It’s not just about wealth. It’s about what it’s for.
If you’re a financial adviser, you know this already. Clients come to you for more than forecasts. They come for confidence. Clarity. Trust. But trust is shifting. And so is the money. Unless you take sustainable investing seriously, the next generation won’t just look elsewhere—they’ll walk.
A once-in-a-generation shift.
According to research by the Centre for Economics and Business Research, over £5.5 trillion is expected to pass between generations in the UK within the next 30 years[1]. That’s not just capital changing course. That’s values changing voice. And the next voice sounds different.
There’s also a stark warning. As reported by FTAdviser, 90% of heirs change their financial adviser after inheriting wealth[2]. Not because they’re reckless. Because they want different answers to different questions. Which means unless advisers actively engage the next generation now, they may never get the chance later.
They’re not waiting quietly.
Nearly every young investor wants in. Not just in the market. In the conversation. In the outcomes.
They’re not just asking for a portfolio. They’re asking how to use their wealth purposefully—aligned with who they are, what they care about, and how they see the future.
According to Morgan Stanley’s Institute for Sustainable Investing latest Sustainable Signals (April 2025) report[3], 96% of Millennials (aged 27–42) and 76% of Gen X (aged 43–58) investors say sustainable investing influences their choice of adviser.
You put clients first. This is what they’re asking for.
That phrase is the heartbeat of financial advice: put clients first. It means you take time to understand their goals. You guide without pressure. You look to match their objectives to solutions that serve their interests, not just suits your model.
So what happens when more and more clients say, “I want my money to do good too”? Or, “I want to grow my wealth, but not at any cost”? Or even, “I want to know where my investments are going”?
You listen. You lean in. You lead.
But something’s getting in the way.
Most advisers want to offer sustainable options. The demand is there. The intent is real. But the tools? The trust? The transparency? That’s where it breaks down.
According to the same report, 68% worry about greenwashing, 67% don’t trust the data, and 64% still question the performance. And younger clients are the most sceptical of all.
They’re not anti-investment. They’re anti-blind trust. If the industry can’t give them straight answers, they’ll go looking somewhere else.
That’s why Wellth exists.
Wellth is a model portfolio service that helps you answer the hard questions with confidence. We call it Cleaner Investing.
It starts with two beliefs:
- Every investment leaves a mark.
- The best ones can build wealth and replenish the world.
No grand promises. Just a clear approach that balances what clients want with what the planet needs.
Two portfolios. One purpose.
Wellth offers two approaches to sustainable investing. One is designed for clients who want to meet their financial goals without adding to the world’s problems. The other is built for those who want to go further. Supporting solutions that actively improve environmental and social outcomes alongside solid returns.
Both are managed by Collidr [4] and independently assessed for sustainability by Worthstone. Built for advisers who want to keep things simple, honest and effective – and communicate clearly with clients.
Clients are asking. Can your portfolio answer?
You might already be offering sustainable portfolios. But can you prove they deliver what clients expect? Do they stand up to scrutiny, or just sound good on paper? Wellth helps you back it up with data, clarity, and confidence.
Send us the details of your current model portfolio and we’ll run a full review. Independent. Transparent. And free.
We’ll show you how your portfolio matches up with what clients care about—where it’s strong, where it might fall short, and how to talk about it with confidence.
It’s normally £3,750. But we’re offering it at no cost to advisers who want to lead the conversation on sustainable investing with more clarity and confidence.
Request a review at worthstone.co.uk/proveit
Let’s make sure your portfolio says what you think it says.
This isn’t a trend. It’s a turning point.
You don’t need another acronym. You need a portfolio that reflects your client’s values—clearly, credibly, and without guesswork. One that answers the questions they’re already starting to ask.
Because the next generation isn’t coming. They’re here. And they’re choosing advisers who understand that a clean portfolio isn’t just ethical. It’s essential.
Wellth. Cleaner Investing.
Managed by Collidr. Measured by Worthstone.
[1] https://www.kctrust.co.uk/wealthtransfer
[2] https://www.ftadviser.com/investments/2024/09/03/fostering-respect-between-generations-key-for-wealth-transfer-conversations/
[3]https://www.morganstanley.com/content/dam/msdotcom/en/assets/pdfs/2025_Sustainable_Signals_Individual_Investors_2025_report.pdf
[4] Collidr is our independent investment manager. They have delivered transparent, cost-effective sustainable strategies since 2010. They combine data and research with the latest technology to deliver competitive investment solutions. They currently have £3bn AUM and £8bn AUA.