For years, professional advisors have chased the Boomer generation. Boomers have dominated the headlines, filled keynote slots at advisor conferences, and inspired a flood of books and white papers, all centered on the so-called “silver tsunami.”
But Boomers are aging. Now between 61 and 80, many are set in their ways and loyal to long-standing advisor relationships. They’ve made their picks, and they’re harder to move.
Meanwhile, savvy advisors are shifting their focus to Generation X. Quietly approaching their own exits, Gen X owners are arguably the more attractive segment: less crowded, more urgent, and just as lucrative.
That’s why we’re profiling Gen X business owners: what they want, what they fear, and how to market your services to meet them where they are. The data comes from The Value Builder System’s proprietary database of over 80,000 business owners who completed their Value Builder Score Report.
Today, Gen X owners are ages 45-60. Not surprisingly, they’re starting to consider their endgame. According to new data from the Value Builder Analytics team, Gen X owners plan to exit sooner than their Millennial and Gen Z peers—on average, in just 9.5 years. That’s roughly 25% earlier than the generations behind them.
It makes sense given where they are in life, but with that window on the horizon, they’ll need to start planning now if they want to exit on their own terms.
And the stakes are high.
They’re not just leaving sooner; they’re leaving more on the table. While Gen Z and Millennial owners are more likely to be running businesses with less than $1 million in annual revenue, Gen Xers are operating at a different level. Half of Gen X run businesses fall into the $1–10M+ range, and Gen Xers are almost twice as likely to be running a $20 million + business when compared to Gen Z founders.
For advisors, that means bigger deals, more complexity, and clients who can afford (and truly need) expert guidance.
One last thing that really sets this generation apart: Gen X isn’t banking on a boom.
While 31% of Millennials and Gen Z are betting on 30%+ growth next year, just 15% of Gen Xers share that optimism.
That’s not pessimism. It’s pragmatism. These owners have been through enough to know hope isn’t a strategy. Most Gen X owners came into the business world in the recession of the early 1990s. Since then, they’ve weathered the dot-com bust, 9/11, the global financial crisis, COVID-19, and still remember when mortgage rates hit 18%. It’s no wonder they’ve earned the title The Skeptical Generation.
They’re not waiting for a miracle. They’re planning for a smart, controlled exit.
These owners aren’t just dreaming of growth. They’re looking for someone who can help them protect, position, and harvest what they’ve already built. If you specialize in exit planning, value assessments, or succession strategy, Gen X is listening.
Gen X came of age with the 1994 film Reality Bites, starring Winona Ryder, Ethan Hawke, and Ben Stiller. The movie captured a generation of young adults grappling with underemployment, broken institutions, and a deep skepticism of corporate life. Unlike the optimistic Boomer or idealistic Millennial, Gen X business owners tend to be pragmatic, wary of spin, and allergic to hype. They want facts, not flash. If you want their attention, show a track record with businesses like theirs. Be specific. Be grounded.
Say: “We helped a $6M custom manufacturer prep for a sale.” Instead of, “We help businesses 10x overnight!”
2. Shift the Message from Scale to Security
Most Gen Xers aren’t trying to build an empire; they’re trying to protect the one they’ve built.
Say things like, “Let’s lock in the value you’ve already created.”
They’ve lived through multiple seismic economic shocks. Recognize that. Don’t dismiss their concerns, mirror them.
Try: “No one knows what’s next. That’s why planning now matters.”
While Boomers have long been the focus of succession conversations, Gen X owners are now entering their prime exit window, often with less planning, more urgency, and fewer intractable advisor relationships in place. Savvy advisors are beginning to recognize that this overlooked cohort may offer a more timely, less saturated, and equally profitable opportunity.