Recently, a close friend of mine told me about a financial analysis on investing that a private wealth firm had sent her. She read most of it, but it all seemed very technical and disjointed to her, and after spending over an hour sifting through the material she found herself wondering, “So what does all this mean to me?”

This feeling seems to be especially true among Millennials, yet I believe their sentiment merely epitomizes a trend impacting us all: exponential change, interdependency, greater complexity, and globalization—it’s just becoming incredibly hard to keep up with everything.

In light of this, let me suggest two related skill sets that today’s agile advisors need beyond technical expertise:

1. Self-awareness coupled with empathy
2. Framing coupled with innovative solutions

Millennials want an advisor who first and foremost connects with them—someone who cares about their story, and is willing to share their own. To make this sort of connection, you can’t lead with how competent you are; instead, you must demonstrate an awareness of who you are as it relates to this client. This connection is fundamental, and takes both time and empathy. Empathy means the connection has to be authentic, and the relationship has to feel intimate. (A brilliant hotelier I know says, “We can train for everything but genuine friendliness.”)

Within the context of this closer and connected relationship, the advisor must be more innovative in how he/she presents issues and helps in creating solutions. Unlike in days’ past, an advisor’s value lies less in having information, and more in the framing of that information in a way that meets the customized needs, values, and goals of the specific client. In my practice, we invest tremendous energy in framing what the client needs, presenting things in the manner they desire, and co-creating solutions with them. This is much more similar to the mindset of a fitness coach than, say, a typical accountant’s annual report.

Agile advisors who can create an intimate and innovative relationship with their clients can thrive in this challenging environment—not only with Millennials, but with all generations. It’s what I aspire to be, and what I seek in an advisor. 

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About Greg McCann 

Greg is the founder of the consulting firm McCann & Associates and founder and director (1998-2006, 2009-2014) of Stetson University's Family Enterprise Center. He speaks, writes, consults and teaches on the family enterprise. For more on Greg’s firm, visit www.gregmccannspeaks.com.