In an era when financial priorities are being reshaped by cultural shifts, economic uncertainty, and digital transformation, the wealth sector is facing a critical challenge: how to engage an audience whose definition of success looks nothing like it did a generation ago. We recently hosted a thought-provoking breakfast panel, Wealthy Competition: The Race for New Audiences, to unpack this evolving landscape.

Our panel featured:

• Tom Johnson, MD at Trajectory
• Georgia Taylor, Financial Educator and Advisor
• Benedict Kingsmill, Business Lead – Financial Services at LinkedIn
• Moderated by Katie Spreadbury, UK CEO at Vested

Here are some key takeaways from the conversation:

The Changing Definition of Wealth

Wealth is no longer just about accumulation. As Georgia pointed out, post-Covid attitudes have shifted and many consumers now prioritise time, flexibility and freedom over traditional markers of affluence. Benedict introduced the concept of “time millionaires”, while Tom spoke to growing polarisation and the fluidity of life events across all generations, redefining what financial planning looks like.

Retirement isn’t Binary

Retirement is increasingly a phased journey, not a fixed endpoint. People are working later, retraining, and “unretiring” for purpose or passion. With longer lifespans and changing family structures, wealth is being transferred later and often skipping generations entirely from grandparents directly to grandchildren.

Trust: The Old Constant

Across the board, trust remains a critical factor, but how we earn it is changing. Benedict highlighted how brands can no longer rely on heritage or size alone. Instead, it’s about being visible, human and helpful. Georgia shared that her warmest leads come from Instagram, where long-term, personal content builds connection. The key takeaway – people trust people, not faceless brands.

AI, Authenticity and Risk

AI came up throughout the session, from chatbot fatigue to segmentation challenges. Benedict warned against over-automation, emphasising the need to “iterate, test and learn” while protecting brand trust. Tom pointed out that public trust in AI is still low, and while AI can support content and triage, brands must embed it transparently and ethically. As Katie added, being “personalised” doesn’t mean being impersonal, it’s about getting your segmentation right, not just your subject line.

Always-On Relevance

One key thought from the morning was that brands must always be in the market. Financial decision-making doesn’t happen on a fixed timeline. Consistent, multi-channel content reduces that risk, builds trust, and helps ensure you’re on the shortlist before your audience even realises they’re ready to act.

Overall, one thing was clear: the traditional playbook for reaching wealth audiences no longer applies. Success now depends on a brand’s ability to adapt to new definitions of value, communicate with clarity and consistency, and build human-centred strategies that reflect the lives and expectations of modern investors. The race is on – and those who meet this moment with relevance, empathy and creativity will be the ones who win.