Jun '25 • Later Life Advice 👴🏼
Later life advice needs to start ditching the clichés
Let’s talk about how financial advisers are visually representing the 55+ market. Because if your website features someone smiling on a park bench… walking hand in hand on a deserted beach at sunset… or flying a kite with a grandchild - congratulations. You’ve successfully ticked every stock photo cliché known to man.
And don’t get me started on the compass. Or the lighthouse. Or that pair of hands cupping a seedling...
Now let’s get real - are they still representative of people aged 55 and over? Because the truth tells another story…
The 55+ market isn’t slowing down. They’re not winding down. They're turning the amp up to 11.
They’re front-row at rock and metal concerts. Running marathons. Starting new businesses. Launching podcasts. Touring with their bands.
Mick Box of Uriah Heep turns 78 this week. Rob Halford of Judas Priest is 73. Ringo Starr is 84. Bruce Springsteen is 75. Mick Jagger is 81. All still touring. Meanwhile, the strongest person in my Ashtanga yoga class - is Jean - and she doesn't mind me saying she is 87. She'll out-plank you every time.
This is later life for many in 2025.
So perhaps it’s time our marketing caught up and started ditching the clichés. Because as people live longer, stay active and expect more from life… later life advice matters more than ever.
I'm really looking forward to attending the National Later Life Lending Adviser Conference at Silverstone next week. Hope to see you there - come and tell me who your favourite aging rocker is... 🤘
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Later life advice needs to start ditching the clichés
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