The previous decade has been marked by historic transformation: the rise of digital applied sciences, the quickest interest-rate cycle in 40 years, the aftershocks of a worldwide pandemic, speedy advances in AI, and the early levels of the biggest intergenerational wealth switch in historical past. For the US wealth management trade, these forces have already reshaped shopper expectations, funding flows, and enterprise fashions.
Looking forward, demographic realignment, technological options, and a continued emphasis on belief and worth will convey much more change, not solely altering how purchasers search recommendation however how they outline “wealth.”
Given this distinctive confluence of developments, the time appears proper for a forward-looking perspective on how they’ll impression the trade in the years forward. In this text we construct on our beforehand printed views on convergence in the wealth management trade. We start with the macro shifts shaping society and markets, then discover six defining themes that can reshape how the trade serves purchasers, competes, and grows in the approaching decade, and concludes with 5 imperatives for wealth management CEOs. To keep forward, wealth management corporations should reimagine not solely how they function however what they provide—and to whom. Winning in this new atmosphere would require rethinking how corporations are organized and wired, and the way they go to market.
Based on the structural forces at play, we will make some educated guesses concerning the state of wealth management in ten years’ time. These aren’t forecasts, however moderately directional glimpses into what 2035 may appear like, grounded in right this moment’s developments and early alerts. Think of those glimpses as thought starters on how the wealth management trade would possibly evolve if present trajectories maintain.
1. From boomers to “Gen Next,” and who will serve them
In the subsequent ten years, millennial and Generation X households stand to profit from trillions of {dollars} in movement—$14 trillion of belongings are anticipated to be inherited by Gen X and $8 trillion by millennials. In addition, by 2035, intragenerational transfers between spouses in the newborn growth and older generations will imply that greater than 40 % of US wealth might be managed by ladies, up from a 3rd right this moment.
This demographic transition is prone to redefine expectations for recommendation, service, and engagement. Younger buyers, formed by digital fluency, the eye economic system, and social media would count on immediacy, transparency, and purpose-driven engagement. They would consider advisors not solely on experience however on authenticity, empathy, and shared values.
At the identical time, rising charges of loneliness and mental-health challenges among the many youthful generations may make emotionally clever, human-centered relationships tackle much more significance. For wealth management corporations, success might hinge on the flexibility to mix data-driven insights with emotional connection, creating experiences that really feel each clever and human.
Demographic disruption after all received’t be restricted to purchasers. The advisor inhabitants itself is growing old: practically 40 % of advisors are anticipated to retire inside a decade, making a shortfall of roughly 100,000 professionals. As advisor retirement outpaces recruitment and results in an advisor scarcity, technology-augmented recommendation fashions might want to play a bigger position in sustaining capability and continuity of care.
2. From automation to company: The agentic age
In one 2035 situation, AI can be embedded in the material of each day life, shaping how individuals study, work, and make selections. However, moderately than exchange the advisor-driven worth proposition, AI may amplify it. Just as technological advances and the web in the Nineteen Nineties improved the advisor-driven worth proposition with real-time market information and on-line transactions, AI may improve the attain, personalization, and relevance of the wealth management proposition.
For wealth management, AI’s position might evolve from automation to company, guided by advisor oversight. More than 62 % of impartial advisors surveyed in 2024 supposed to make use of some type of AI for effectivity however solely about 20 % for client-facing duties. But what started as task-based effectivity (for instance, workflow automation and predictive insights) with the potential to attain as much as 20 to 30 % of time financial savings for advisors, may mature into agentic methods that purpose, suggest, and even act on behalf of advisors and purchasers. These methods may handle portfolios, independently develop customized wealth and funding methods, and even function fiduciary entities below regulated governance frameworks and supervision.
If this agentic AI situation involves go, the central problem for corporations will shift from the right way to use AI to the right way to govern it. Greater accountability, explainability, and trustworthiness might be wanted in a world the place purchasers more and more delegate monetary, life-style, and wellness selections to digital counterparts. The aggressive edge would belong to these corporations that mix autonomous intelligence with human oversight, embedding governance and ethics into the design of each client-facing system.
3. Private, actual, digital: The asset lessons of 2035
If present pursuits in non-public fairness, actual belongings (corresponding to actual property and infrastructure), unlisted firm shares, commodities, and digital belongings stay in place, investor portfolios might be broader, extra world, and extra customized than ever in the approaching decade. Real belongings and commodities would function anchors for inflation safety and tangible worth, whereas unlisted firm shares would supply publicity to innovation in corporations that stay non-public longer. Interest in digital belongings, together with tokenized and blockchain-enabled devices, would spur the necessity for evolution in regulatory approaches.
If present multipolar developments proceed and the US greenback’s dominance progressively erodes, the significance of overseas belongings, currencies, and commodities as hedges towards focus danger and foreign money depreciation would solely enhance. Recent IMF information present that the US greenback’s share of worldwide overseas change reserves has declined from its peak and was at a multi-decade low in the third quarter of 2025 at roughly 57 %. At the identical time, AI-powered tax optimization would make after-tax efficiency (versus gross return) the true measure of success, solidifying the shift of portfolio development towards holistic, tax-aware orchestration moderately than static allocation.
Investors would more and more suppose in phrases of whole family stability sheets, not simply portfolios, as their public, non-public, and digital belongings can be built-in inside unified platforms designed to optimize for long-term, tax-adjusted wealth.
4. Building belief in a fragmented world
By 2035, given present developments, it’s doubtless the customers of wealth management companies will come to depend on new sources of belief. For instance, polarization, misinformation, and regulatory lag might erode religion in governments, firms, and monetary intermediaries. Instead, we might even see the rise of a brand new paradigm, in which digital and distributed belief are grounded in transparency, information safety, and verifiable methods, moderately than popularity alone.
Already, fewer youthful individuals use conventional wealth management companies than their older counterparts do. Today, 76 % of Gen Z and and 65 % of millennials already search monetary recommendation on-line or through social media as a substitute of from monetary establishments. Fourteen % of Gen Z say they might flip to a monetary skilled first when confronted with a query about funds, in contrast with 39 % of child boomers. If this pattern continues, potential wealth management purchasers will more and more belief networks, algorithms, and huge language fashions over establishments, searching for proof of integrity by way of blockchain-verified transactions, safe digital id methods, and auditable AI fashions. At the identical time, the wealth relationship would evolve from “trust me” to “show me,” the place confidence is earned by way of transparency, explainability, and constant outcomes.
While wealth management corporations can’t immediately have an effect on general sentiment amongst potential purchasers, they will work to counter them by designing reliable methods—by way of governance, cybersecurity, and moral AI—and cultivating trusted human relationships that convey empathy, discretion, and continuity. The corporations that thrive would doubtless be people who grasp each, proving that in an period of digital fragmentation, belief might be rebuilt by way of design.
The macro forces shaping society—demographic realignment, agentic AI, portfolio transformation, and the shifting of shopper belief—may converge to redefine what it means to create, handle, and protect wealth.
The six following themes spotlight not simply how portfolios is perhaps constructed and companies delivered, however how belief can be earned and maintained in an more and more digital, distributed, and sophisticated world. Together, they problem wealth managers to adapt and broaden their relationships with purchasers into trusted partnerships between clever methods and finish purchasers.
1. Evolution of the service providing: When each shopper is a household workplace
In 2035, if purchasers proceed to request holistic options that mix monetary, private, and purpose-driven objectives, wealth management will evolve from providing funding recommendation to offering built-in “life management.” McKinsey’s Affluent and High-Net-Worth Consumer Survey of US buyers signifies that right this moment’s purchasers already search extra holistic recommendation as they age, and their wants grow to be extra complicated throughout the complete spectrum of planning companies and stability sheet and funding merchandise. In reality, the share of buyers searching for extra holistic recommendation grew from 29 % in 2018 to 52 % in 2023, based on the survey.
Furthermore, as advances in synthetic intelligence, information integration, and platform automation allow hyper-personalized and cost-efficient service supply, what was as soon as the area of extremely‑excessive‑internet‑price (UHNW) household workplaces might grow to be accessible to the broader excessive‑internet‑price (HNW) and prosperous segments. As such, advisors would wish to have the ability to supply companies corresponding to complete monetary planning, household governance, tax and property structuring, belief administration, custom-made insurance coverage, stability sheet optimization, philanthropy, medical concierge and life-style companies to a broader set of purchasers.
Leading corporations would prolong these household‑workplace capabilities by way of new supply fashions that stability human experience with digital scale. Even in such a world, in the higher‑HNW and UHNW tiers, customized, advisor‑led engagement would stay central however is perhaps enhanced by superior analytics and workflow automation. For prosperous and decrease‑HNW purchasers, these similar capabilities would more and more be AI‑enabled.
To obtain this heightened degree of service, corporations would wish to pursue a mixture of in‑home construct, focused acquisitions, and API‑based mostly partnerships, integrating adjoining companies corresponding to accounting, tax preparation, and legacy planning into unified shopper ecosystems. Expanding the scope of service can be vital not solely to deepening relationships and growing share of pockets, but additionally to sustaining pricing energy as conventional planning and funding management grow to be more and more commoditized.
2. Portfolio development: From allocation to orchestration
If the worldwide economic system turns into more and more multipolar and fewer US-dollar‑centric, portfolio development would mirror broader diversification, alongside larger personalization and integration throughout family stability sheets. For instance, McKinsey analysis exhibits that spot crypto ETFs/ETPs now exceed or method roughly $150 billion in belongings below management (AUM) and funding in retail alternate options is anticipated to develop 1.5–2X in the subsequent 5 years alone. Advances in tokenization, stablecoins and digital settlement networks, AI, and open monetary structure would additional democratize entry to non-public markets.
In this situation, the normal 60/40 mannequin would give option to multi‑asset, multi‑car portfolios spanning private and non-private markets, actual belongings, infrastructure, digital devices, and different sources of revenue. Investors would possibly embed inflation‑conscious design ideas, with actual belongings and commodities serving as structural elements to protect buying energy and hedge towards foreign money debasement. Portfolios can also incorporate larger overseas publicity and commodity allocations to mitigate focus danger and seize new sources of development. Direct indexing would exchange conventional ETFs as buyers search to tailor exposures, improve tax effectivity, and align portfolios with private goals and sustainability preferences.
Technological advances can be required however these capabilities can be delivered by way of an adaptive, totally built-in family orchestration system, offering a single, actual‑time view of all belongings and liabilities throughout taxable and tax‑advantaged accounts. (Today’s rising “unified managed household” platforms characterize early variations of this evolution.) Advanced AI‑pushed analytics would constantly optimize danger, return, and after‑tax outcomes on the family degree, linking them again to planning objectives. In this situation, portfolio management would evolve from a static allocation course of to an adaptive, holistic system—one which integrates information, personalization, and automation to maximise lengthy‑time period, tax‑adjusted wealth.
3. Client expertise: Conversations, not clicks
As conversational AI and behavioral analytics proceed to mature, and open-data infrastructure allows holistic monetary orchestration, wealth management purchasers in 2035 would now not navigate fragmented apps or dashboards; as a substitute, they might have interaction in fluid, pure dialogue—by voice, textual content, or video—with each clever advisory platforms and their human advisors, who collectively type a single, coordinated advisory workforce.
These platforms, assuming regulatory approval, would act as private monetary command facilities, integrating banking, investing, lending, insurance coverage, and planning into one adaptive ecosystem. Clients would possibly ask, “Can I fund my daughter’s education abroad without disrupting my retirement goals?” or “What’s the tax impact of selling my company next year?” In the long run, these platforms might even be able to responding to questions that mix well being and wealth, corresponding to, “I am considering investing a million dollars in gene‑editing therapy that could extend my lifespan—what impact would that have on my financial plan?” With a mixture of AI‑generated evaluation with their very own insights, advisors would have the ability to enter conversations like this at pivotal moments, including judgment, empathy, and contextual understanding.
Behind the interface, AI and behavioral insights into wealth management (enabled by wearables and interconnected information) would anticipate wants and personalize engagement, surfacing related alternatives, detecting life modifications, and prompting well timed outreach from advisors. Human oversight and shopper interplay would stay on the core, amplified by digital intelligence that scales each precision and care. Advisors would depend on these methods to watch portfolios at a excessive degree, establish moments of danger or alternative, and deepen shopper relationships by way of proactive, information‑pushed dialogue.
For wealth managers, the aggressive frontier will middle on elevated performance, in which seamless, intuitive, and emotionally resonant experiences are delivered in a well timed trend. Technology would empower advisors to really feel and act extra human, not much less.
4. Business operations: Digital staff as spine of the center and again workplace
If AI maturity, information requirements, and the regulatory atmosphere converge to allow autonomous monetary operations at scale, AI brokers and clever automation would type the operational spine of wealth management. Today, AI brokers already plan, act, keep in mind, and full outlined deliverables. In the long run, features corresponding to compliance, commerce reconciliation, shopper onboarding, and portfolio accounting may very well be executed by digital staff working at machine velocity with close to‑zero error charges, dramatically decreasing prices and increasing capability. These digital methods would deal with growing complexity in liquidity management, valuation of semi‑liquid and digital belongings, and the custody and ledger necessities of fractional possession. Employees, in the meantime, would give attention to oversight, governance, and orchestration, stepping in solely when judgment, ethics, or shopper outcomes demand human discretion.
This transformation would redefine workforce dynamics. Traditional operational roles would decline, giving rise to new positions in AI supervision, information integrity, and mannequin governance. In its most superior type, the wealth management agency may function as a “firm of one”: a single advisor augmented by tons of of AI brokers seamlessly linked to custodians of belongings, product platforms, and shopper methods.
5. Role of the advisor: The transition to life coach
These macrotrends may additionally solidify the advisor’s continued evolution from monetary planner to life coach. In this world, advisors would information purchasers not solely on funding or tax technique, however by way of life objectives, intergenerational transitions, and emotionally charged selections. Supported by a community of AI brokers, the human advisor would give attention to context, empathy, and which means, translating information into selections, and selections into confidence. This evolution takes on added urgency given the looming advisor scarcity, which is able to place a premium on every advisor’s capability to ship deeper, extra differentiated shopper impression.
If this transformation takes maintain, the expertise mannequin would wish to shift. Wealth management corporations would prioritize emotional intelligence, adaptability, and authenticity alongside conventional abilities corresponding to product experience or lead era. Centralized advertising and marketing engines and AI‑enabled prospecting would automate a lot of the enterprise improvement course of, releasing advisors to give attention to constructing belief and deepening relationships. The advisor’s differentiator won’t be conventional wealth management data, however the capability to attach with purchasers, perceive their motivations and values, and construct belief.
6. Competitive construction: And then there have been 4
By 2035, as know-how additional blurs the boundaries between conventional enterprise fashions, the aggressive construction of wealth management may consolidate across the following 4 dominant archetypes:
- Multi-segment mega platforms. Large wealth management platforms—together with right this moment’s wirehouses, main banks, scaled digital-direct corporations, and probably the biggest registered funding advisors (RIAs)—would evolve into built-in wealth ecosystems, providing a transparent development of companies aligned to each stage of wealth accumulation. These vary from mass‑prosperous direct brokerages to excessive‑contact “personal CFO” fashions for HNW and UHNW purchasers. M&A will play a vital position in enabling this evolution, permitting corporations to speed up functionality build-out, broaden section protection, and deepen distribution attain. The aggressive fringe of mega-platforms would lie in scale, proprietary know-how, and embedded distribution, with highly effective lead era from adjoining companies corresponding to retail banking, company inventory plan administration, and retirement.
- Boutique and specialist corporations. At the other finish of the spectrum, the specialist corporations that stay might be knowledgeable‑led boutiques and multi‑household workplaces that thrive by serving the extremely‑rich by way of bespoke, relationship‑pushed experiences. They will doubtless compete on intimacy and specialization, providing superior planning and structuring, differentiated funding entry, and family-office companies, supported by outsourced know-how and operational platforms that allow effectivity with out compromising exclusivity.
- At‑scale impartial advisor platforms. As the flight towards independence continues, advisor‑centric platforms providing modular affiliation fashions (together with W‑2, 1099, and RIAs) are anticipated to proceed their rise. They would proceed to boost their unified know-how stacks, institutional‑grade funding capabilities, and compliance infrastructure. They would scale by attracting and empowering entrepreneurial advisors, buying books of an growing variety of retiring advisors (and serving them by way of extra worthwhile W-2 fashions), and thru additional consolidation. They would supply the flexibleness to construct one of many “boutique and specialists” corporations on their platforms.
- AI‑enabled digital wealth managers. Finally, a novel fourth archetype of digital‑first, AI‑native corporations would redefine recommendation supply for the subsequent era of buyers. Combining autonomous AI brokers with human oversight, these corporations would ship customized, low‑price recommendation at scale, increasing entry to monetary steering. As the trade confronts a rising scarcity of advisor expertise—driving human-led companies to grow to be dearer and unique—one of the best advisors are prone to migrate additional upmarket. This widening hole in accessible, inexpensive recommendation will create a major void in the mass-affluent and emerging-wealth segments, one which AI-first corporations might be uniquely positioned to fill.
While know-how would compress prices throughout the board, trade economics will diverge. Mega-platforms would compete on scale, effectivity, and cross‑channel distribution; boutiques on intimacy and knowledgeable‑led recommendation; advisor platforms on expertise acquisition and retention; and AI‑native corporations on price and accessibility. Each mannequin would require a definite technique for deploying effectivity features, to both reinvest in differentiated capabilities or go financial savings to purchasers.
The ensuing barbell-shaped trade construction would resemble that of the asset management trade, the place scale and specialization dominate and the center struggles to maintain up.
These themes reshaping the trade counsel the subsequent decade will demand daring, enterprise-wide transformation. Wealth management CEOs might want to lead organizations which might be AI-fluent, human-centered, and relentlessly adaptive, able to incomes belief in a quickly evolving financial, technological, and social panorama.
This degree of change extends nicely past enterprise as normal and near-term development levers: know-how might reshape the taking part in area, however management will decide who wins. Firms that thrive will make investments not solely in information and know-how, however in individuals, governance, innovation and alter management. Five imperatives stand out for management groups making ready their corporations for the subsequent decade.
1. Invest in agentic AI: From automation to orchestration
To totally unlock the worth of agentic AI in wealth, CEOs should see past the automation of particular person duties to AI as a platform of semi-autonomous brokers that collaborate with advisors, shopper salespeople, service workforce members, back-office employees, and one another to execute multistep workflows. Across industries, preliminary use circumstances of AI brokers to automate restricted duties have been proven to ship as much as 3 to five % enhancements in productiveness yearly. Teams of AI brokers that executed complicated workflows not solely resulted in productiveness enhancements but additionally may probably enhance development by greater than 10 %.
Our analysis exhibits that worth comes not from deploying remoted brokers, however from redesigning cross-functional precedence workflows, constructing reusable agent elements, and orchestrating human-agent groups at scale. For a wealth agency, this implies not simply giving an AI instrument to an advisor, however embedding clever agent groups into the advisor-client journey. Reimagining and rearchitecting workflows will doubtless prolong by way of shopper onboarding, portfolio rebalancing, tax occasion modeling, and even life-stage transitions, and so will entail daring selections.
The transformation street map ought to element the construct, purchase, and accomplice method; governance implications; and alter management interventions to make sure uptake of recent options. The know-how and information spine ought to contain modular, API-based architectures that join wealth legacy methods with new digital platforms. A unified, ruled information mannequin (anchored in a single supply of fact for shopper, product, and operational information) can be required to make sure explainability, safety, and reusability of any AI analytics and workflows.
As with most know-how transformations, scarce expertise and organizational complexity will doubtless make execution take longer than anticipated. Early execution objectives ought to give attention to decreasing working prices by way of automation and simplification, whereas reinvesting these financial savings into innovation and constructing leaders’ AI fluency.
2. Reinvest know-how dividends into innovation
Automation and AI will proceed to broaden capability and scale back prices throughout center and again workplaces. But effectivity alone isn’t a method. The actual differentiator might be how corporations redeploy productiveness features to fund “change-the-business” operations to unlock innovation in companies, experiences, and enterprise fashions.
Leaders ought to have a transparent imaginative and prescient of which aggressive archetype their agency will pursue, shift from remoted know-how tasks to domain-level modifications, and monitor realized financial savings. The anticipated effectivity and capability alternatives ought to be detailed previous to deploying know-how investments. Initiative groups ought to be composed of cross-functional groups (product, know-how, operations, and advisor groups) which might be empowered to check, study, and scale improvements quickly. Decision-making ought to shift from hierarchy to networked accountability, with clear possession and shared metrics for worth, danger, and adoption. Transformation street maps ought to explicitly tie investments to shopper outcomes, effectivity features, and new income sources, and corporations will want methods to trace and extract financial savings.
3. Lead an AI-fluent, human-centered group
The integration of AI is now not only a know-how initiative; it’s an organizational transformation. While it has been vital for enterprise leaders to know know-how purposes in the digital age, AI is making it extra essential than ever. CEOs should champion AI fluency throughout the enterprise, guaranteeing that leaders and groups perceive the right way to use, govern, and collaborate with clever methods responsibly.
For government management, AI fluency should embrace strategic literacy: understanding the place AI can create worth, what new enterprise fashions it allows, and the right way to stability innovation with danger management. Leaders ought to take part in focused studying applications, use AI instruments in their very own decision-making, and set expectations that each strategic dialogue considers information and automation as integral to the enterprise mannequin.
For advisors, AI fluency means studying to co-create with know-how, utilizing digital copilots for analysis, reporting, compliance, and customized suggestions, whereas sustaining empathy, ethics, and shopper belief. AI fluency for advisors is about augmentation, not automation. Training ought to emphasize the right way to interpret and talk AI-generated insights with transparency, and when to depend on human discretion over automation.
For operational groups, AI fluency entails tackling new workflows and governance fashions throughout compliance, onboarding, reporting, and different service operations. Staff ought to perceive how algorithms make selections, the right way to audit outputs for bias or error, and the right way to establish and handle the exceptions that require human oversight.
4. Adapt the advisor mannequin for the life-coach period by way of teaming
The most profitable advisors of 2035 might be half wealth strategist and half life coach—empathetic guides drawing on groups of specialists, all supported by digital intelligence. AI brokers will deal with important elements of lead era, evaluation, execution, and compliance, releasing advisors to give attention to understanding purchasers’ motivations and values with belief and empathy.
To make this new mannequin work, corporations might want to change how they recruit, practice, and measure the effectiveness of advisors. They might want to prioritize authenticity, adaptability, and emotional intelligence over product experience or prospecting ability.
Today, throughout the trade, multi-advisor groups outperform solo practices on development, pockets share, shopper retention, productiveness, succession resilience, and companies supplied. Given these strengths, we count on teaming to proceed to be the dominant working mannequin by way of 2035 for connecting with purchasers at scale. However, workforce buildings will more and more emphasize collaboration, specialization, and steady protection in addition to possession of particular person shopper books. Teaming can even function an apprenticeship mannequin, mixed with coaching and improvement applications, to arrange the subsequent era of economic advisors who’re additionally life coaches.
5. Deliver the portfolio of the long run
Clients will count on seamless entry to a broader, extra world, and tax-optimized funding universe—together with non-public markets, actual belongings, digital securities, and tokenized investments. Meeting this expectation would require re-architecting product platforms, information infrastructure, and partnerships.
CEOs might want to determine what to supply, the right way to supply it, and the right way to combine and ship these merchandise. This will doubtless imply investing in know-how ecosystems that combine public, non-public, and digital holdings inside unified, tax-aware optimization frameworks. Leaders will start by figuring out the vital shopper product and expertise wants, and the underlying know-how, information, and structure necessities. They will then think about what inputs the info spine integrating shopper, product, and behavioral information requires to unlock personalization and accountable AI.
For the structure goal state, leaders might want to develop methods for the right way to construct out the improved tech stack and different capabilities they’ll want. How a lot will they construct in-house or purchase? Will they strike up partnerships with wealthtech suppliers, custodians, fintechs, or asset managers? How will they develop and launch the portfolios that may show the built-in tax-optimized efficiency and danger transparency that purchasers will more and more need to see? Firms that ship trusted entry to the complete spectrum of wealth, spanning conventional and rising asset lessons in a tax-efficient method, will set the usual for portfolio innovation, shopper outcomes, and loyalty.
By 2035, wealth management corporations might be judged not solely by funding returns, however by how intelligently they combine know-how, how deeply they’re able to engender belief with their purchasers, and the way broadly they supply entry to wealth funding and companies. Trust will stay the foreign money of that entry, earned not solely by way of efficiency, however by way of transparency, empathy, and accountable use of know-how.
For these corporations’ CEOs, the mandate is obvious: lead with conviction and a method; make investments in individuals, platforms, and information; and construct organizations that may study and adapt constantly. The selections made right this moment will form how the wealth trade, and the purchasers it serves, arrive in 2035—it’s not only a matter of which corporations thrives by way of disruption, but additionally which succeed at defining what wealth means in a extra clever, customized, and interconnected world.
