The Gap

The transfer of intergenerational wealth of $124 trillion has started (Cerulli, 2024).

84% want more advice about how to integrate philanthropy into their wealth plan (Barclays Modern Philanthropist, 2025).

$54 trillion is expected to be passed through interspousal transfers to widows, of which more than 95% will go to women (Cerulli, 2025). 70% of women will change their adviser within a year of their partner dying (Schroders, 2023).

81% of next-gen high-net-worth individuals plan to switch from their parents’ wealth management firm within 1-2 years of inheritance (Capgemini, 2025).

The new client base of millennials, next-gen and women of wealth bring different values, aspirations and needs; and they expect more from their advisers (FT, 2024). Individuals have an increased desire to align their wealth with their values on their own terms.

Firms who lead on purpose-led advice are better placed to retain clients, attract new ones and stand apart in a competitive market.

As a Holistic Philanthropy Adviser with over 25 years' experience, I help advisers and individuals meet their needs.

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More information:

Between 2018 to 2023, there has been a 60% increase in clients who prefer to receive holistic advice (McKinsey & Company, 2024). However, many firms continue to fall short in providing their advisers with the tools, capabilities and support required to provide this service. As they are not being trained to serve this new audience, by 2034 there will be a 30-37% decline of advisers (McKinsey & Company, 2025).

Nearly 1 in 5 wealthy people would choose a financial adviser who offered support on making charitable donations, rising to 57% of under 35s, yet only 5% of advisers are very confident in discussing philanthropy with their clients (Charities Aid Foundation, 2024).

• 59% of Gen-Y and Gen-Z agree they want or expect their primary financial adviser to provide services beyond financial advice and investment management, compared to 25% of Boomers+. 
• 31% of Gen-Y and Gen-Z rank “help me achieve my life’s purpose” in their top 5 factors that are most important in determining the value of an adviser compared to 14% of Boomers+.
• Gen-Y and Gen-Z investors who are not currently working with a financial advisor are twice as likely as similar Boomer+ investors to state a preference for establishing a relationship with a financial advisor who helps them with their charitable giving goals (Fidelity, 2022).

A singular focus on financial wealth planning is not sufficient for a successful wealth transfer; preparing and engaging with human capital is crucial (TRUIST Wealth, 2024).

A Harvard Business Study suggested that the most important characteristic of America’s leading business figures in the last 100 years is ‘...contextual intelligence. The ability to understand and capitalize on the sweeping trends influencing the marketplace of their time’ (Backer, 2004).

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