While wealth managers’ average clients are currently aged in their late 50s, 81% of managers say they are trying to attract much younger ones. Managers are drafting in video game developers to help bring ‘gamification’ tactics to the industry to lure the next generation of younger clients.
Video games should be the key inspiration for creating wealth management games, says Jono Hey, head of user experience at online investment platform Nutmeg. “Children learn to play highly complex games with no, or very few, instructions — they don’t read a manual before they play, because the game teaches skills and conveys knowledge incrementally. “Done right, you’ve learned new skills in a way that doesn’t feel like work, and that’s rewarding and satisfying,” says Mr Hey. Duncan Macintyre, the UK chief executive of Swiss private bank Lombard Odier says he once designed an old-fashioned board game to help clients decide on their goals.