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EMARKETER

Winning the Great Wealth Transfer in Wealth Management

How Banks Can Leverage Digital-First Platforms, AI, and Alternative Assets to Compete Against Fintechs

Report by Myra Thomas  |  Sep 15, 2025
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Table of Contents
Executive Summary
Next-gen investors need a blend of digital autonomy and human guidance
Earning investor trust is key to capitalizing on the benefits of AI-driven hyper-personalization
From private credit to crypto, alternative investments will continue to gain traction with retail investors
Recommendations for banks
EMARKETER Interviews
Sources
Media Gallery
About This Report
The $106 trillion Great Wealth Transfer is creating new investors who bypass legacy advisors and favor digital tools and alternative assets. To stay competitive, banks must innovate—or risk ceding the future of wealth to nimbler fintechs and robo-advisors.
Topics
Financial Services
Wealth & Asset Management
Wealth Management
US
Table of Contents
Executive Summary
Next-gen investors need a blend of digital autonomy and human guidance
Earning investor trust is key to capitalizing on the benefits of AI-driven hyper-personalization
From private credit to crypto, alternative investments will continue to gain traction with retail investors
Recommendations for banks
EMARKETER Interviews
Sources
Media Gallery

As low-cost fintech platforms woo younger investors who are set to inherit unprecedented wealth, banks face a pivotal moment in wealth management. GenAI is hyper-personalizing service for banks, but clients are wary. Success hinges on balancing digital autonomy with human guidance.

Key Question: What major trends can banks leverage to capture the next generation of wealth management clients?

Key Stat: A monumental $106 trillion in wealth will transfer to US heirs by 2048, with Gen Xers, millennials, and Gen Zers standing to inherit 94%, per 2024 data from Cerulli Associates.

Younger Generations Will Inherit 94% of the $106 Trillion in US Wealth Being Passed Down Through 2048
E-Mail ChartDownload

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

8charts

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2expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Next-gen investors need a blend of digital autonomy and human guidance
    3. Earning investor trust is key to capitalizing on the benefits of AI-driven hyper-personalization
    1. From private credit to crypto, alternative investments will continue to gain traction with retail investors
    2. Recommendations for banks
    3. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    Younger Generations Will Inherit 94% of the $106 Trillion in US Wealth Being Passed Down Through 2048Younger Adults Aren't Happy With Their Financial Planning, but Few Turn to Experts for Help
    Gen Z and Millennials Value Mobile Retirement Planning Tools More Than Older GenerationsMost Wealth Management Clients Trust Human Advisors More Than AI-Driven Tools
    The Majority of US Adults Are Comfortable With Financial Advisors Using AI for a Variety of TasksUS Retail Investors Are Expected to Increase Their Private Capital Allocations Exponentially
    Younger Investors Trust Traditional Markets Less Than Older Ones—and Alternatives MoreGen Zers Are More Comfortable Investing in Crypto Than the General US Population

    Interviewed for This Report

    Elias Kruger
    Long-Range AI Consulting
    Managing Principal
    Interviewed August 8, 2025
    Theodora Lau
    Unconventional Ventures
    Founder
    Interviewed August 18, 2025

    authors

    Myra Thomas

    Contributors

    Lauren Ashcraft
    Kyndall Krist
    Senior Copy Editor
    Penelope Lin
    Director, Data Visualization
    Tiffani Montez
    Amy Rotondo
    Director, US Research
    Matt Torpey
    Senior Chart Editor
    Emman Velasco
    Chart Editor
    Julia Woolever
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