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Pre-retirees in their 50s and 60s, a demographic ripe for financial guidance, often begin their advisory process lacking essential knowledge about their retirement readiness. Kieran Menzie, a senior financial adviser at Financial Foundations and spokesperson for the Financial Advice Association Australia (FAAA), underscores that this knowledge gap leaves many facing anxiety about retirement finances. Research supports that these concerns are widespread.
Menzie suggests leveraging social media as a powerful tool to bridge this knowledge gap. Initially seeing platforms like Instagram and TikTok as avenues for providing value and answers to common financial queries, Menzie inadvertently tapped into a potent client acquisition strategy. His social media endeavors not only added value but also expanded his client base, engaging an audience previously unaware of his services.
This transition from content creation to client interaction highlights social media’s potential to grow a client base while maintaining an adviser’s core mission. Beyond pre-retirees, Ben Nash from Pivot Wealth notes that clients engaged via social media often possess a stronger grasp of the advisory process, easing onboarding and enhancing the value derived from advice sessions.
Menzie echoes this benefit, viewing social media content as a natural extension of his advisory work. It not only alleviates stress at critical life junctures but also aids individuals and families in finding trustworthy financial advisers. Social media, once merely a channel for community value, now acts as a pathway to significantly improve financial literacy and client engagement.
Published:Thursday, 2nd Oct 2025
Source: Paige Estritori
