Younger investors, coming of age in a social media world, are increasingly expecting digital-first communication from wealth managers.

Investor relations (IR) has traditionally revolved around quarterly reports, earnings calls, and in-person meetings. However, as Generation Z emerges as a significant force in the investment landscape, these conventional approaches are undergoing transformation.

Born between 1997 and 2012, members of Gen Z are characterised by their digital nativity, social consciousness, and demand for transparency and immediacy in their interactions, including investments.

For family offices and private bankers, these changes present both challenges and opportunities. A recent report by consultancy Hardman & Co revealed that more than half of UK Gen Z individuals, aged between 17 and 27, are already investing, compared to just 30 per cent of Generation X (aged 44 – 59). Entering the investment arena earlier, Gen Z is influencing how companies engage with investors, emphasising artificial intelligence (AI), personalisation and social investing. Firms that fail to adapt risk losing relevance in a rapidly evolving, data-driven world.

Gen Z have grown up with smartphones, social media and on-demand information, transforming how they consume financial content. They prefer streamlined, digital-first experiences and engage with financial education through platforms like YouTube, TikTok, Reddit, and X. Unlike previous generations, they demand flexibility and efficiency, expecting information to be accessible when and how it suits them.

This expectation extends to events. Gen Z are not interested in attending in-person events just for tradition’s sake, but they will engage when the experience is online, frictionless and valuable. Rather than committing to an entire day, they might check an agenda on their commute, drop in on a session online, or network with AI-recommended attendees between meetings.

At the event itself, they expect seamless scheduling and easy access to relevant content. After the event, they want to continue engaging, catching up on recorded sessions on demand and following up with connections effortlessly. Today’s technology meets these expectations by offering a fully integrated, digital-first approach to events, ensuring that attendees can engage when and how it suits them.

Global trends

The evolution of investor relations is not only being driven by Gen Z’s digital-first preferences but also by broader global trends reshaping the investment landscape. Family offices and private banks are increasingly embracing AI-driven personalisation, professionalisation and diversification to meet the demands of a more sophisticated, globally connected audience. As private equity and direct investments continue to grow in popularity, there’s a parallel surge in interest toward socially responsible and impact investing, particularly among younger investors.

Technological advancements, especially AI, are empowering wealth management firms to offer hyper-personalised experiences, much like the customisation Gen Z expects from platforms like Netflix and Spotify. Additionally, the rapid adoption of AI tools by investor relations teams is enabling real-time engagement and community-building, critical for appealing to Gen Z’s preference for seamless, on-demand interaction. Knowledge AI (KAI) technology, for example, provides personalised exhibitor recommendations, matchmaking with like-minded investors and curated agendas, enhancing engagement.

Firms that fail to adapt to these trends risk losing relevance, not just with Gen Z, but with an increasingly diversified and tech-savvy global investor base.

Beyond AI, Gen Z is reshaping investing through community-driven decision-making. Platforms like Reddit’s r/WallStreetBets exemplify how social investing can influence markets. Companies that facilitate peer-driven engagement will foster stronger investor loyalty and trust.

Networking and investor engagement platforms must evolve to support this shift by fostering community-building and collaboration. AI-powered event technology enables investors to discover and connect with peers who share similar investment philosophies. Companies that facilitate this kind of peer-driven engagement will foster stronger investor loyalty and trust, positioning themselves as forward-thinking leaders in an increasingly digital financial landscape.

Gamification innovation

To effectively engage Gen Z investors, family offices and private bankers must rethink communication and relationship-building by embracing digital-first, personalised strategies. This includes creating short-form, visual content through videos, infographics and interactive dashboards on platforms like TikTok, Instagram Reels and YouTube Shorts to simplify complex financial topics.

Additionally, hosting interactive, on-demand events such as webinars and Q&A sessions, enhanced by AI tools like KAI for personalised session recommendations, is crucial. Firms should also prioritise real-time digital communication via social media, chatbots and messaging apps, actively engaging with audiences on platforms like X, LinkedIn and Reddit.

Moreover, integrating gamification and AI-driven insights, such as interactive challenges, simulated portfolios, and tailored recommendations, can empower Gen Z investors to make informed decisions without relying on traditional financial advisors.

Risks of falling behind

Family offices and private banks that fail to modernise their investor relations strategies risk alienating the next generation of investors. As fintech start-ups and AI-driven platforms disrupt traditional investment models, legacy firms that adhere to outdated methods will struggle to compete.

Moreover, a failure to embrace digital communication and personalisation can lead to misinformation, as Gen Z investors turn to unverified sources for financial advice. By actively engaging with this demographic through trusted platforms and transparent communication, wealth firms can maintain credibility and relevance in a rapidly evolving market.

Alex Hughes, co-founder, Totem Hybrid Events