As women and millennials become key allocators, they create a new group of underserved customers with new unmet values and expectations. Womens’ $14 trillion in assets today is projected to reach $22 trillion by 2020, according to a Family Wealth Advisors Council white paper. Meanwhile, millennials are coming of age in the work force. The new decision makers will expect the industry to reflect both better gender balance and be more accessible everywhere, and will invest in money managers who do not look like Warren Buffett. Internal diversity forces an organization's members to question their assumptions more aggressively, think more deeply, and are less likely to generate bubbles, according to research by Professor Sheen Levine. Further, these two groups (women and millennials) tend to invest differently than the past generation of older men. According to the Spectrum Group, Millennials, for example, are both more risk-averse and more socially conscious than past generations when selecting investments. In addition, having come of age during the financial crisis, millennials have a negative brand perception of some of the traditionally dominant financial services companies.