Three trends to watch from Future Proof Festival

Future Proof Festival 2025 was bigger than ever; earlier this month, more than 5,000 financial advisory and wealth management leaders came together at Huntington Beach, Calif., to connect and collaborate on shared challenges and opportunities.

Over three days of inspiring sessions, high value Breakthru opportunities and authentic networking, three trends emerged as top of mind for the financial advisory industry. These themes include leveraging technology for advisor satisfaction and growth, connecting with the next generation of investors and better serving women.

The role of technology for advisor satisfaction and growth

There were many energized debates around the role of technology when it comes to efficiency, growth and advisor satisfaction. Michael Kitces’ session “Trends in Advisor Technology: The Latest from Kitces Research," delved deep into this topic. During the session, Kitces shared recent research that revealed the five key drivers of advisor satisfaction with their technology are integration, incorporation, autonomy, nimbleness and intentionality. The firms that were the most sophisticated in terms of integration, incorporation and intentionality correlated to higher advisor satisfaction.

However, perhaps counterintuitively, the study also found that higher technological satisfaction did not necessarily mean greater advisor productivity. Instead, the technology that aimed to create more quality investor experiences – instead of simply enhancing efficiencies – is what actually moved the productivity needle. The idea is that firms that leverage technology to create more meaningful client interactions can grow not by adding many low-value clients, but by expanding relationships and value with existing ones.

As financial advisory firms are challenged to boost productivity and grow, those who invest in the technology that drives impact – not just for time savings but for enhancing the investor experience – will be well positioned to boost advisor satisfaction and scale. While the importance of time and efficiency savings can’t be understated, it’s also imperative to focus technology resources on deepening client relationships.

Firms compete for the next generation of investors

As The Great Wealth Transfer looms, many firms are attempting to attract the next generation of investors, including HENRYs (High Earning Not Rich Yet). Establishing solid relationships with this group now will increase the likelihood of the financial advisory firm being able to grow with the investor as they accumulate wealth and have more complex needs.

However, this is easier said than done. These individuals tend to gravitate toward digitally optimized solutions but also have high expectations for personalized experiences and meaningful guidance. This is another example where technology is needed to both save time and enhance the investor experience. While this group will demand intuitive digital experiences, human connection and tailored insights are equally important.

The need to better serve women – and the progress being made

During last year’s Future Proof, it became exceedingly clear that advisors must be doing more to attract and retain female investors. Even though women are poised to control $34 trillion in the U.S. by 2030, representing 38% of all investable assets, according to McKinsey & Company, most firms still fail to properly engage with this critical audience. The urgent need to form stronger female relationships was reinforced at this year’s event – but it was also extremely promising to see that progress is being made.

For example, RFG Advisory launched StrongHer Money, a growth accelerator program designed to equip advisors with the training, resources and supportive community to attract, win and serve female clients at all life stages. Firms that take proactive steps – such as tapping into valuable resources such as these, shifting how they approach and engage women and redesigning client journeys to better meet their unique needs – will be much better positioned to form stronger, lasting relationships with female investors.

This year’s Future Proof Festival once again created a unique community where people came together to brainstorm and collaborate on how to improve the industry and more efficiently deliver advice. Walking away from the event, it was clear that in order to remain competitive and grow, firms must be willing to acknowledge current trends and then embrace intentional shifts. Those who leverage technology with the advisor experience in mind, adjust their strategies to better connect with the next generation and take proactive steps to better serve women will be well positioned for success.