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How to Tailor Retirement Talk to Those in Their 20s, 30s, 40s, 50s and 60s


How to Tailor Retirement Talk to Those in Their 20s, 30s, 40s, 50s and 60s

How old are your clients and top prospects? How many children do they have, and how old are they?

Each age group may have different needs, varying expectations, and particular pain points. 

For financial advisors and RIAs looking to grow leads and revenue through inbound marketing, each age cohort may require a different message, tone, and content.

The data and infographic below was created by the Transamerica Center for Retirement Studies.

Try these somethings on for size:


* 81% of “Twentysomethings” don’t think Social Security will be there when they turn 64 – or whatever they may begin collecting social security benefits.

Opportunity: If social security won’t be the safety net other generations thought of it as, then those in their twenties will need to invest earlier, better, and/or more than previous generations. And they’ll need help foraging through the thicket of online and offline information.

* 67% are already saving for retirement. But usually in lower-risk lower-reward investments that may not reflect their long-term goals.

Opportunity: If your practice focuses on the diverse millennial generation, you may have a head start in discussion a diversified portfolio as a positive force for good.

* 37% don’t know anything about asset allocation.

Opportunity: But you likely do know about the potential benefits (and drawbacks) of a diversified investment portfolio, and can use your knowledge about their lack of knowledge to educate those starting out in the workforce about the power of investing in a variety of securities, funds, sectors, countries, and whatnot.


*  87% prefer to make their own investment decisions. But often after having consulted with a financial advisor.

Opportunity: To be the educator of choice for those who want to be learned, and by establishing that educator connection, will choose you to implement your shared plan.

*  57% have simply guessed at their retirement savings needs.

Opportunity: To be the non-guesser who matches specific objectives with tangible tactics.

*  76% are saving for retirement.

Opportunity: With more than three-quarters of the age 30 to 40 cohort already saving for retirement, financial advisors don’t have to enlighten thirtysomethings on the need to save for tomorrow, but can concentrate on the “what” and “how much.”

*  68% say they don’t know as much as they should.

Opportunity: People born between roughly 1976 and 1986 want to be educated. Go forth and tutor!


*  Like the 30-plussers, 76% of fortysomethings have begun to save for retirement.

Opportunity: Advisors have the wonderful chance to ask questions of this group – “What are you investing in? Why? Are you on track to reach your goals? Have you begun to save for college education of your children?”

*  82% have invested in a 401(k) plan.

Opportunity: Yes, but do they have a clear idea of what they have invested in, and will those allocations help them achieve their financial goals?


*  59% of 50+ folks still plan on working past age 65, and 37% say retirement is their number one priority.

Opportunity: If long-term retirement planning is your specialty, great, these people need to hear from you.


*  42% still thing they be working past 65, either less hours per week or in another role or capacity.

Opportunity: New roles require recalibrated financial plans. Are you ready to help?

Note for current thirtysomethings and younger: the “Age-something” nomenclature springs from a popular angst-ridden TV show on ABC in the late 1980s and early 1990’s called “Thirtysomething.”

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