Gen X Is Turning 60: Why Financial Services Firms Should Pay Attention

2025 marks a milestone year for Generation X—the cohort born between 1965 and 1980—as they begin to turn 60. Known for their lifelong independence and resourcefulness, this generation now sees retirement looming on the horizon.  

For many, it’s shaping up to be unlike anything prior generations experienced. With fewer pensions, uncertain Social Security, and the financial strains of being the “sandwich generation,” Gen Xers are uniquely positioned to redefine what life after work looks like. 

For one thing, many Gen Xers will have entirely different retirement priorities than Silents and Boomers. They may prefer supporting family goals, like funding a grandchild’s education or helping an adult child start a business. And wealth transfer may take on new meaning where traveling with loved ones or pursuing long-delayed passions is more important than passing on money, reflecting their desire to create lasting memories and impact. 

Despite their ingenuity and resilience, Gen X has often been overlooked by financial marketers in favor of the much larger Boomer and Millennial cohorts. This is a significant opportunity for financial services firms to step in and meet Gen X where they are. By understanding their experiences, aspirations, and financial needs, firms can build authentic, trust-driven relationships with this critical demographic and set themselves apart from competitors. 

How Financial Services Can Connect with Gen X 

By and large, Gex X is not looking for prescriptive investing advice—they want practical tools, transparent communication, and stories that resonate with their realities. For financial service firms, this is more than a marketing opportunity—it’s a chance to redefine what financial partnership means for a generation poised to live as innovative a retirement as the lives they’ve already led.  

Here’s how to effectively reach this independent and resilient audience: 

Understand Where They’re Coming From 

Gen X values self-reliance and is often skeptical of traditional institutions, shaped by experiences like the dot-com crash and the 2008 financial crisis. While they’ve thrived in entrepreneurship and innovation—leading transformative companies like Google and Tesla—many still feel financially underserved, with median retirement savings significantly lagging Boomers. In 2023, Baby Boomers had an estimated median retirement savings of $289,000 per household. For Gen X, that figure was $82,000, according to Post-Pandemic Realities: The Retirement Outlook of the Multigenerational Workforce 

Build Authentic Connections Through Storytelling 

Financial firms should focus on relatable narratives that reflect Gen X’s lived experiences. For instance, share stories about families balancing caregiving responsibilities with retirement savings. These examples resonate emotionally and highlight the value of professional guidance without being overly self-promotional. 

Leverage LinkedIn as a Key Platform 

Gen X is in its prime earning years and holds senior roles in many industries, making LinkedIn an ideal platform for engagement. With 29% of U.S. LinkedIn users belonging to this generation, firms can use targeted thought leadership, case studies, and B2B marketing to effectively reach decision-makers. 

Prioritize Transparency and Trust 

Gen X are skeptics by nature, so clear, honest communication is essential. Financial firms must demystify complex topics like estate planning or tax strategies through personalized consultations and accessible content such as webinars and explainer videos. 

Offer Practical Tools That Empower Them 

Gen X thrives on autonomy and values practical solutions. Retirement readiness calculators, financial planning apps, and personalized content can help them take control of their financial futures while addressing specific concerns like balancing family obligations and saving for retirement. 

A Unique Opportunity 

As Gen X turns 60, financial services firms have a unique chance to engage a generation that values independence and authenticity. By addressing their challenges with empathy and offering tailored solutions, firms can build trust and loyalty with this often-overlooked audience. 

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