WealthTech in 2025: staying ahead in a rapidly-evolving market

The wealth management industry is facing disruption from many angles and at unprecedented pace, driven by generational change, technological breakthroughs, and increasing client demands for a digital-first, personalised experience.

For WealthTech firms aiming to carve out visibility and trust in this environment, it’s not enough to merely communicate product features. The story, as with any successful marketing narrative, must focus on solving real, high-stakes problems with cutting-edge clarity.

The new landscape: next-gen and AI
Recent industry intelligence underscores just how fluid the client base has become. A Capgemini survey of millennial millionaires has revealed that half had already relocated their primary tax residence, or plan to, in 2024 to 2025. 81 percent of heirs expect to switch wealth firms within two years of inheritance.

This volatility demonstrates that WealthTech providers must deliver multigenerational solutions that retain next‑gen clients regardless of geography. They also must communicate clearly the benefits of their recommended strategies to ensure their principal client and family members have a long-term path that every generation buys into.

Technology also drives next-gen behaviours. At a time when AI, blockchain, and other digital solutions are evolving at pace, younger generations are seeking ways to embrace this technology to their advantage.

WealthTech firms should build this technology into their operation as standard. But they should also be able to demonstrate the benefits of technology to their clients and why their own approach is unique and powerful.

WealthTech firms should embrace AI but do so with a purpose. By demonstrating meaningful benefits of AI within their platforms and delivering unique, powerful outcomes, WealthTech firms can significantly improve the conversion rate among all clients, but next-gen clients especially.

Core areas where WealthTechs are using AI to differentiate themselves and deliver value include:

Generative AI
Deploying GenAI for smarter, more efficient workflows. Improving complex, paper-based or even digital workflows into smooth, joined-up operations.

Hyper-personalisation
Thanks to advances in AI, data analytics, and cloud infrastructure, WealthTechs can now deliver customised strategies at scale, meeting the expectations of individual clients across segments. This is not only a ‘wow-factor’ for many clients but is becoming an expectation for next-gen clients especially. Businesses that get this right can demonstrate exceptional value and maximise retention.

Enhanced digital toolsets and intelligent automation
Platforms that integrate all client touchpoints — front, middle, back office—to deliver an end-to-end experience will gain significant attention.

Strategic data and AI integration
The ability to unify customer relationship management (CRM) data, adviser interactions, behavioural signals, and external insights into actionable ‘next best actions’ marks the difference between digital leaders and laggards. Data is not what matters: instead, personalised, relevant and meaningful insights from that data are the key to success.

Platforms that get this right, such as what is being built at Lightbox Wealth, stand to gain real traction in the space.

Ready to dive into the report and discover more about SK’s article? You can read and download the report online here.

Differentiating in a crowded field: how to stand out in the noise
Starting a business, even a technology-based one, is now easier than ever. The tools to understand clients’ needs and build solutions are all there for smart entrepreneurs to exploit.

As a result, the WealthTech space is saturated. However, this presents an opportunity as much as a challenge. A business that truly understands the client, and can demonstrate real outcomes, is the diamond in the rough.

Below are five strategies that, according to the global, wealth-focused marketing agency SK, deliver strong outcomes for wealth businesses.

Position against real pain, not hype
There are now over 100,000 AI tools in the world, up from 60,000 in 2024, and this creates challenges. First, solutions are being demonstrated for every specific niche in the world. Second, consumers are increasingly sceptical: with the excitement wearing off, rational thinking is overtaking the emotional. This means you need to deliver real, tangible benefits.

The wealth industry is a complex, multi-layered and regulated space that requires deep experience and careful thinking. Tools that merely, for example, mimic voices through audio patterns, or structure documents more rationally, are not enough.

To differentiate yourself, consider the specific needs of your audience. Research and understand them in depth. Look for the pain points that are not being solved and are unlikely to be solved quickly: build solutions and marketing campaigns around these to demonstrate that you are the answer to that problem.

Innovate to accumulate
It is vital to talk to the next generation. This means demonstrating trust and expertise—as has always been the case—but also demonstrating innovation. Every WealthTech must demonstrate that it is able to:

Build something now that improves the current landscape: This could be deeper insights, faster outputs, simplified processes, or any other benefits where a client can see tangible results.
Be flexible for both now and the future: This means being adaptable to changing needs and a changing landscape. Change is not slowing, so it is essential to build technology and craft an approach that enables your business to embrace these shifts.
Demonstrate a path forward: Without a clear vision—one that is immediately understandable and resonates—how can you be trusted as a long-term partner?
Be transparent: Sure, you are using AI, but what does that mean? What kind of AI is it—generative, contextual chat, or deep analysis of data points? Is it your AI, or are you using an API into someone else's? This builds trust and understanding.

Demonstrate credibility
This is an always-on message for marketing teams. Demonstrating trust points is critical. When a consumer is reviewing your business, they will always ask the age-old marketing question, ‘Why should I believe you?’. WealthTech firms must have an answer.

‘Because I’m an expert’ is not enough of an answer. Many people claim expertise, but expertise alone is not enough. You must showcase your wins, testimonials, case studies, and clients—not only through your owned platforms, such as your website and social media, but also through PR and alongside trusted partners.

Make use of those trusted partners. Although the digital revolution marches on, the wealth industry remains very relationship-focused. Enabling partners to introduce you, or simply add kudos to your reputation, can be a significant boon in building trust. This can be done through commercial partnerships, content plays ("such as podcasts, video, or social media"), product integrations, or co-branded research.

Tell data-driven stories
Storytelling is an ancient art, but to a sceptical audience, backing stories up with facts has never been more important. If you can cite metrics like onboarding time halved, adviser productivity tripled, or client retention rates doubled—storytelling grounded in numbers is a powerful converter.

Look at ways you can demonstrate the meaningful difference you provide, and lead on these numbers.

Leverage the introducer network
LinkedIn is a powerful platform and improving continuously. Use it to:

Work with your network to get re-posts and engagement with your content, dramatically improving brand awareness and growing your following.
Comment on relevant topics and accounts to raise awareness among your target audience where they already congregate.
Craft messaging strategies to reach your specific audience with insightful information, deals, and solutions.
Consider a LinkedIn newsletter—a format that can gain significant traction and build authority in your space.
Play the algorithms through video and animation, building a personality within your network.
Use data to understand your audience and content engagement and to customise Microsoft Search Ads to your benefit.

In summary
There are many more strategies for differentiation, reach, and conversion. They all fall into one of a few key categories: build authority, innovate, be flexible, utilise your network, and clearly solve problems. If you can build a product and marketing strategy around these goals, you are positioned well for the coming years.

Interested in reading the UK Toolkit 2025? You can read and download the report online here.

About SK
SK is a wealth marketing strategy agency which supports start-ups, SMEs and global corporations in building and adapting marketing strategies for success. It focuses on getting to understand its clients, their business, their market, consumers, history, goals, and vision for the future. It uses this knowledge to create and deliver tailored strategies that drive results.

For more information, visit sk.agency

About the UK Toolkit 2025
The UK Toolkit 2025 report examines the shape of wealth management in the UK today, and how industry participants are responding to the challenges and opportunities of this market. It features 14 articles contributed by a range of industry participants — including wealth managers, vendors, and consultants focused on financial services. It also showcases eight technology offerings relevant to the wealth management industry in the United Kingdom.

Our broader Toolkit Report Series covers thematic, geography and wealth manager segment-focused reports, each tasked with delving into the topics and supporting technologies of relevance to help wealth managers of all types better understand how they should bring technology into their business and in which areas.

If you wish, you can further refine your search by also selecting the relevant marketplace, business need and resource type

If you wish, you can further refine your search by also selecting the relevant marketplace, business need and resource type