Involving older people in the development of financial products and services.

Abstract

Context - For older people, financial awareness is increasingly relevant in a complex market where the implications of making ill-informed decisions can be costly both financially and emotionally (National Statistics 2007). This pilot research study provided an opportunity to focus on the suitability of selected financial products for older people. Bank accounts and equity release products were selected for this study by an expert advisory panel. New marketing initiatives were being used to promote bank accounts including forms of insurance to the ‘50+’ market. Also older people are now expected to provide for their retirement and it is anticipated that equity release will be one product which may be used to fund and maintain consumer lifestyles