From Retirement to Reinvention
Finance is about risk management, retirement planning, and wealth preservation, especially for older customers. Communications are cautious, paternalistic, and often rooted in fear:
Don’t outlive your money. Protect your future. Prepare for what comes next.
This framing reduces older adults to a narrow financial role: asset holders in decline.
It’s a limited, fear-based model — and it’s out of sync with how the modern 50+ consumer thinks, lives, and aspires.
Reframed: Finance
What the Epilogue Lens Reveals:
Older consumers aren’t winding down.
They’re starting businesses, remarrying, funding their children’s ventures, mentoring startups, relocating, and reimagining their own next chapter.
They’re not afraid of outliving their money. They’re afraid of not using it meaningfully. This is not just retirement.
This is a reallocation of wealth toward purpose, autonomy, and agency.
Across Asia, we also see:
The rise of the triple-decker sandwich generation (supporting parents, kids, and planning for self)
Growth in encore entrepreneurship
An increase in intergenerational wealth conversations, especially among families managing multiple currencies, properties, or businesses