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Connecting with pre-retirees through social media
Kieran Menzie CFP®
Senior Financial Adviser, Financial Foundations
When I sit down with new clients in their 50s or 60s, I hear the same worries again and again…
- “How much do I need to retire?”
- “Will I actually have enough?”
Research backs this up. These are the questions that keep people up at night. For me, that’s what financial advice is really about, it is about helping people feel safe, secure and certain about their future.
Why I started on social media
When I first started posting on Instagram and TikTok, I didn’t do it initially to get new clients. I just wanted to add value, answer the common questions, and be someone people could come to for general guidance.
I’ll be honest though, my biggest fear wasn’t how to do this, it was what others would think of me online.
Putting yourself in front of a camera is uncomfortable.
What helped me get past that was remembering my “why.” If my goal was to help people feel more confident about retirement, then pushing through the awkwardness was worth it.
Once I got started, the impact became clear pretty quickly.
What worked
Firstly, before I upload any video, I ask myself “Is this video going to add value to someone’s life?”. If it’s a no, then I will not post it.
Having this approach has helped me focus on why I am doing what I am doing.
I have found that the content that connects best is always the simplest. One of the most common questions I have covered is “how much do you need in retirement?”
It’s not a single number. It changes depending on whether you’re single or a couple, how much you want to live off each year, and the age you plan to retire.
Breaking that down in plain English has struck a chord with people, because it takes a vague fear and makes it feel more manageable.
Some of the series I’ve done that have also worked really well are:
- “If I was 55 years old and planning for retirement” – a 55-day series where I shared one tip each day.
- “Superannuation is a scam” – of course it’s not, but the hook got people watching so I could explain the real benefits.
These posts aren’t about going viral. They’re about answering the questions I hear every day in client meetings, but in a way that thousands of people can access.
From adding value to booking clients
At first, I thought posting on social media was purely to help educate people and a way to serve the community. But over time, people started booking appointments directly in my calendar after watching a few videos. They already knew my style, they liked how I explained things, and they felt comfortable reaching out.
That shift from content to conversations to clients, showed me that social media can be more than just adding value. It can be a genuine way to grow your client base while still staying true to your purpose.
The results
To date, my videos across Instagram and TikTok have had a combined total of over 5 million watch hours. That number isn’t just a vanity metric. It represents real people, many of them in the pre-retiree group, who are actively looking for answers about retirement, super and money.
For me, that’s powerful. Because it means we as advisers have a chance to reach far more people than just the ones sitting across the table from us.
What I’ve learned
If you’re an adviser thinking about sharing content, here are three things that have worked for me:
- Keep it simple. Answer the exact questions your clients ask you.
- Be consistent – the wins have come from showing up (I post daily), not from one lucky post.
- Be yourself – people connect with authenticity. If you’re genuine, it shows!
I also want you to know that you are going to get “trolls” or “hate” online. Just remember “why” you are doing it and don’t take it personal (easier said than done)!
My last thoughs
I see creating content as an extension of what we already do: helping people feel less stressed and more confident about their future (just providing general guidance and on a larger scale).
For me, it started as a way to add value to the community and has turned into a way to help individuals and families find a Financial Adviser they trust. More importantly, it’s become a way to live my “why” on a bigger scale – making sure more Australians feel safe, secure and certain about their retirement.
