The $124 Trillion Great Wealth Transfer

Psychographics Are the Key to Protecting and Growing AUM Across Generations

Over the next two decades, up to $124 trillion will move from Baby Boomers to Gen X, Millennials, Gen Z, and charitable organizations.
For financial institutions, this shift represents the largest retention risk—and growth opportunity—of our time.

Traditional demographic-based strategies are no longer enough. To retain assets, acquire heirs, and win new relationships, firms must understand why clients think, decide, and act the way they do.

This executive whitepaper explains how financial psychographics unlock persuasive personalization at scale—before assets walk out the door.

Download Whitepaper

What This Whitepaper Delivers

✔ The true scale and timing of the $124 trillion transfer
✔ Why generational stereotypes sabotage retention
✔ How psychographic differences shape investing, planning, and trust
✔ Where the biggest AUM risks—and opportunities—exist today
✔ How leading firms are preparing for multi-generational continuity
✔ Why Psychographic AI is essential for persuasive personalization at enterprise scale

1734613179263 About the Author
Brent Walker is Co-Founder and Chief Strategy Officer of Psympl, where he leads strategy, psychographic intelligence, and the application of Psychographic AI™ to persuasive, compliant personalization across regulated industries.

Prepare for the Greatest Wealth Shift in History

The Great Wealth Transfer isn’t coming—it’s already underway.

Firms that act now will retain assets, deepen relationships, and grow across generations.

Those that don’t will watch wealth walk away.