Asset Managers Turn to Finfluence to Win Gen Z

Asset managers are confronting a generational reset as wealth and influence move toward digital-native investors. Boston Consulting Group estimates nearly $124 trillion will change hands in the U.S. through 2048. Some 30% of Gen Z begin investing in early adulthood, compared with 6% of Baby Boomers. Their reliance on mobile platforms, social media and YouTube is forcing firms to rethink distribution, financial education and how they establish trust.

In its Global Asset Management Report 2026, released April 28, BCG said European neobrokers had surpassed €150 billion in assets in 2023, while retail investors generated roughly 20% to 25% of daily U.S. equity trading. A separate FINRA Investor Education Foundation study published April 2 found 61% of investors aged 18 to 34 had acted on recommendations from a social-media personality. The findings strengthen the case for compliant, education-led Finfluence strategies that pair credible creators with mobile-first tools.