They’ll have to rely on themselves.”

All this points to an opportunity for financial advisors: a young generation recognizes the need to save, both for retirement and to meet shorter-term goals. Those with good incomes are already building nest eggs and are interested in learning about investment strategies. The majority, who lack the financial means to put aside substantial savings, are still eager to find the tools and the guidance to help them plan for the future.

“I see a lot of clients who are younger and trying to get started [in a financial plan],” says Trish Domingo, an investment and retirement planner with Royal Bank of Canada in Toronto. “I’m noticing that young people are more concerned about these issues than they were in the past.”

Working with the under-35 market may not seem immediately lucrative. But establishing relationships with millennials when they are in their financially formative years could be rewarding in the long term.

“You need to go after these young people because they are your future,” says Adam Goodman, Toronto-based author of the 2009 personal finance book, Following The Goods: Financial Management for the Young and Ambitious. “If you build that trust today, you’re going to be their trusted financial advisor for years to come. They may not be able to provide you with a strong monetary reward today, but you’ll get more than your fair share of revenue in the future.”

How do you attract and retain millennial clients? First, it’s important to understand their priorities, their financial needs, the ways they use technology, the factors affecting their risk tolerance and what motivates them.

Who Are Millennials?

The millennial generation, also known as “Generation Y” or the “echo boomer” generation, is broadly defined as those born between 1980 and 2000. (We are mainly concerned with those born before 1990.)

Having used computers and surfed the web for much of their lives, most millennials are extremely comfortable using technology, and are accustomed to having access to vast amounts of information.

Millennials have attained higher levels of education than previous generations, with university enrolment hitting record levels during the early 2000s. As a result, millennials are knowledgeable and eager to learn. But higher education also means this generation is carrying record-high levels of student debt, is entering the workforce later in life than previous generations and is taking longer to become financially self-sufficient.

Understand Their Priorities

While the CIBC World Markets study showed that 25- to 34-year-olds have a stronger propensity to contribute to RRSPs than 45- to 64-year-olds of the same income level, the research also revealed that 95% of individuals in the younger age group do not contribute at all.

Many millennials simply don’t have enough discretionary income to be putting savings aside, while others are too focused on more immediate financial priorities. For instance, they may be paying down student debt, saving to buy a car or a house, or juggling the expenses associated with getting married and starting a family.

@page_break@So, when working with clients under the age of 35, you shouldn’t use the same long-term-focused planning approach you would use with your baby-boomer clients.

“There’s no context for someone under 35 to start thinking about retirement, because it’s so far away,” says Goodman, who is 30. He urges advisors to initiate relationships with younger clients by discussing their shorter-term goals, such as buying a house. “That’s probably a much better context to talk about to get them interested.”

Once you have established a relationship, you can then guide the conversation toward long-term saving and investing strategies. Domingo finds that young clients are receptive to these conversations because, even though the more distant future is not their top priority, millennials do recognize the importance of saving for that time.

Attracting Millennials

One of the easiest ways to form relationships with younger clients is to reach out to the children of existing clients, Goodman says. This approach can help to ensure that when a generational transfer of wealth occurs, you’ll be able to retain those assets. It can also strengthen and build trust in your existing client relationships. Goodman adds: “You probably also gain a lot of goodwill from your current clients by helping out their kids.”

Another strategy for attracting younger clients is to hold free information seminars on topics that appeal to millennials, such as buying a house or repaying student debt. At the seminar, encourage attendees to come in for a no-obligation meeting to discuss their circumstances.

Colleges and universities are another source of prospective clients, according to Sean Cleary, a BMO professor of finance and academic director at Queen’s University’s school of business in Kingston, Ont. He suggests approaching investing clubs at post-secondary institutions and offering free workshops or seminars.

“Students always appreciate the opportunity to meet someone and ask them questions face-to-face,” Cleary says.

Once you have some clients under the age of 35, it can become easier to generate others. Members of the millennial generation are often involved in recreational sports leagues, charitable organizations or other groups through which they interact with their peers. These networks can allow for client referrals and can open the door to groups of prospects you can approach.

Keeping in mind that most millennials have limited assets, another strategy for attracting this generation of clients is to offer low fees, Goodman says. He suggests offering specialized pricing to young clients, such as 50% discounts on fees or commissions until they reach the age of 35.

“That’s where that long-term relationship-building grows from,” Goodman says. Once clients reach 35 and begin paying full price, he adds, they’ll be inclined to stay with you because of the trust that has been established.

Embrace Technology

Young people are always more technologically advanced than the rest of the population, and are accustomed to using it in most aspects of their lives, says David Foot, a professor of economics at the University of Toronto and co-author of Boom, Bust & Echo: Profiting from the Demographic Shift in the 21st Century (1996, revised in 1998 and 2004). “When you’re marketing to the under-35s, you use the latest technology,” he says. Young clients are likely to insist on communicating via email much of the time.

Your website is also important, says Kirk Hulett, senior vice president of strategy and practice management at Securities America Inc. in Omaha, Neb. Make sure it is informative and well organized. Millennials already conduct their banking online to a greater extent than baby boomers and expect online access to information about their finances. Unless you offer them similar information about their investments, Hulett says, “You’ll most likely not be able to attract and retain millennial clients.” You should also consider having an online social media presence, including a LinkedIn profile and a professional Facebook profile. (Check with your firm’s compliance department for guidelines.)

“You have to operate where your target demographic is operating,” Goodman explains.

But don’t assume that online correspondence is the only way to communicate with your millennial clients. Nothing can replace a face-to-face meeting, which is still the most effective way of getting to know clients of all ages and help them make decisions.

Educating Millennial Clients

Having spent years surfing the web for instant access to information on any topic, millennial clients may request more information about investing than their older counterparts. Members of this younger age group are likely to have already conducted some research about investing on their own before meeting with you.

But, as you know, the web is rife with investment information — both responsible and questionable. Your role, says Cleary, is to put that information into context for clients and guide them toward reputable sources that provide accurate information. “Help them focus on what’s important to them,” Cleary says, “and how to get to the core issues.”

Millennial clients’ thirst for information means they are likely to demand more explanation when it comes to advice. Before making a decision, Hulett says, millennials want to know what the purpose of that decision is, and what the alternatives are. “They’re likely not just going to accept your advice,” he says, “without asking a lot of questions.”

More specifically, he adds, millennial clients want to know how a recommendation pertains to their particular circumstances. That’s why you must learn as much about each client as possible, including his or her interests and hobbies outside of work, and gain a thorough understanding of their goals and ambitions. This knowledge will help you relate any advice to the client’s life. Says Hulett: “They’re going to want to feel that you know them on a more personal level.”

Millennials And Risk

Younger clients are generally assumed to have a higher risk tolerance than the rest of the population because they have decades before they’ll need to begin drawing upon their retirement nest egg. But many millennial clients are saving for less distant goals and may be less aggressive. “If the individual is going to be using the money toward something a bit more short term,” Domingo says, “then perhaps not as much risk should be taken on that investment.”

And even when making long-term investments, young clients may have less appetite for risk than you’d expect — particularly after they witnessed the stock market volatility of the past two years. Each generation typically learns lessons from the previous generation, Hulett points out, and during the recent financial crisis, many millennials watched their parents’ equities-invested savings deteriorate. Some might even have seen their parents postpone retirement.

“This may be a generation that is less risk-tolerant,” Hulett says. Such clients may gravitate toward safer investments, such as bonds and guaranteed income products.

As with all age groups, however, risk tolerance can vary significantly from client to client, and must be carefully assessed for each individual.

Planning Strategies

Since millennial clients are probably new to the concept of financial planning, you may need to begin by reviewing such basic concepts as creating a budget. As a group that carries larger debt loads than older clients, they may also need some guidance on the benefits of paying down debt as opposed to saving for the future.

In contrast to baby boomers, who are planning for the next few decades of their lives, many millennials are more focused on present needs. As a result, your younger clients may be eager to see more immediate returns or benefits from their financial planning decisions than your older clients.

To address this demand, you can use strategies that provide millennial clients with incentives along the way, such as tax savings. For instance, clients may be motivated to begin contributing to an RRSP if you emphasize the immediate tax relief it can provide.

Domingo encourages young clients to start slowly by using a regular RRSP contribution plan. Directing a small amount of money — as little as $25 per month — from their paycheques to an RRSP allows young clients to enjoy the tax relief and begin building a nest egg without having to sacrifice much of their spending money.

“They want to know that they can still be able to enjoy a certain lifestyle while knowing that there is something going toward their future,” Domingo says. A regular contribution plan also establishes good savings habits.

To help clients enjoy the tax benefits of these contributions right away, Domingo encourages young clients to apply to the Canada Revenue Agency to have the tax deductions applied to each paycheque rather than waiting for their tax return. This strategy is popular among young professionals on a tight budget, she says.

Another benefit of saving in an RRSP is the Homebuyers’ Plan, which allows clients to put money saved in an RRSP toward a down payment on a house without triggering taxation. Says Domingo: “It’s a good way to make sure clients are getting the tax deduction while saving for a home and, inevitably, retirement.”

Given millennials’ in-the-moment attitude, however, not all of these clients will be willing to lock their savings into an RRSP. For clients who are keen on having access to their savings along the way, you can recommend a tax-free savings account, which is ideal for short-term financial goals. The idea is to develop the habit of saving — early. IE