---
title: Emerging Investor Trends
description: Examine the mindset of affluent Gen X & Y investors, identify their unique approach to investing and perceptions of distributors and  providers.
---

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# Emerging Investor Trends

Evaluating the Unique Needs and Behaviors of Affluent Gen X and Gen Y Investors

Emerging Investor Trends™ examines the mindset of affluent Gen X and Y investors by identifying their unique approach to investing and perceptions of distributors, mutual funds, VA and ETF providers. A comparison with older investors provides deeper insight into how the needs and preferences of Gen X and Y are impacting the investor marketplace. The report addresses key differences among Gen X and Y investors and will help providers customize their offerings to maximize their profitability among this burgeoning segment.

## Areas of Inquiry

### Attitudes and Behaviors Toward Investing

- Top financial priorities
- Current investment market sentiment
- Impact of recent life events on financial decisions
- Preferred media sources for financial information

### Current and Anticipated Investing Behavior

- Gen X and Y product ownership and investable asset allocation
- Current and anticipated product activity (brokerage accounts, IRAs, 529 plans, checking accounts, etc.)

### Brand Awareness, Consideration Factors and Usage

- Brand metrics for investment account, mutual fund, ETF and VA providers
- Brand perception differences between Gen X and Y investors and their older cohorts

### Gen X and Y Investor Profile

- Employment status
- Investment risk tolerance
- Financial decision-maker status (sole vs. shared decision-maker)
- Engagement with financial advisors
- Trading activity levels (light, moderate and heavy)
- Proportion of monthly trades executed through an advisor vs. self-service online trading platform

## Value

### The report will enable subscribers to:

- Target Gen X and Y investors by addressing key differences in attitudes and behaviors, product usage, and brand preferences
- Customize product offerings and marketing outreach to maximize profitability among Gen X and Y investors
- Benchmark strengths and weaknesses among key competitors

## Methodology

A web-based survey among a representative cross section of over 2,000 US adults with investable assets of $100,000 or more.

Strict quotas are set to ensure a representative sampling and any/all necessary back end statistical weighting is applied prior to analysis.

## Subscription Details

### Publication Date: June 2014

### Deliverables:

- Detailed report including a summary of findings and strategic implications
- By request: Custom data cuts and survey work by senior analysts

### Investment: $7,500

### Request More Information

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