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

摘要

Context - udFor older people, financial awareness is increasingly relevant in a complexudmarket where the implications of making ill-informed decisions can beudcostly both financially and emotionally (National Statistics 2007). This pilotudresearch study provided an opportunity to focus on the suitability ofudselected financial products for older people. Bank accounts and equityudrelease products were selected for this study by an expert advisory panel.udNew marketing initiatives were being used to promote bank accountsudincluding forms of insurance to the ‘50+’ market. Also older people are nowudexpected to provide for their retirement and it is anticipated that equityudrelease will be one product which may be used to fund and maintainudconsumer lifestyles.