What group is 85-million strong, holds $1.5 trillion in purchasing power and drives the market in every industry but health care? The under-35 generation known as “millennials.”

Financial advisors know by now that they cannot ignore this group. But Brandon Moss, a 35-year-old managing director for United Capital Private Wealth, which has roughly $10 billion in assets under management, homed in on that point at the Dallas Women Advisors Forum on May 21. At the same time, he identified how challenging it can be for advisors to attract and retain financial advisors.

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