The great wealth transfer
A video interview series that investigates how the so-called great wealth transfer is shifting financial power to women and reshaping wealth planning, investment advice and client-adviser relationships
In partnership with Capital Group
Year
2025
Client Brief
Capital Group wanted to explore the idea of the great wealth transfer, and how shifting wealth dynamics between generations are affecting financial attitudes, behaviour and advisory services. This large-scale transfer of assets from older generations to younger generations could be set to shift financial power towards women, which could reshape expectations around advice, planning and the client-adviser relationship. The videos would encourage a broader conversation about whether the investment industry is evolving quickly enough to meet the needs of this changing investor base. The aim was to show how Capital Group is part of a wider conversation about inclusion and evolving investor expectations.
Our approach
Our video series highlighted the growing influence of female investors while addressing some of the unfair practices women continue to face within financial systems and advisory relationships. Using expert perspectives and interview-led storytelling, the campaign explored changing attitudes towards wealth, investment and financial empowerment. The result was a contemporary discussion about gender, wealth and the future of financial advice.
