Targeting Pensioners in Financial Services 2025

This report looks at the absolute size of the market in different markets and regions, finding that developed countries have significantly higher numbers of retirees and soon-to-be retirees. In emerging markets, the majority of retirees and soon-to-be retirees are low-affluence consumers. The age and wealth status of soon-to-be retirees makes them easy to target based on the milestones they will experience and their financial needs, namely borrowing, investing, and saving. Soon-to-be retirees are regular users of all channels, especially online, mobile, and in-person banking. This report also addresses the retirement needs and characteristics of high-net-worth individuals, looking at channels and investments for succession and wealth planning.

As the global age profile shifts, countries face urgent challenges in designing inclusive, long-term strategies for aging populations. Developed markets are aging rapidly, while emerging markets still skew younger. This demographic divide creates two distinct opportunities: retirement income and wealth transfer solutions in mature economies, as well as early-stage retirement planning in growth markets. Younger populations in emerging economies represent a chance to capture long-term customer relationships early, using digital retirement planning tools and flexible savings products.

Scope

• The mass market makes up a significant proportion of those aged 50 and older, highlighting the persistent challenge of limited wealth accumulation before retirement.
• High-net-worth individuals are skewing significantly older than the wider population, creating a strong and sustained demand for pension and retirement planning services.
• As individuals transition into retirement, their engagement with financial products and investment holdings declines sharply, highlighting the need for banks to adapt their strategies to maintain relevance and drive continuous engagement.
• While today’s retirees may not prioritize environmental, social, and governance (ESG), tomorrow’s retirees, particularly Gen X and younger cohorts, will expect their pensions and investment products to reflect their values.
• Retirees value face-to-face engagement, holistic financial services, and the reassurance of a trusted advisor. Although, while retirees continue to rely heavily on in-person channels for investment communications, a gradual rise of mobile usage signals a generational shift that banks cannot ignore.

Reasons to Buy

• Discover the size of the retiree markets around the world.
• Understand how to best reach out to retirees and soon-to-be retirees with tailored products and services.
• Understand which channels they prefer when communicating with financial services providers.
• Learn what retirees value in a financial services provider.