Abstract
As wealth management undergoes digital transformation, firms struggle to engage young professionals aged 30-45 who have fundamentally different expectations than traditional high-net-worth clients. This qualitative study explores customer relationship management strategies tailored for this demographic segment in the financial wealth advisory context. Drawing on the Commitment-Trust Theory of Relationship Marketing and contemporary CRM frameworks, this research employed thematic analysis of email interviews with 35 participants across the target age group. Despite the strategic importance of this demographic amidst generational wealth transfers, existing research predominantly examines undifferentiated high-net-worth segments or retail banking CRM, without addressing age-specific relationship dynamics in wealth advisory contexts. Moreover, no comprehensive framework exists that integrates digital-native expectations with traditional wealth management trust-building processes, particularly in emerging markets where regulatory reforms and digital adoption are reshaping client engagement patterns. This study addresses these critical gaps by investigating the unique perceptions, expectations, and relationship drivers of young professional wealth advisory clients in South Africa. Findings reveal that young wealth advisory clients prioritise personalised service delivery, digital engagement capabilities, transparent communication, and demonstrated financial expertise. Trust emerges as the foundational element for long-term relationship building, mediated by adviser competence, ethical conduct, and consistent value delivery. The study develops a comprehensive CRM framework encompassing five strategic phases: reach, acquisition, conversion, retention, and loyalty. Key differentiators include hybrid digital-human advisory models, educational content marketing, referral incentive programmes, and proactive portfolio monitoring. This research advances relationship marketing theory by demonstrating how trust formation mechanisms differ for digitally native younger clients and revealing that educational engagement and hybrid service models facilitate the commitment-trust relationship in ways not previously theorised. Practical implications suggest wealth advisory firms must recalibrate their CRM strategies to emphasise technological integration, value-based pricing transparency, and multi-channel engagement to effectively capture this lucrative market segment.