03/11/2026
Most advisers ignore people aged 35 to 45.
Everyone's chasing people near retirement, for the big balances. So I see lots of firms fighting over the same retirees.
Hardly anyone goes after the younger group.
But those people need real help, with property, super, insurance, kids and debt.
Their balances are small today, but they can become big clients over the next 20 years.
The catch is pricing. Set your fees so they're worth your time now, not one day.
That leaves the 35 to 45 group wide open.
So who is your firm going after? People near retirement, or people aged 35 to 45? Let me know below.
I'm Allan Whatmore, founder of GSA. I help advice firms win new clients beyond referrals. Follow for more like this.