Bridging generations of wealth:

Strategies to help grow and protect assets

People in every generation are actively engaged in their wealth management and retirement planning. But it’s a long journey — and along the way, life stages and market movements can create moments of financial stress. Being there to guide them through those moments offers a powerful form of financial reassurance. What more can you do to support them, strengthen trust and build lasting confidence?

One way financial professionals can help clients feel more confident about their decisions is by adopting strategies that balance wealth‑building and protection, and by ensuring clients understand how those strategies benefit them in both the short and long term.



These generational wealth management strategies share foundational similarities in principle, but their execution will vary depending on whether a client is wrapping up a long career, just starting out or somewhere in between.

Strategies for boomers

Retirement readiness

As retirement nears, it’s rare for people not to worry whether they’ve saved enough to cover not only their living expenses and the activities they plan to enjoy in retirement, but also the ever‑increasing costs of healthcare throughout retirement.

“Today’s world is full of uncertainty, and inflation continues to make everything more expensive. This is having a profound impact on Americans’ retirement confidence, causing many to feel they will need to work well beyond age 65 to save enough — not out of choice, but rather necessity.”

— Nick Lane, President of Equitable

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Why is this important?

It’s not enough for a financial plan to “just” build wealth. A truly holistic approach includes strategies to protect those assets from inflation, and the typical curveballs life is likely to throw their way.

Assets in jeopardy

Do people love discussing finances with their families? No. Is it vital? Absolutely. No matter the size or complexity of an estate, everyone benefits from having a clear idea of what to expect and how to manage it. Clients should understand that doing so can provide peace of mind. It also gives their loved ones clarity, helping them responsibly manage any inheritance they may receive.

An unprecedented shift of $30–$140 trillion in assets is expected to be passed as inheritance from boomers to their heirs.1

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Why is this important?

Those assets took a lifetime to amass, but they’re at risk if the financial plan doesn’t address long-term sustainability with a diversified retirement portfolio. Financial professionals can help clients decide on the estate planning strategies that will best allow them to preserve their assets and ensure they are eventually transferred in a way that aligns with their wishes.

Strategies for Gen Xers

Feeling the financial squeeze

Gen X is the sandwich generation, squeezed between caring for parents and kids, often while juggling significant debt from mortgages, student loans and credit cards. But they came of age alongside modern retirement planning and largely adopted a save and invest approach. As a result, they’re facing those challenges armed with a pragmatic mindset and impressive financial discipline and skills.

71% believe it’s critical to use financial advisors to inform investment decisions and advice.2

74% say they would implement guaranteed income strategies if a financial advisor offered them.2

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Why is this important?

Those assets took a lifetime to amass, but they’re at risk if the financial plan doesn’t address long-term sustainability with a diversified retirement portfolio. Financial professionals can help clients decide on the estate planning strategies that will best allow them to preserve their assets and ensure they are eventually transferred in a way that aligns with their wishes.

High investment participation rates

The good news: Gen X has one of the highest participation rates in retirement accounts.3 However, they aren’t necessarily directing those investments in the most strategically advantageous ways.

78% of Gen X are actively saving and investing while still in the workforce.2

40% of Gen Xers have no written financial plan, and of those who do, half (30%) produced it on their own.2

question mark icon with dark blue circle background

Why is this important?

Those assets took a lifetime to amass, but they’re at risk if the financial plan doesn’t address long-term sustainability with a diversified retirement portfolio. Financial professionals can help clients decide on the estate planning strategies that will best allow them to preserve their assets and ensure they are eventually transferred in a way that aligns with their wishes.

Strategies for millenials

Strategic choices around debt management, personal investments and career advancement

Many millennials find themselves at a financial crossroads, juggling competing priorities and facing challenges that require tough decisions. They're actively working to build wealth while managing student loan debt, all while emerging as a significant driving force in the economy.

30% of millennials would consider switching their financial professional if they didn’t feel they understood the generational differences in financial goals.1

question mark icon with dark blue circle background

Why is this important?

It’s not enough for a financial plan to “just” build wealth. A truly holistic approach includes strategies to protect those assets from inflation, and the typical curveballs life is likely to throw their way.

A major tee-up for wealth transfer

Millennials are likely to be the key beneficiaries of the Great Wealth Transfer, but many of them aren’t confident when it comes to more complex financial decisions and strategies.

87% consider their family’s relationship with their existing financial advisor for retention.1

Added to that, 74% of millennials want someone who specializes in inheritance and wealth transfer.1

85% of millennial men feel confident about their financial decisions, compared to just 71% of women.1

Having a financial advisor, however, increases confidence levels among millennial women by 13% —reaching 84%.1

question mark icon with dark blue circle background

Why is this important?

Those assets took a lifetime to amass, but they’re at risk if the financial plan doesn’t address long-term sustainability with a diversified retirement portfolio. Financial professionals can help clients decide on the estate planning strategies that will best allow them to preserve their assets and ensure they are eventually transferred in a way that aligns with their wishes.

Every generation has its own priorities when it comes to wealth building. But they all need some version of financial protection to make the most of their savings and investments. Boomers are most in need of a long-term strategy that can help them continue building wealth while mitigating risks from inflation and market movements. For Gen X, building on their established good habits and creating a holistic strategy that can fill any gaps in their plan is most beneficial. Millennials are looking for a financial professional they can trust and who understands what they value so they can build a long-term relationship.

Financial professionals will need to address those unique needs — and communicate their ability to do so — to ensure successful client relationships.

Visit Let’s Plan How ® for more strategies to help your clients build and protect their wealth.

1 PEAK 35™: Guiding a New Generation of Wealth, 2025, Equitable Holdings, Inc.
2 Approaching Retirement: Getting Gen X From Good to Great, WSJ Intelligence and Equitable Thought Leadership Study, August 2025.
3 FINRA, Insights: Financial Capability 2024.

Equitable is the brand name of the retirement and protection subsidiaries of Equitable Holdings, Inc., including Equitable Financial Life Insurance Company (Equitable Financial) (NY, NY); Equitable Financial Life Insurance Company of America (Equitable America), an AZ stock company with an administrative officelocated in Charlotte, NC, and Equitable Distributors, LLC. Equitable Advisors is the brand name of Equitable Advisors, LLC (member FINRA, SIPC) (Equitable Financial Advisors in MI & TN).

©2026 Equitable Holdings, Inc. All rights reserved.

GE-8800437.1 (03/2026) (Exp. 03/2030)