From AI to Investor Expectations: What’s Changing in Wealth Management

AI, digital innovation, regulatory developments, and changing investor expectations are reshaping wealth management.

At the Social Media & Digital Marketing Seminar, financial services leaders and technology experts explored the impact of these shifts and how firms can strengthen client engagement and innovate responsibly.

Digital Engagement Is Strengthening Client Relationships

New research from LinkedIn highlights the growing importance of digital engagement.

LinkedIn’s 2026 Global Advisor Study, conducted with Coalition Greenwich, surveyed 1,551 financial advisors across 10 countries. 61% consider social media important to their business, closely aligning with the 60% of investors who expressed its importance in last year’s research.

Financial advisors also emphasized the value of combining digital engagement with personal conversations to build trust, demonstrate expertise, and make lasting client connections.

💡 Top Takeaways:

• Use digital channels to strengthen client relationships and demonstrate expertise.
• Share personalized content that addresses investors’ evolving needs.
• Use client feedback and conversations to keep digital engagement authentic.

AI Is Becoming Part of Everyday Workflows

LinkedIn’s research found that 62% of advisors use AI in their investment processes, and financial services firms are exploring applications in research, communications, and marketing.

Beyond content creation, AI can help advisors identify outreach opportunities, deliver relevant information, and dedicate more time to clients.

Realizing these benefits requires responsible adoption, which includes verifying AI-generated content, protecting client data, adhering to compliance policies, and maintaining human oversight.

💡 Top Takeaways:

• Use AI to streamline marketing and identify timely outreach opportunities.
• Verify AI-generated content for accuracy and relevance.
• Keep advisor expertise and judgment central to client interactions.

AI-Powered Search Is Changing Advisor Discovery

As investors increasingly use AI-powered search, firms and advisors must consider how their expertise appears in search results.

Alongside traditional search engine optimization (SEO), answer engine optimization (AEO) and generative engine optimization (GEO) are becoming increasingly important, making accurate advisor profiles and credible, well-structured content essential for improving online visibility and discoverability.

💡 Top Takeaways:

• Keep advisor biographies, credentials, and specialties current.
• Structure website content to answer common investor questions.
• Review online listings for accuracy and consistency.

Regulatory Discussions Are Evolving with Technology

FINRA discussed potential changes to Rule 2210, including a more risk-based approach to pre-use approval of retail communications that could provide firms with greater flexibility.

These are concepts under consideration, not proposed rule changes. Existing communications, supervision, and recordkeeping requirements remain in effect.

Member firms emphasized the importance of human oversight of AI-generated content and marketing across influencers, video, and emerging platforms while closely collaborating with business, compliance, and governance teams.

💡 Top Takeaways:

• Review supervision practices while monitoring FINRA developments.
• Strengthen oversight of emerging platforms and third-party content.
• Enhance cross-team collaboration and compliance training.

Younger Investors Are Redefining Digital Engagement

As wealth shifts across generations, engaging with younger investors early builds trust and the opportunity to offer relevant financial guidance.

Gen Z and Gen Alpha increasingly seek information through digital channels and expect highly personalized and authentic experiences. Easily discoverable video, social media, and advisor-led content can demonstrate an understanding of clients’ needs at different life stages before the first conversation.

💡 Top Takeaways:

• Engage younger investors early with relevant financial guidance.
• Make advisor-led video and social content relatable and easy to discover.
• Tailor digital outreach to younger investors’ key financial milestones.

Personalized Marketing Drives Measurable Growth

For advisors focused on growth, personalization is no longer optional. Clients expect outreach that reflects their interests, goals, and life events.

The SIFMA fireside chat highlighted the gap: 42% of investors expect a personalized experience, yet 85% of advisors struggle to find time for their marketing, according to research from Broadridge Advisor Solutions.

The opportunity extends beyond new clients. The discussion highlighted that 72% of high-net-worth clients’ investable assets are held away from their advisor, making stronger household relationships an important avenue for growth.

Every message should answer a key client question: Why does this matter to me?

💡 Top Takeaways:

• Personalize content to reflect clients’ interests and life events to create relevancy.
• Help advisors start small with practical, easy-to-use marketing tools.
• Deepen household relationships to uncover held-away assets.

Technology alone does not drive meaningful engagement. By combining digital innovation with personalized content, human connection, and responsible oversight, firms and advisors can better understand and meet client needs while building stronger, lasting relationships.