Cost-of-living crisis driving younger generations towards professional financial advice, says Continuum

Plymouth (15/06/23) – The cost-of-living crisis is pushing more under 50s towards taking professional financial advice, according to national IFA partnership Continuum.

The cost-of-living crisis has increased the awareness of the benefits of financial planning amongst younger generations, with many under 50s taking professional financial advice for the first time.

The crisis has not only made younger generations more conscious of the state of their finances, but has also seen more older clients of the Continuum partnership looking to include members of their family in their financial planning as they look to help out younger generations.

Over the past year, Continuum has seen many new clients coming to the firm through older generations of their family.

Martin Brown, Managing Partner at Continuum said: “The Coronavirus pandemic left clients more open to including family in meetings with their Continuum adviser. This trend has only been exacerbated by the cost-of-living crisis, with older generations often looking to help members of their family where they can.

“As a result we have seen many younger family members become clients in their own right.”

The national IFA partnership now has over 63% of its client base under the age of 60.

Currently one in five of Continuum’s clients are under the age of 50.

Mr Brown continued: “At Continuum we strongly believe that financial advice is for everyone, and to make this a reality it is vital for the financial advice industry to address the advice gap.

“Financial advice should not just be for older, wealthier clients. But to achieve this the advice industry not only needs to attract more talent, but this talent needs to be representative of the clients they seek to work with.”

Continuum believes that as an industry it is important that advice firms do what they can to level the playing field and attract more female talent.

The gender pay gap in financial services currently sits at a whopping 26.6%, in comparison to 12.1% across all industry sectors, with little change seen over the past 3 years.[1]

Continuum currently has no gender pay gap.

The freedom that national partnership models bring in terms of flexible working and business ownership, can help attract more female talent to the industry by closing the adviser gender pay gap.

The Continuum partnership sees a constant flow of high-quality female advisers looking to join the national IFA firm, often attracted by the flexible working, sense of business ownership, and strong growth of the brand.



Editors Notes – About Continuum

Continuum, headquartered in Plymouth, was established in 2014 by founding partner, Martin Brown, as a National IFA brand to offer a modern, new financial advice experience.

The business focuses on creating a three-way partnership between Continuum, the adviser and the client, in an environment where each party can only succeed and grow if the other parties also succeed and grow.

By educating customers through an award-winning financial education programme and offering our clients a loyalty programme, Continuum develops long-term relationships strongly endorsed though market leading Net Promoter Scores – most recent customer survey in November 2022 delivered a score of +98.5.

An in-house discretionary model portfolio service, My Continuum Wealth, was initiated in July 2021 to offer an exclusive MPS (Model Portfolio Service) to Continuum advisers.

Continuum now holds assets under influence in excess of £1.7 billion.

In December 2020 Continuum was awarded ESG kitemark (ESGmark) accreditation in recognition of its business approach of Environmental, Social Responsibility and Governance matters.

Continuum is a trading name of Continuum (Financial Services) LLP which is authorised and regulated by the Financial Conduct Authority. Continuum (Financial Services) LLP is a Limited Liability Partnership




Katherine Mitchell       07917 855881             [email protected]



[1] PWC Gender Pay Gap and Diversity reporting in the Financial Services Sector 2020/21

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