The Boomer Bubble is Fading. Here's What's Next.

Practical marketing strategies, backed by insights from our proprietary database of over 80,000 business owners, to help you refine your message, target the right audience, and build a more successful advisory practice.

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In this issue:

• Why Gen X is exiting earlier—and why that’s good news for your advisory practice

• What makes this generation so skeptical—and how to market in a way that earns their trust

• How to position your services around what Gen X owners really want: control, clarity, and a clean exit

The Boomer Bubble is Fading. Here’s What’s Next. 

For years, professional advisors have chased the Boomer generation. Boomers have dominated the headlines, filled keynote slots at advisor conferences, and inspired a flood of books and white papers—all centered on the so-called “the silver tsunami.”

But Boomers are aging. Now between 61 and 80, many are set in their ways and loyal to long-standing advisor relationships. They’ve made their picks—and they’re harder to move.

Meanwhile, savvy advisors are shifting their focus to Generation X. Quietly approaching their own exits, Gen X owners are arguably the more attractive segment: less crowded, more urgent, and just as lucrative.

That’s why this month in Advisor Marketing News, we’re profiling Gen X owners: what they want, what they fear, and how to market your services to meet them where they are. The data in this issue comes from Value Builder’s proprietary database of over 80,000 business owners who completed the Value Builder Score Report.

🖥️ Learn More at Our Information Session

Join John Warrillow, best-selling author of Built to Sell, The Automatic Customer, and The Art of Selling Your Business, on Thursday, August 21st, at noon ET for a live info session on marketing to Gen X business owners.

In this session, you’ll discover what sets Gen X apart from other generations—and how to position your services for owners who are skeptical of hype, wary of acquirers, and quietly preparing for their next chapter. If you help with value assessments, exit strategy, or succession planning, this is the moment to lean in.

👉 Save Your Spot

Why Gen X is Your Most Valuable Client Right Now 

Today, Gen X owners are age 45-60. Not surprisingly, they’re starting to consider their endgame. According to new data from the Value Builder Analytics team, Gen X owners are planning to exit sooner than their Millennial and Gen Z peers—on average, in just 9.5 years. That’s roughly 25% earlier than the generations behind them.

It makes sense given where they are in life—but with that window on the horizon, they’ll need to start planning now if they want to exit on their own terms.

And the stakes are high.

They’re not just leaving sooner; they’re leaving more on the table. While Gen Z and Millennial owners are more likely to be running businesses with less than $1 million in annual revenue, Gen Xers are operating at a different level. Half of Gen X run businesses fall into the $1–10M+ range, and Gen Xers are almost twice as likely to be running a $20 million + business when compared to Gen Z founders.

For advisors that means bigger deals, more complexity, and clients who can afford (and truly need) expert guidance.

One last thing that really sets this generation apart: Gen X isn’t banking on a boom.

While 31% of Millennials and Gen Z are betting on 30%+ growth next year, just 15% of Gen Xers share that optimism.

That’s not pessimism—it’s pragmatism. These owners have been through enough to know hope isn’t a strategy. Most Gen X owners came into the business world in the recession of the early 1990’s. Since then, they’ve weathered the dot-com bust, 9/11, the global financial crisis, COVID-19, and still remember when mortgage rates hit 18%. It’s no wonder they’ve earned the title The Skeptical Generation.

They’re not waiting for a miracle. They’re planning for a smart, controlled exit.

These owners aren’t just dreaming of growth—they’re looking for someone who can help them protect, position, and harvest what they’ve already built. If you specialize in exit planning, value assessments, or succession strategy, Gen X is listening.

3 Ways to Market Your Services to The Skeptical Generation 

1. Lead with Credibility, Not Charisma

 Gen X came of age with the 1994 film Reality Bites, starring Winona Ryder, Ethan Hawke, and Ben Stiller. The movie captured a generation of young adults grappling with underemployment, broken institutions, and a deep skepticism of corporate life. Unlike the optimistic Boomer or idealistic Millennial, Gen X business owners tend to be pragmatic, wary of spin, and allergic to hype. They don’t need flash—they want facts. If you want their attention, show a track record with businesses like theirs. Be specific. Be grounded.

Say: “We helped a $6M custom manufacturer prep for a sale.” Instead of, “We help businesses 10x overnight!”

2. Shift the Message from Scale to Security

Most Gen Xers aren’t trying to build an empire—they’re trying to protect the one they’ve built.

Say things like, “Let’s lock in the value you’ve already created.”

3. Validate Their Skepticism

They’ve lived through multiple seismic economic shocks. Recognize that. Don’t dismiss their concerns, mirror them.

Try: “No one knows what’s next. That’s why planning now matters.”

Bottom Line 

While Boomers have long been the focus of succession conversations, Gen X owners are now entering their prime exit window—often with less planning, more urgency, and fewer intractable advisor relationships in place. Savvy advisors are beginning to recognize that this overlooked cohort may offer a more timely, less saturated, and equally profitable opportunity. Inside, you'll discover why Gen X is quietly becoming the most attractive segment in the business owner market.

🎯 Free Info Session: How to Market to Gen X Business Owners

Most Gen X owners aren’t chasing the next big thing—they’re planning for a smart, controlled exit. But they won’t trust just anyone to guide them.

Join John Warrillow on Thursday, August 21st, at noon ET for a live session where he’ll explore:

• Why Gen X is exiting earlier—and what they want from an advisor right now

• How to shift your messaging from scale to security

• What makes this generation skeptical—and how to earn their trust

• How to use Value Builder data to connect with Gen X owners before they’re ready to sell

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Free Resources

📖 Most owners don’t realize their business is their most valuable asset. Caught in the daily grind, they miss the chance to grow its value. Our free eBook, The 8 Key Drivers of Company Value, is written for a business owners and breaks down the eight factors that drive business worth—plus practical ways to improve each one.

Download your copy now.

📘The Advisor’s Guide

Learn how Value Builder helps advisors start more strategic conversations with business owners. This overview highlights the platform’s tools to assess a company’s current value, pinpoint opportunities for improvement, and clearly communicate that value to owners.

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This Issue's Contributors

Jason Reilly, Vice President of Marketing; Michael Sarkis, Director of Advisor Marketing; Deanne Kong Ting, Director of Customer Success; and Jen Chou, Senior Graphic Designer.