From Pickleball to Pop Culture: How to Actually Connect with Young Financial Professionals

If you're looking to connect with younger financial professionals (i.e. Millennials and Gen Z), you’ll need to take a different approach than what may have worked in the past. They show up differently in the industry, and they expect others to do the same. This isn’t a bad thing, in fact, it’s opening doors to more authentic, human connection in a field that’s traditionally been a little too buttoned-up.

Here are a few things I’ve learned (and am still learning) when it comes to building meaningful relationships with the next generation of advisors:

1. Meet Them Where They Are

This is more than just a physical location, it’s a mindset shift. Younger advisors are redefining what work and networking look like. Traditional happy hours? Not always the go-to anymore. The drinking culture is changing, and with it, so are the environments where connections happen.

Want to build real relationships? Try showing up at events that feel natural to them. For me, it’s been pickleball games, local women’s golf outings, and nonprofit volunteer events. For example, through pickleball, I’ve teamed up with other advisors I’d love to work with, and it’s amazing how much trust and connection can be built in just an hour as teammates.

These settings take the pressure off and create more room for genuine conversation.

And don’t underestimate digital spaces. These generations grew up online and they’re connecting on Instagram, TikTok, and group chats far more than on LinkedIn. If you want to be where they are, think beyond polished bios and job updates.

2. Respect How They Want to Communicate

The way we communicate in this industry is evolving fast. The old rules of formal, face-to-face meetings and long email threads? They’re giving way to shorter, more flexible, and often more human communication styles.

Some advisors prefer texting. Others lean toward short, emoji-filled emails that skip the “Dear so-and-so” and get straight to the point. Be willing to match their tone, pace, and medium, even if it’s not what you’re used to.

Also, respect their time. Younger professionals are often juggling a lot, and many prefer efficient digital communication over unnecessary meetings. Sometimes a quick email does the job better than a meeting or call, especially when it respects everyone’s time and keeps things moving.

3. Be Authentic in Your Touch Points

This one’s big: if you want to connect, you’ve got to show up as yourself.

Younger advisors are drawn to people who feel real. They remember the things that make you uniquely you, not just your insights on planning. For example, when I post about my experiences with dragon boat racing, Comic Con, or volunteering, I get far more engagement than when I post strictly about insurance. Those posts often open the door for deeper connections, and they make my professional content hit harder when I do share it.

Don’t be afraid to let people in. Share a personal story. Show vulnerability. Talk about something you're passionate about that has nothing to do with your industry. When people feel like they know you, the work conversations flow more naturally.

4. Use Your Superpower to Help Them Grow

One of the most meaningful ways to connect with younger professionals is to help them win, not just by sharing industry knowledge, but by supporting their overall growth.

Maybe you’re great at building a strong LinkedIn presence. Or you're staying ahead of the curve with AI tools. Or you’ve got experience presenting to clients and know how to command a room. Whatever your “superpower” is, find a way to share it. Help them polish their profile, learn a new tool, or build confidence in a skill they’re still developing.

It doesn’t need to be a formal mentorship, just a genuine offer to help in an area you know well. Helping in this way builds real credibility and opens the door for meaningful collaboration.

5. Let Your Passions Connect You, Not Just Work

We all know relationships in this business matter. But that doesn’t mean every conversation has to be about business. In fact, some of the strongest connections I’ve made with other advisors started with shared passions outside of work.

Talk about your hobbies, your community involvement, your favorite way to unwind. Whether it’s fitness, music, pets, or travel, these are the things that build trust and common ground. They create relationships that last longer than a single transaction or case.

Once the relationship is there, what you talk about matters. Younger advisors care about more than just production numbers, they want to talk about career growth, diversity in the industry, mental health, work-life boundaries, and impact-driven planning. These topics resonate deeply.

Generational life paths are shifting. Many younger professionals are prioritizing flexibility, experiences, and personal fulfillment in different ways than previous generations. It’s not always about checking off traditional milestones, it’s about building a life that feels aligned with who they are.

So, ask about what’s meaningful to them beyond the office.

Great conversation starters:

• Travel plans or bucket list trips

• Favorite local food spots or go-to coffee orders

• What they’re watching or listening to (TV, movies, podcasts, pop culture)

• Hobbies or weekend activities

• Their pets, seriously, people love talking about their animals

These conversations may seem simple, but they build real connection. They show that you care about them as a whole person, not just as a professional contact.

6. Find Your People

At the end of the day, relationships thrive when they are values-aligned. Younger professionals are intentional about who they spend time with. They’re looking for people who get them, who share similar energy, and who are invested in mutual growth.

So don’t try to connect with everyone. Find the people who light you up, who challenge you, and who you genuinely enjoy talking to. That energy is contagious, and it makes the work feel a whole lot more meaningful. If you ever feel like you’re bad at networking, you’re probably just not in the right room with the right people.

Final Thoughts

Connecting with younger advisors isn’t about being trendy, it’s about being real. Show up with curiosity, respect, and your full self. That’s where trust starts and where great partnerships are built.