Marie Dzanis, senior vice president and head of funds and intermediary sales and services at Northern Trust’s (NasdaqGS: NTRS) FlexShares unit joined ETF Trends Publisher Tom Lydon at the Morningstar Investment Conference in Chicago on how financial advisors can work with varying age groups.

“Many advisors achieve success with great focus,” said Dzanis. “They’re very good with who they go after, their target audience. Their website aligns with that. Their communication plan aligns with their audience. Most advisors who are successful are highly focused on the mature generation transferring wealth to the Baby Boomers.”

Dzanis highlighted major differences between seniors and baby boomers, including risk-tolerance and divorce rates.

“It’s critical for them (advisors) to think about how they can open up communication, their access and their language to include those younger generations,” added Dzanis.

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