Financial Planners are turning their attention to a long-neglected demographic: those in their 20s and 30s, The Wall Street Journal reports. They had previously ignored young people due to their paltry finances.

Realizing that these people are looking for a wide range of services, planners are casting their nets wide, helping them not only with their 401(k)s but with paying down student loans, saving for a house, selecting insurance, managing debt and budgets and planning for their children’s education.

The Financial Planning Association found that only 11% of financial planners’ clients are people under 40, although those reaching that age are eager for advice.

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