eMoney Advisor Introduces the “FlexGen,” A New Generation of Planning-Led Advisors

  • New research finds that FlexGen Advisors embrace change, challenge
    conventions and adopt flexible processes
  • FlexGen Advisors see business growth too, reporting, on average, a
    24 percent increase in AUM last year compared to their peers who saw a
    14 percent increase

(eMoney), a leading provider of planning-led wealth
management solutions, today announced initial findings from the FlexGen
Research Study1, co-developed with Fidelity. eMoney CEO Ed
O’Brien shared highlights from the study during his keynote presentation
titled “Rise of the FlexGen” to kick off Day 1 of the 2018 eMoney
, the industry’s premier event for planning-led financial
advisory professionals.

O’Brien explained that there’s a new type of advisor leading the
industry today, and they’re experiencing rapid business growth. They
have a fresh mindset and view opportunities where many traditional
advisors may see challenges.

To determine the attitudinal differences and practices driving change in
the industry, Fidelity surveyed 458 financial advisors using a survey
co-developed with eMoney. Of the advisors surveyed, 45 percent shared
characteristics that eMoney and Fidelity identify as “FlexGen.” These
advisors are adaptable, future-ready, focused on delivering a great
client experience, and utilizing technology more often to achieve these

According to the study, FlexGen Advisors are more likely than other
advisors to agree that they:

  • Embrace change (82% vs. 45% of other advisors)
  • Love learning (96% vs. 84%)
  • Challenge conventions (87% vs. 61%)
  • Are forward-thinking (96% vs. 79%)
  • Are nimble (86% vs. 55%)

More details of the FlexGen Research Study will be available later this
year. Additional highlights of the study include:

  • FlexGen Advisors reported, on average, a 24 percent increase in AUM
    last year compared to their peers who saw a 14 percent increase.
  • FlexGen Advisors are nearly two times as likely than their peers to
    offer a unique service model to differentiate their business with 81
    percent of FlexGen Advisors citing this capability (vs. 44% of their
  • They also more often cite planning as a viable way to differentiate
    their practice (91%) versus their peers (69%).
  • FlexGen Advisors are more actively adopting technology in their firms
    and more likely to be future-ready with 60 percent considering
    themselves early adopters of technology compared to 26 percent of
  • FlexGen Advisors more often plan to target underserved segments in the
    next year, including women, millennials and minorities – 42% plan to
    do this vs. just 22% of their peers.
  • FlexGen Advisors more often provide clients with an interactive
    experience (82%) than their peers (47%).
  • And 65 percent of FlexGen Advisors have a marketing plan in place
    compared to just 35 percent of their peers.

“FlexGen advisors are delivering an outstanding experience for their
clients and helping them achieve their life goals, all while deepening
relationships and delivering value,” said Tricia Haskins, vice
president, digital strategy & platform consulting, Fidelity
Institutional. “These firms have a distinct culture – from loving
learning, challenging conventions, being nimble – and they are
anticipating and addressing evolving investor needs. They are delivering
an interactive experience and embracing the promise of technology – and
they are seeing results.”

“FlexGen Advisors are changing the landscape of the financial planning
industry,” said O’Brien. “They view change as opportunity for growth and
understand their success relies heavily on adapting their business
models to meet the evolving needs of both current and future clients.”

The three-day eMoney Summit, appropriately themed “Rise of the Flex
Gen,” hosts 1,000 attendees at the JW Marriott in Orlando through
Wednesday. Attendees have various opportunities to learn how they can
join the FlexGen movement. In addition to multiple keynotes and breakout
sessions, a FlexGen Power Hour is scheduled for 8 a.m. tomorrow, Oct. 9,
featuring seven of eMoney’s FlexGen Advisors who will share best
practices on how they have successfully evolved their business models.

To view the 2018 eMoney Summit agenda or find more information, please
visit https://info.emoneyadvisor.com/summit-2018.

For real-time updates on the eMoney Summit, follow eMoney on Twitter (https://twitter.com/eMoneyAdvisor)
or search the hashtag #eMoneySummit18.

About eMoney Advisor

eMoney Advisor, LLC (“eMoney”) is a leading provider of scalable wealth
management solutions for financial professionals, firms, and enterprises
of all sizes. Rooted in collaborative financial planning, eMoney’s
solutions enable financial professionals to build stronger client
relationships, streamline business operations, and drive revenue and
growth. With more than 600 passionate, innovative, and dedicated
employees in three locations—including its headquarters in Radnor,
Pa.—eMoney is transforming the wealth management experience for 50,000
financial professionals and 2.1 million end-clients nationwide. For more
information, please visit: www.emoneyadvisor.com.

About Fidelity Investments

Fidelity’s mission is to inspire better futures and deliver better
outcomes for the customers and businesses we serve. With assets under
administration of $7.3 trillion, including managed assets of $2.6
trillion as of August 30, 2018, we focus on meeting the unique needs of
a diverse set of customers: helping more than 28 million people invest
their own life savings, 23,000 businesses manage employee benefit
programs, as well as providing more than 13,000 financial advisory firms
with investment and technology solutions to invest their own clients’
money. Privately held for 70 years, Fidelity employs more than 40,000
associates who are focused on the long-term success of our customers.
For more information about Fidelity Investments, visit https://www.fidelity.com/about.

eMoney Advisor LLC is a Fidelity Investments company and an affiliate of
Fidelity Brokerage Services LLC and National Financial Services LLC.
eMoney Advisor LLC offers: Consolidated Data, Insights + Analytics,
Performance Measurement, Fee Billing, and Proposal Generation. Fidelity
Clearing & Custody Solutions® provides clearing, custody, or other
brokerage services through National Financial Services LLC or Fidelity
Brokerage Services LLC, Members NYSE, SIPC. 200 Seaport Boulevard, Z2B1,
Boston, MA 02210. © 2018 FMR LLC. All rights reserved. 861047.1.0

1 2018 Fidelity Financial Advisor Community – FlexGen Study

The FlexGen Research Study was an online blind survey (Fidelity was not
identified) and was fielded from July 30th through August 8th,
2018. Participants included 458 advisors who manage or advise upon
client assets either individually or as a team, and work primarily with
individual investors. Advisor firm types included a mix of banks,
independent broker-dealers, insurance companies, regional
broker-dealers, RIAs, and national brokerage firms (commonly referred to
as wirehouses), with findings weighted to reflect industry composition.
The Study was conducted by an independent firm not affiliated with
Fidelity Investments. eMoney collaborated with Fidelity on the
development of the survey used in the study.


For eMoney Advisor, LLC
Nicholas Koulermos,
Fidelity Investments
Nicole Abbott, 201-915-7548


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