For advisors considering or embracing independence, 2025 presents both momentum and complexity. The independent RIA space is growing rapidly—Cerulli Associates projects 4% compound annual growth through 2028 (outpacing other channels and driving advisor headcount to over 56,000).
But for advisors, this is about more than numbers. It’s about pursuing autonomy, building businesses that align with their values and providing clients with a true fiduciary experience. As the landscape evolves, advisors are making important strategic decisions—and three key trends are shaping those choices:
- A rising need for tech-enabled efficiency and productivity
- Shifting client expectations and demographic dynamics
- A push to meaningfully differentiate in a competitive market
Whether you’re preparing to make the leap to independence or seeking to scale your practice within an RIA model, staying ahead of these trends is essential.
At Mariner, we keep a close eye on these shifts—not to react, but to help advisors proactively shape their strategies. Let’s explore what these trends mean for you, and how you can harness them to grow with confidence in 2025 and beyond.
Tech-Driven Platforms: Powering Advisor Productivity and Client Value
In today’s competitive landscape, tech-driven platforms are no longer a luxury—they’re vital. Demand for holistic financial advice keeps climbing, yet the number of advisors isn’t keeping pace. The industry is headed toward a significant talent shortfall, with some estimating a gap of up to 110,000 advisors by 2033 (McKinsey).
For those building or growing an independent practice, that makes operational efficiency a competitive necessity. Advisors are meeting this moment with integrated, tech-powered platforms that reduce administrative drag and unlock deeper client engagement. Instead of juggling spreadsheets or jumping between systems, they’re embracing tools that centralize portfolio management, CRM, financial planning, compliance and reporting.
That’s why choosing a partner with a robust technology infrastructure can make all the difference. At Mariner, we’ve designed our platform around the real needs of advisors. Tools like Salesforce, eMoney Advisor and Orion are fully integrated to create a unified environment for managing client data, portfolios and compliance tasks. Solutions like Vanilla for estate planning and Holistiplan for tax planning further help advisors deliver comprehensive, value-added advice.
In a talent-constrained environment, technology becomes your team multiplier—allowing you to operate leaner, move faster and deliver more personalized service without compromising scale.
Evolving Client Expectations: Meeting the New Standard for Advice
Client expectations are shifting—and not just among younger investors. Across generations, today’s clients want more from their advisors: more personalization, more proactivity and more holistic guidance.
Millennials and Gen Z, in particular, are driving this change. As digital natives with unprecedented access to financial content, they expect quick answers, seamless experiences and values-aligned investment options. They’re starting financial planning earlier than previous generations1 and bringing unique preferences—like a strong interest in socially responsible investing2—to the table. But even older generations are raising the bar, increasingly seeking comprehensive advice that includes tax strategy, estate planning, retirement income guidance and risk management.
In a recent survey, nearly half of high-net-worth clients (with $500K+) said they want more frequent contact from their advisors. For independent advisors, staying in front of these expectations—rather than reacting to them—is key to deepening loyalty and attracting next-gen clients.
The most effective advisors are rising to the challenge by:
- Shifting to holistic, goals-based planning
- Adopting transparent, fee-based models
- Leveraging tech to enable fast, personalized service and proactive communication
At Mariner, we support advisors in proactively responding to these evolving demands. Our back-office team handles onboarding, billing, reporting, marketing and compliance, freeing advisors to focus on what they do best: building relationships. Advisors can also benefit from access to in-house specialists in investments, tax, estate, risk management and business consulting—so they can offer tailored, full-spectrum strategies without the need to build those capabilities from scratch.
We also invest heavily in ongoing professional development—from live webinars and on-demand training to peer collaboration opportunities—so advisors can stay sharp, relevant and informed.
Being part of a larger organization means gaining the power to do more for your clients and your business—and not at the expense of personal connections.
And, perhaps most importantly, your voice matters. Advisor feedback helps ensure our tools, resources and strategies align with their needs.
Building a Niche Focus: Standing Out in a Crowded Market
With more advisors choosing independence, differentiation is no longer optional. Specialty-focused advisors see measurable success: a 2023 study by the Financial Planning Association revealed that those who serve niche clientele enjoy 20% higher client retention and 30% more revenue than generalists3.
Today’s environment makes it easier than ever to target niche audiences—whether it’s business owners, physicians, tech professionals or retirees—using content, digital marketing and thought leadership. Advisors who bring deep expertise to a defined demographic are building strong brand equity and delivering more personalized value.
Niche-focused advisors often start by identifying where they can bring unique insight or passion. They then customize offerings and communications around that group’s specific needs and continuously evolve with their market.
At Mariner, we support niche strategies by giving advisors access to:
- Specialists in tax, estate planning, business valuation and investment banking
- A marketing team that helps craft and promote authentic messaging
- An integrated tech stack that helps simplify operations, freeing time for deep planning and targeted outreach
In a marketplace full of generalists, advisors who focus can stand apart—and thrive.
Harness the Power of Change
Excelling in a dynamic industry requires staying ahead of the curve. For independent advisors, that means leaning into change, not resisting it.
The most fruitful advisors are those who embrace integrated technology, anticipate evolving client expectations and position their services with clarity—often through a focused niche.
At Mariner, we’re committed to walking that path alongside you. Our role is to help you turn transformation into opportunity—and lead with confidence in whatever comes next.
Sources:
1 “Millennials, Gen Z starting earlier on ‘serious’ financial planning”
2 “Charles Schwab Modern Wealth Survey 2024”
3 “The Importance of Niche Marketing”
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