How Goldman Sachs Caters to Young and Women Clients

Introduction to Brittany Boals Moeller, Goldman Sachs’ New Partner

Last week, Goldman Sachs announced its latest batch of partners, among whom was Brittany Boals Moeller. A native of Jonesboro, Arkansas, Boals Moeller didn’t initially envision a career in finance. However, after joining Goldman Sachs 17 years ago, she quickly found herself drawn to the opportunities and responsibilities presented to her by the bank. Now, as a partner, she runs the Southeast region and leads strategy for Goldman Sachs’ private wealth division, with a keen focus on young and women clients.

The Importance of Catering to Younger Clients

While traditionally, wealth management clients skew older, Goldman Sachs’ private wealth division has found a rich vein of potential clients in youthful, successful entrepreneurs working with their investment banking arm. According to Boals Moeller, these clients, typically in their 30s and 40s, often desire more than just investment advice, seeking services such as concierge healthcare and bill pay that simplify their lives. She leads initiatives designed to cater to these young clients, as well as women customers.

Private Wealth Management at Goldman Sachs: A Growing Focus

Due to the recent lull in dealmaking, Goldman Sachs’ wealth management sector has risen in prominence. This growing focus was not a sudden shift, but the result of investments made over a decade ago. This long-term strategy included expanding services beyond basic investment and tax planning advice, a decision driven by the realisation that clients, especially the next generation of wealth owners, are seeking simplicity and solutions in all aspects of their life.

Meeting the Needs of Young Clients

One major aspect of catering to the younger demographic is meeting them on their terms. Goldman Sachs does this by hosting events and conferences with star-studded lineups or in beautiful locations, and by introducing clients to each other when appropriate. An example of this was when a pre-IPO founder was introduced to an entrepreneur who had already been through the process.

Digital Education for Millennial and Gen-Z Clients

Aside from offering traditional financial education through one-on-one meetings with families, Goldman Sachs also recognises the preference of millennial and Gen-Z clients for digital education. The ‘Semester at GS’ program, for instance, provides courses for children of clients as young as 15 years old, covering topics from trading talks to personal finance such as understanding credit scores.

Read More US Economic News