We Must Have More Advisors

What You Need to Know

More Americans want to work with financial advisors.
The number of life insurance agents has been falling for years, and the average age of all types of advisors is rising.
Tim Gerend’s idea: Show potential advisors that they can make clients’ lives better.

Today, too many Americans continue to feel uncertain about their financial future.

Over half of U.S. adults (54%) are anxious about their finances, according to my firm’s annual Planning & Progress Study.

And unfortunately, many are not where they should be to feel financially secure.

More than 60 million Americans lack life insurance or are underinsured, creating a $12 trillion gap in protection and generational wealth.

To bridge this gap and help more people build their wealth through planful investing, we must come together to address an immense challenge: dramatically growing the advisor population to meet a growing client demand for financial planning in traditional and underserved markets.

The good news is this: Americans are more open than ever to working with financial advisors to build financial security through robust financial plans.

Our study found that 62 percent of Americans believe their financial planning needs improvement and nearly one in five said they didn’t have financial plans or a financial advisor pre-pandemic but are now working with an advisor or planning to engage one.

This is a golden opportunity for financial advisors, and for the industry to expand its impact and help millions of people who have a desperate need for financial security.

However, the hard truth is that there simply are not enough financial professionals to meet this growing demand.

Total industry advisor headcount has been stagnant for years.

LIMRA says the number of affiliated or career life insurance agents has steadily declined over the past two decades, and according to J.D. Power, the average age of a financial advisor has climbed to 57.

Some believe that technology is the answer.

While it is true that technology is both helpful and promising, it’s also become abundantly clear that “robo-advisors” alone aren’t leading people to financial security.

For example, fin-tech insurers are struggling to acquire clients at a reasonable cost and they are finding that most consumers want and need to talk to a person at some point in the process.

Ultimately, financial planning is a people business, and we need more advisors in more markets serving more types of clients.

It also isn’t a problem that we can compete our way out of.

Too often in our industry, company growth strategies are focused on recruiting talent from other firms rather than organically growing and developing talent.

That’s a zero-sum game, and it doesn’t add the capacity that our industry and our prospective clients need.

Five Growth Strategies to Increase Our Impact

To unlock this possible golden age of financial advice, we need to transform ourselves as an industry to attract and develop the talent needed to guide clients today and tomorrow.

Here are five critical ways we can make tangible progress if we come together and work intentionally.

1. Foster and invest in leadership.

Distribution directors cannot drive growth from a corporate headquarters hundreds of miles away.