Making connections with younger advisors

By Sam Steinberg

As an insurance advisor, I spend a bulk of my time making connections with financial professionals whose clients would benefit from risk management strategies. If you share the same goal, you must know that connecting with millennial and Generation Z advisors requires a different approach than what may have worked in the past. Younger advisors show up differently in the industry, and they expect others to do the same. This isn’t a bad thing; in fact, it’s opening doors to more authentic, human connections that facilitate long-term professional partnerships.

To start, knowing where to find these connections is the most important factor. Those of us seeking to build and foster real relationships with financial advisors must show up at events that feel natural to them. Traditional happy hours are not always successful anymore. For me, it’s been pickleball games, local women’s golf outings and nonprofit volunteer events. Through pickleball, I’ve teamed up with other advisors I’d love to work with, and it’s amazing how much trust and connection can be built in just an hour as teammates. These settings take the pressure off and create more room for genuine conversation.

We all know relationships matter in this business, which means some of the strongest connections you’ll make are based on shared passions. Whether conversations center on fitness, music, pets or travel, they build trust and common ground, creating relationships that last longer than a single transaction or case.

I also enjoy sharing my insight and industry expertise to help younger professionals advance their careers and support their overall growth.

Maybe you’re great at building a strong LinkedIn presence. Or you're staying ahead of the curve with artificial intelligence tools. Or you have experience presenting to clients and know how to command a room. Whatever your “superpower” is, find a way to share it. Help younger advisors polish their profile, learn a new tool, or build confidence in a skill they’re still developing. It doesn’t need to be a formal mentorship, just a genuine offer to help in an area you know well. Helping in this way builds real credibility and opens the door for meaningful collaboration.

Young advisors have different priorities

Do keep in mind that generational life paths are shifting. Many younger professionals are prioritizing flexibility, experiences and personal fulfillment in different ways than previous generations. Simply checking off traditional milestones is not enough; I’ve realized that building a life that feels aligned with who they are is a priority. Similarly, your connection with them must reflect that you care about them as individuals, not just as professional contacts.

For example, when I post about my experiences with dragon boat racing, Comic Con, or volunteering, I get far more engagement than when I post strictly about insurance. Those posts often open the door for deeper connections, and they make my professional content hit harder when I do share it. Don’t be afraid to let people in. Share a personal story. Show vulnerability. Talk about something you're passionate about that has nothing to do with your industry. When people feel like they know you, the work conversations flow more naturally. Younger advisors are drawn to people who feel real. They remember the things that make you uniquely you, not just your insights on planning.

A main part of making that genuine connection is being intentional in your communication. Formal, face-to-face meetings and long email threads are evolving to shorter, more flexible and often more human communication styles.

Younger professionals are often juggling a lot, and many prefer efficient digital communication over unnecessary meetings. Sometimes a quick email does the job better than a meeting or call. Some advisors prefer texting, while others lean toward short, emoji-filled emails that skip the “Dear so-and-so” and get straight to the point. Be willing to match their tone, pace and medium, even if it’s not what you’re used to, especially when it respects everyone’s time and keeps things moving.

Once you establish the relationship, fostering is all about being aware of what matters to the next generation of advisors. At the end of the day, relationships thrive when they are values-aligned. Younger professionals are intentional about who they spend time with. They’re looking for people who get them, who share similar energy, and who are invested in mutual growth.

Connecting with younger advisors isn’t about being trendy, it’s about being real. Show up with curiosity, respect, and your full self. That’s where trust starts and where great partnerships are built.