Who is the typical Baby Boomer?
There certainly are a lot of them; a projected 74.9 million this year ages 51 to 69, and until those pesky Millennials came along, the largest generation to date. But when it comes to investing, the only thing “typical” about Baby Boomers is that they are not typical at all.
A new Spectrem Group demographic study of the Baby Boomer investor finds five primary character traits that run the gamut from independent to advisor-dependent. Baby Boomers are of particular interest to financial advisors as they are where the money is. Nine-in-ten (92 percent) of Ultra High Net Worth households with a net worth between $5 million and $24.9 million are ages 55 and up, as are 85 percent of Millionaire households and 71 percent of non-Millionaires with a net worth of at least $500,000.
The Spectrem Group study, “Baby Boomer Investment Personas," identifies five primary personality types. The highest percentage (33 percent), called the Big Middle, represents the prototypical affluent Baby Boomer. From wealth level to age and risk tolerance, they can be said to be resolutely average.
Twenty-one percent consider themselves Cowboy types. They are engaged with the market for fun and for profit. An equal percentage comes under the heading of, Advice, Please. They are advisor-dependent and will not make an investment move with consulting their financial advisor or a financial professional.
Fifteen percent are Moneybags, an investor who has struck it rich. Finally, there is the Rock On investor, the comparatively young Baby Boomer who is still working.
Not surprisingly, risk tolerance among these Baby Boomers investors ranges from the aggressive Cowboy to the conservative Moneybags, while the Big Middle, Advice, Please and Rock On investors mostly identify their risk tolerance as moderate.
To learn more about Baby Boomers, click here