Financial advisors wanting to tap the coming $30 trillion wealth transfer will need to cater their strategies to younger investors. And they better understand that Gen-Xers and millennials are different, results of a recent survey show.

Fifty-two percent of Gen-Xers (ages 39 to 54) and 39% of millennials (ages 18 to 38) still lack a financial advisor, Nationwide Advisory Solutions found. But what members of each generation seek in such service providers varies, the company says.

For example, while only 17% of Gen-Xers never married, that rises to 45% for millennials, whose substantial student loan debt is causing them to delay not just marriage but having children and buying a home. That’s according to a U.S. poll conducted from February to March. Among the respondents were 1,021 financial advisors and 824 investors ages 18 and up. The investors included millennials, Gen-Xers, baby boomers and matures, each with at least $100,000 to invest.

In addition, while 20% of millennials cite socially responsible investing among the top three factors when choosing an advisor, only 8% of Gen-Xers give it that much importance, Nationwide found. Likewise, while increased use of mobile technology is very important to 19% of millennials, only 4% of Gen-Xers consider it among the top deciding factors, according to the survey.

On the other hand, 27% of Gen-Xers cite a fee-based fiduciary standard among their top three factors, compared to 18% of millennials, Nationwide says.

Millennials and Gen-Xers’ top financial concerns also diverge. Among millennials, taxes lead the list, followed by saving enough for retirement and the cost of healthcare, which are tied for second. Protecting assets, which was in third place among the cohort, according to the survey.

For Gen-Xers, however, the top concern is saving enough for retirement, followed by taxes and the cost of healthcare, Nationwide says.

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