Baby Boomers: Rising Assets and Steady Portfolio Allocation

Data-driven Marketing

With estimated assets over 24% higher than the average U.S. household, Baby Boomers (born 1946-1964) tend to allocate their wealth slightly more conservatively toward deposits and bonds compared to the average U.S. consumer. Since 2011, Baby Boomers have made a modest, less than one percent shift from deposits to mutual funds, while their allocation toward stocks has stayed about the same. Boomers control about 65% of all bond assets, with average bond balances over 73% higher than the average U.S. household. Let’s take a deeper look at Baby Boomers’ portfolio, and then contact us to better understand how your target segments invest.

Did You Know: Baby Boomers:  Rising Assets and Steady Portfolio Allocation

Source: WealthComplete®

Baby Boomers Financial Habits
Baby Boomers are more likely than the average investor to portray these financial behaviors:

  • Prefer credit/debit cards that offer airline miles, hotel and car rental awards, and gifts
  • More likely to turn to brokers for advice or price quotes
  • Prefer to contribute to arts/cultural organizations

Source: Financial Cohorts® and data provided by Gfk MRI

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