Erica Lee wants to break the barrier between sound financial advice and millennial consumers who are often reticent or too busy to ask for help. She’s getting into their lives using social media – LinkedIn and Facebook – to draw clients to the educational content she posts weekly.

“Social media has been a big part of my business in the past year,” she says. “We launched in 2017 and the response has been very quick. New clients have reached out to me through social media, and my existing clients have reached out to me to talk about different products that they didn’t have before.”

Lee was compelled to launch the blog because she found accessible and simple-to-understand information was difficult to come by online “We’re a generation that really revolves around the internet, but you can’t really find easy information online about insurance,” she says. “I think that’s where we’ve failed this generation. My goal is to really educate and make people understand the benefits of insurance.”

Having spent just five years as an advisor, Lee has focused on education for herself, earning her Certified Financial Planning (CFP), her Certified Health Insurance Specialist (CHS) and her Chartered Life Underwriter (CLU) designations in quick succession. She also has a degree in Economics from the University of Toronto.

Lee is focused on social media, but also on the processes needed to service a relatively large block of clients as she prepares to take over her father’s Thornhill, Ontario-based business. “Servicing our existing clients is extremely important to me,” she says. “Referrals and (selling) additional products to our existing clients and to the families of our existing clients is the largest chunk of our new business.”

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