CXFS Connect 2025

December 2 - 3, 2025

JW Marriott Orlando Bonnet Creek Resort & Spa, FL

Tracy Shaw

Tracy Shaw

Head of Content & Client Engagement Strategy Equitable
Tracy Shaw

Tracy Shaw is Head of Engagement Strategy at Equitable. As a senior leader, she is passionate about creating people-first strategies. Through B:B:C expertise spanning healthcare, financial services, and nonprofit advocacy, and championing consumers, Tracy has delivered solutions that eliminate barriers, foster inclusivity, and empower individuals and communities. With a focus on integrating humanity into brands, Tracy leverages deep consumer insights while addressing market tensions with actionable solutions. By prioritizing accessibility and stakeholder value, she leads teams to create frictionless processes that connect customer-centric innovation to financial impact.

DAY TWO – December 3, 2025

3:05 PM EQUITABLE PRESENTATION: Preparing for the Next Generation of Investors: Tools, Strategies, and Mindsets

The “Great Wealth Transfer” is underway. As aging investors pass their wealth to their children and grandchildren, financial institutions must adapt to meet the expectations and preferences of a new, diverse generation of clients - while continuing to serve those who are independently accumulating wealth. 

In this session, Tracy Shaw will share insights from Equitable’s recently released White Paper. Discover how a forward-thinking financial institution is preparing for this shift by modernizing tools, training advisors, and embracing a generational approach to client experience. 

You’ll learn about: 

  • Adapting technology and advisor practices to meet the needs of younger investors 
  • Understanding the goals and dynamics of intergenerational wealth planning—both for givers and recipients (leavers and receivers) 
  • Building trust and relevance with clients through personalized, values-based communication 
  • Leveraging data and automation to anticipate needs and proactively serve multi-generational households

Check out the incredible speaker line-up to see who will be joining Tracy.

Download The Latest Agenda