5 tips to connect with Gen X

There are about 65 million Generation Xers¹ in the United States. For a number of reasons, they may need your help to be financially ready for retirement.

Timing took a toll

In a 2025 survey, only 18 percent of Gen X workers reported feeling “very confident” they’ll be able to fully retire comfortably.² Many Gen Xers started saving for retirement when 401(k) plans began replacing traditional pension plans. With early 401(k) plans, there were fewer investment options and less education to help people decide how to invest.

In addition, Gen Xers have saved for retirement in relatively low-interest rate environments. As a result, their retirement savings accounts may have been slower to increase in value¹ causing some Gen Xers to wonder if they’ll have enough money to retire.

Connecting with Gen X

You have an opportunity to help Gen X clients build their retirement readiness, but how do you reach them? Knowing their overall characteristics may help you connect with them more effectively.

In general, Gen X:

• Falls into the Sandwich Generation – Unique financial challenges can stem from balancing a career with caregiving and managing finances for multiple generations. Understanding a sandwiched client’s priorities can help you keep them on track to achieve their retirement goals.
• Is often overlooked – It’s often referred to as the forgotten generation because Gen X lies between two larger groups, baby boomers and millennials. But since Gen Xers have been in the workforce for 30+ years, they may be earning higher salaries and making family financial decisions. Recognizing Gen Xers’ influence and financial needs could be a smart business strategy.
• Values authenticity – Gen X has lived through the Cold War (and its end), the birth of the internet, widely publicized celebrity and political scandals and more. As a result, some Gen Xers may seem skeptical. Being authentic and transparent can be important in building trust with this generation.

Five marketing tips to help expand your practice:

While understanding what makes Gen X unique may help you better relate to them, these five marketing tips could help you attract Gen Xers and keep them as long-term clients:

1. Establish a relationship

Building rapport with your Gen X clients can be important in fostering loyalty. Relating to them on a personal level and demonstrating how you can make a difference in their lives can help put them at ease.

2. Remember word-of-mouth

Traditional word-of-mouth techniques can help spread your message and grow your client base. Consider including opinions and reviews from peer groups in your marketing to help add credibility to your message. Networking with clients who are parents of Gen Xers could also help you connect.

3. Educate rather than sell

Presenting a “hard sell” may deter Gen X. Pushing too hard, which can feel self-serving or insincere, could raise their skepticism. Presenting facts or sharing tools like our retirement planning worksheet can show them where they stand financially and help support discussions about retirement readiness.

4. Use technology

Gen Xers don’t always require a face-to-face meeting. They live and work in the digital age so mobile, social networking, blogs and email can be effective marketing strategies with Gen X. Once you’ve established a client relationship, there are opportunities to use technology in retirement planning.

5. Try traditional marketing methods, too

Since Gen X grew up before the internet existed, they’re also familiar with traditional communication methods. Trying direct mail, print, TV or radio ads with transparent, authentic messages about how you can help them retire financially secure may be successful.

No matter how much Gen Xers have saved for retirement, factors like volatile markets, a longer-than-expected retirement or surprise expenses can impact their retirement readiness. Showing this generation how you can help them retire with confidence could help you create loyal clients for years to come.

Ready to have the conversation?

Gen X represents an often overlooked but increasingly important opportunity in retirement planning for financial professionals. Explore our conversation guide on helping position annuities with the next generation of clients.

Insights on Athene Connect. Tips, tools and resources to grow your business by helping clients retire with confidence.