In 2025, advisors continued to adopt advanced investment solutions — including risk management products — and embraced innovative technologies like AI and automation to help scale their practices more effectively. At the same time, many advisors spent considerable energy helping clients stay focused and disciplined amid periods of market uncertainty earlier in the year.
As we close out another strong year, the industry continues to evolve at a rapid pace. Looking ahead to 2026, advisors should be thinking strategically about how to grow, differentiate and deepen client relationships while remaining adaptable in an increasingly complex environment. Here are 10 actions worthy of consideration as you plan for the year ahead.
1. Make Financial Plans Truly Personal
Today’s clients expect more than cookie-cutter solutions. They want advisors who understand their unique financial situations, motivations, values and long-term goals. To deliver real value, financial plans must go beyond risk-based asset allocation. Use digital technology, AI tools and strategic partners to help scale your services — freeing up more time to focus on the nuanced planning challenges and life events that truly matter to each client.
2. Find Certainty In An Uncertain Retirement Landscape
Ongoing concerns about inflation, interest rates and geopolitics continue to shape market behavior, particularly for clients nearing retirement. For those seeking greater financial certainty, consider introducing guaranteed income solutions. These strategies can provide protected income for life, help safeguard future income during market downturns, and offer flexible, tax-efficient investment options that support a more confident retirement outlook.
3. Include The Whole Family In Conversations
With an estimated $124 trillion in wealth expected to change hands through 2048, multigenerational planning is more important than ever. When adult children are invited into client meetings, set clear objectives and include them in discussions around estate strategy, wealth transfer and budgeting. Thoughtful preparation and facilitation can lead to productive conversations that inform, resolve issues, and even strengthen family relationships across generations.
4. Use AI Without Losing The Human Touch
AI is quickly becoming indispensable for advisors looking to scale operations and enhance client service. From scheduling and portfolio updates to note-taking and communications, AI can streamline many administrative tasks. As you integrate these tools into your practice, make sure technology is enhancing — not replacing — the empathy, judgment and personal connection that clients rely on during important financial decisions.
5. Get Comfortable With Alternatives
Interest in alternative investments among high net worth clients is expected to continue into 2026. Building expertise in this area can improve client satisfaction and help stabilize revenue. According to the 2024 Alts Institute Alternative Investing Survey:
- 78% of current alternatives investors want their advisors to talk with them more about alts
- 70% would start alts investing if their advisor recommended it
6. Broaden How You Think About Risk
Understanding a client’s risk tolerance is foundational to sound asset allocation — but it shouldn’t stop there. Advisors should also help clients consider other forms of risk, such as being underinsured, lacking sustainable retirement income, overconcentration in certain sectors, insufficient estate planning or viewing taxes as a one-time event rather than an ongoing strategy.
7. Upgrade The Client Experience — Digitally And Personally
In the year ahead, successful advisors will continue to balance strong personal relationships with innovative digital tools. When used thoughtfully, technology can enhance communication, improve efficiency and elevate service — creating a modern client experience where human insight and digital capability work seamlessly together.
8. Focus On New And Valuable Client Segments
As you look to grow your practice in 2026, consider expanding your focus into additional client segments. Prudential’s recent 2025 Global Retirement Pulse Survey found several interesting opportunities:
- Of mass affluents over 30, only 44% of Gen X can clearly picture their life in and path to retirement
- For mass affluent millennials over 30, 50% receive advice from a professional financial advisor
- Among mass affluent boomers, 29% currently include annuities as a core part of their retirement strategy
9. Run Your Practice Like A Business
Sustainable growth requires a clear strategy. Start by evaluating the composition of your book of business. If most of your clients are in the distribution phase, you may need to focus on engaging the next generation. If growth is a priority, the new year is an ideal time to build or refresh a thoughtful, disciplined marketing plan.
10. Be A Trustworthy Voice In A Noisy World
Financial advisors make a meaningful difference by building deep, trusting relationships — helping clients overcome fear, build confidence and take prudent action amid constant noise and uncertainty. As you head into the new year, make sure you’re fully leveraging the tools, guidance and solutions available to help clients protect what they have worked so hard to build and stay focused on what truly matters.
Pat Hynes is the President of Prudential Advisors, with a network of over 3,000 financial professionals.
