Within a decade, the Y and Z generations will have greater assets than all the other generations combined. And in the meantime, the older generations are also increasingly opening towards the digital world, hence the competitiveness of investment companies will be ever more dependent on how much they can reach customers via digital channels, said Bálint Fischer, Head of Innovation at Dorsum, in an interview with Portfolio.
First of all, more than 50% of global assets will be held by the Y and Z generations within the next ten years. There is an enormous shift of wealth in progress. Also, the X and the baby boomer generations are also gradually “becoming” the Y generation, i.e. they also use electronic channels. Secondly, surprising it may be, when it comes to choosing an investment, returns are merely the second most important factor for the Y and Z generations. The priority is the digital customer service and digital customer experience which they got used to every day when the scroll down on Facebook or surf on Amazon or Netflix.
The third trend is that we in the world of investments insist on conversing with flash and blood experts that we confide in. The role of the consultant here is much more important than in most digital processes. The cornerstone of our way of thinking is rooted in these three trends. We want to build a digital ecosystem that encompasses the entire spectrum of investments, and which has the capacity to provide the best possible information to customers to make sure they understand this world and fear it less.
It is important to create the opportunity for investors to conduct their own research, and keep the consultant inside the process all the way in a digital manner, via video conferences, chats, phones with built in recording capability, rapidly downloadable documents that the customers can sign by biometric identification on their mobile, for instance. This is what we call a hybrid servicing model, in which the customer, the consultant and the technology used form a single ecosystem together.
The Hungarian version of the article can be read here.