By FINTECH Books Contributor, April Rudin Follow: @TheRudinGroup  With $30 trillion in generational wealth transfer scheduled to occur over the next several decades, wealth management firms know that they must reach and appeal to prospective “Millennial” clients – young adults born in the late 80s and 90s. However, too often firms attempt to reach Millennials using the same marketing strategies that worked on Baby Boomers. This one-size-fits-all approach simply will not work, especially when marketing to Millennials as these young adults tend to have vastly different values and expectations than Baby Boomers and even Generation X. For instance, Baby Boomers tend to value trust, loyalty, and long-standing relationships with wealth managers, and they place high importance on brand. Yet having a high-profile brand or a long-standing relationship with a family is not enough for wealth managers to appeal to Millennials as they tend to value action and achievements, not legacy. Technology is the future of wealth management – not only to reach Millennials, most of whom check their smartphones within 15 minutes of waking, but also to navigate through rapidly changing regulations and increasingly sophisticated artificial intelligence innovations.