Sandwiched between the Baby Boomers and Millennials, Gen X (born approximately between 1965 and 1980) has often been dubbed the “forgotten middle child.” But make no mistake—these seasoned professionals are now deep into their peak earning years, often balancing mortgages, college funds, and even caring for aging parents. If your accounting firm hasn’t tailored services or marketing to their unique needs, you could be missing out on a key client base that craves reliable, knowledgeable guidance.

We’ve already covered how to “Hook Gen Z” and that “Millennials Are All Grown Up”, so let’s dive into why Gen X is just as relevant—and how you can win them over.

1. Financially Stable, Yet Busy and Stretched

Many Gen Xers are at the height of their careers, which frequently translates to more disposable income – and a willingness to pay experts like you to handle things like taxes and small business bookkeeping. However, they’re also juggling multiple financial responsibilities, like mortgage payments, saving for kids’ tuition, planning for retirement, and possibly supporting older family members.

Position your firm as a comprehensive resource for all these competing priorities. Tax strategy, retirement planning, and even guidance on estate planning are highly valuable to Gen X as they mature.

2. Tech-Savvy—But Still Value Human Connection

Unlike their Boomer predecessors, Gen Xers have been using the internet since they were relatively young, meaning most of this generation is comfortable with technology. They’re okay with online portals, digital signatures, and even AI-driven tools like MAX—as long as the tech truly simplifies their busy lives; Gen X doesn’t like things that waste their time. Still, they value a personal relationship with a trusted advisor who understands their goals.

• Key Takeaway: Offer a digital-first approach—like a secure client portal for documents and scheduling—while offering face-to-face (or at least video conferencing!) advice for complex questions and personalized financial advice.

3. Pragmatic and Independent by Nature

Gen X is known for independence, resourcefulness, and a general skepticism born out of witnessing economic fluctuations (think recessions and shifting job markets). Their “latchkey generation” upbringing also makes them quick to do their own research before committing to a service. 

That’s why proactively sharing your expertise is crucial if you want to work with these clients. Publish case studies or success stories demonstrating how you’ve guided clients through unexpected hurdles, and offer transparent pricing with thorough explanations of your services. For Gen X, feeling informed and in control is the key to building trust.

4. Rapidly Approaching Their Peak Retirement Phase

Although it might sound surprising, the oldest Gen Xers are already nearing 60, which means retirement considerations are barrelling toward them. Questions about Social Security benefits, IRAs, or 401(k) transitions will increasingly pop up. Some Gen Xers may also be entrepreneurs looking to exit or sell their businesses.

• Key Takeaway: Highlight retirement planning and business succession offerings. If you can show expertise in guiding a client to confidently approach retirement or a smooth business sale, you’ll earn trust—and referrals—from an entire network.

5. Family-Focused Decision-Making

Gen X often places high importance on family stability, partly because many of them were the aforementioned latchkey kids—coming home to empty houses, juggling household responsibilities, and learning independence at a young age. 

Now, as they raise their own families, this generation is highly motivated to create a supportive, financially secure environment for their loved ones. This includes saving for kids’ college while safeguarding their own financial future. Tackling both goals at once can feel daunting, and that’s where an accountant’s strategic guidance matters.

Offer holistic tax and financial services that go beyond basic tax prep. Think budgeting sessions or “family finance” checkups that help them plan for multiple generations.

6. Where You Can Meet Gen X

A well-structured website and LinkedIn presence are more likely to catch Gen X eyes than TikTok or Snapchat campaigns. This group appreciates a professional image, clear content, and timely updates on relevant financial news. Email newsletters also work—just keep them concise and actionable (like CountingWorks PRO’s automated monthly newsletter.)

• Key Takeaway: Maintain an active LinkedIn presence with regular thought leadership posts. Consider brief, targeted email blasts that speak directly to major life transitions (e.g., sending kids off to college or nearing retirement).

7. Don’t Overlook Their Entrepreneurial Side

Yes, Millennials often grab headlines for launching startups, but Gen Xers are no strangers to business ownership. In fact, many are seasoned entrepreneurs looking to grow or pivot their companies, especially in the post-pandemic landscape.

If you can demonstrate your ability to handle complex business financials—like multi-state tax issues, cash flow analysis, or pivot strategies—you’ll have a good chance of converting Gen X prospects into paying clients. Business owners from this generation want an accountant who’s been around the block, understands today’s markets, and can advise on tomorrow’s opportunities.

Gen X is still overshadowed by the sheer size of the Millennial and Gen Z populations, but they command significant spending power, a penchant for reliability, and a genuine need for expert financial guidance. By striking a balance between digital convenience and human warmth, plus offering a broad range of services—from retirement planning to entrepreneurial support—you can establish a firm foothold in this valuable demographic.

Remember: While younger generations are vital for future growth, Gen X clients can bring stability and depth to your practice right now. They’re in prime earning years, often open to professional advice, and ready to invest in services that truly save them time and money.

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