Zeroing in on Gen X and millennials, advisors get innovative | CNBC by Deborah Nason

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Advisors focused on Generation X and Generation Y clients are blazing trails—creating new fee and service models to serve this demographic—and they’re excited about the potential of this large and untapped market.

Members of the Gen X demographic, roughly 37 to 48 years old, and Gen Y, or the millennial group (ages 19 to 36), number in the tens of millions—and they want and need financial guidance.

“Where the industry zigged, we zagged. It made good sense to serve the underserved,” said Andy Seth, a member of Gen Y, at age 36, and managing partner of LotusGroup Advisors, which has a primary focus on these two groups. “Most of their options are brokers.”

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