How Aegon’s ‘Second 50’ Research Reveals Key Marketing Opportunities for Financial Advisers
Recent research from Aegon’s Second 50 initiative provides compelling insights into retirement confidence trends across the UK, revealing significant marketing opportunities for financial advisers. The data shows confidence in comfortable retirement rising from 22% in 2023 to 33% in 2025, yet significant demographic gaps persist that present clear targeting opportunities.
The Confidence Gap: Understanding Your Target Market
Key Demographics Showing Low Retirement Confidence
The research reveals striking disparities in retirement confidence that directly translate into marketing opportunities:
Women vs Men: Only 23% of women feel confident about retirement compared to 43% of men, presenting a significant opportunity for gender-specific client communication training and messaging.
The 45-54 Age Bracket Crisis: Perhaps most surprisingly, confidence drops to just 14% among 45-54 year-olds—lower than any other age group. This demographic represents prime earning years but maximum anxiety, making them ideal candidates for comprehensive financial planning services.
Income-Based Disparities: Low-income workers show only 18% confidence versus 71% for higher earners, highlighting the need for tiered service offerings and accessible lead generation campaigns.
The Anti-Ageing Paradox: A Unique Marketing Angle
One of the most intriguing findings shows people aged 18-49 spend nearly £297 annually on anti-ageing products, whilst those in their 50s—who report the lowest retirement confidence—spend only £100.80. This paradox presents a powerful messaging opportunity.
Financial advisers can develop content creation strategies around redirecting anti-ageing spending towards retirement planning. The message “Invest in Your Future Self, Not Just Your Current Appearance” could resonate strongly with younger demographics whilst addressing the confidence crisis facing older clients.
Marketing Strategies Informed by the Research
Confidence-Building Campaigns
The dramatic improvement from 22% to 33% confidence suggests that positive messaging works. Consider developing thought leadership content that focuses on:
- Success Stories: Highlighting the journey from uncertainty to confidence
- Benchmark Positioning: “Join the Confident 33%” messaging for those already optimistic
- Gap-Closing Strategies: “From 14% to 71%” campaigns targeting specific demographic groups
This approach aligns with broader industry trends, as highlighted in our analysis of retirement planning confusion opportunities.
Demographic-Specific Messaging
For Women: Develop campaigns addressing the confidence gap with messaging that acknowledges unique challenges whilst providing practical solutions. Consider client journey mapping specifically designed for female clients.
For Mid-Life Clients: The 50-something demographic shows both the lowest confidence (14% for 45-54 year-olds) and reduced anti-ageing spending, suggesting they’re becoming more realistic about ageing. This presents an opportunity for “mindshift” messaging that reframes ageing as empowerment rather than decline.
For Higher Earners: While 71% of higher-income earners feel confident, this still represents a 29% market opportunity among affluent clients who should feel secure but don’t.
The ‘Mindshift’ Opportunity
Aegon’s research emphasises the psychological aspects of retirement planning through their “Money:Mindshift” approach. This concept—moving from viewing ageing as decline to seeing it as opportunity—provides a sophisticated positioning strategy for advisers.
Consider incorporating psychological elements into your brand positioning and messaging, particularly around:
- Reframing Conversations: Instead of focusing on what clients are losing (youth, time), emphasise what they’re gaining (freedom, perspective, control)
- Cultural Leadership: Position your practice as forward-thinking about changing retirement expectations
- Holistic Planning: Integrate lifestyle and psychological considerations into financial planning discussions
This psychological approach complements findings from other industry research about the £63 billion advice gap.
Implementation Strategies for Advisers
Content Marketing Opportunities
Develop email marketing campaigns that address specific confidence gaps:
- Monthly Confidence Builders: Regular content addressing common concerns by demographic
- Mindshift Moments: Content that reframes aging and retirement positively
- Success Metrics: Share anonymised client stories showing confidence improvements
Client Experience Enhancement
Use the research insights to improve your client experience strategy:
- Confidence Assessments: Include confidence measurement in your client onboarding
- Demographic-Aware Planning: Tailor your approach based on the confidence patterns revealed in the research
- Progress Tracking: Monitor how your advice affects client confidence over time
Lead Generation Applications
The confidence gaps present clear opportunities for targeted lead generation:
- Women-Focused Initiatives: Webinars and content specifically addressing female retirement confidence
- Mid-Life Crisis Marketing: Campaigns targeting the 45-54 anxiety peak
- Income-Tier Messaging: Different approaches for different economic segments
Leveraging Industry Trends
The Second 50 research aligns with broader industry developments, including intergenerational wealth concerns and changing retirement expectations. Forward-thinking advisers can position themselves at the forefront of these trends.
Consider how this research supports your analytics and reporting strategies—using confidence metrics alongside traditional financial measures to demonstrate value to clients.
Referral Generation Opportunities
The stark demographic differences in confidence levels present natural referral generation strategies. Confident clients in one demographic can be powerful advocates for reaching underconfident groups, particularly when messaging acknowledges the specific challenges each group faces.
Conclusion: From Research to Revenue
Aegon’s Second 50 research provides a roadmap for addressing the psychological and demographic factors that influence retirement planning decisions. By understanding the confidence gaps and cultural attitudes towards ageing, financial advisers can develop more effective marketing strategies that resonate with specific client segments.
The key is translating these insights into actionable campaigns that address both the rational and emotional aspects of retirement planning. Whether through enhanced client communication approaches or sophisticated content strategies, the research provides a foundation for more effective marketing that directly addresses client concerns and builds genuine confidence in retirement planning.
For more insights on retirement planning marketing opportunities, explore our comprehensive guide to leveraging industry research for practice growth.
