Copyright 2009 J. Coughlin Friends, Finance, & the Future of Advice Joseph F. Coughlin, Ph.D. Director April 29, 2009 Presentation to the Million Dollar Round Table

Copyright 2009 J. Coughlin

The ‘Me’ Generation Rewrites ‘Ritz Rules’ “The notion of what our parents wanted … is different from what today’s generation wants.” Source: WSJ 6/23/06

Friends, Finance & Future of Advice Women & Social Networks Social Networks as Filters Friends & Family as Validation Looking for People Like Me Boomers Need More Information Future of Advice Emerging Technology Platforms Copyright 2009 J. Coughlin

1. Women & Social Networks Women most educated. Female workforce -- all time high ~70%. Live longer than men. Family CEO -- place premium on solutions not products. Comprehensive solution & information seekers

Copyright 2009 J. Coughlin

Implications for Financial Advisory & Practice Management Develop client relationships that build predictability – trust as well as results. Provide comprehensive explanations of recommended strategies that address financial performance and larger value, e.g., how one product may benefit survivors or LTC issues, etc.

2. Social Networks Information Filter Emotional Filtering & the Older Consumer + enhanced emotion-regulation & social adjustment – missing negative (potentially crucial) information

Implications for Financial Advisory & Practice Management Emphasize positive results of planning, ‘what can be done.’ Address emotional concerns as well as factual impacts of planning. Identify what can be done for others, e.g., legacy, reduction of financial and emotional burden on family members -- “planning is a gift to others.”

Copyright 2009 J. Coughlin 3. Friends & Family as Validation More choice, more freedom, more to do. Growing expectations by and for the consumer to do more, be more responsible and to balance competing demands, e.g., health, finance, work, family, caregiving, education, civic duty.

Copyright 2009 J. Coughlin The Consumer’s Daily “Job” Navigating Life’s Tyranny of Trade-Offs Faith Self Life Planning Marriage Eldercare Children Education Work Friends Transportation Home Civic Engagement Retirement Health

Copyright 2009 J. Coughlin Consumer Fatigue 54% of baby boomers agree with the statement: “I am too tired to do all the things I want to do.” - Yankelovich (2006)

Implications for Financial Advisory & Practice Management Whenever possible, ‘auto’ is everything. Serve as a solutions provider, not as a planner. Aggressively identify and pursue other venues for ‘time to plan,’ e.g., employer worksite, affinity events, such as college or military reunion.

4. Trust in “People Like Me”

Trust in a Time of ‘Crisis’ Three Examples: - Watergate - Johnson & Johnson Focus on system trust versus individual trust Current financial crisis, different tact -- focus must be on individual relationships

Implications for Financial Advisory & Practice Management A brand name is not a guarantee for consumer loyalty without performance Good performance is a given; distinguishing yourself in the market depends on the additional services and convenience you can provide History is…history

Copyright 2007 J. Coughlin 5. Boomers Need & Want More Information to be Better Planners

Copyright 2007 J. Coughlin

Implications for Financial Advisory & Practice Management Provide working actionable knowledge, not more information. Present comprehensive but accessible materials. Understand and be prepared to serve multiple roles -- agenda-setter, coach, teacher, expediter.

Copyright 2007 J. Coughlin 6. Future of Advice

Implications for Financial Advisory & Practice Management Engage entire household in establishing family financial strategy. Become familiar with adult children or social network. Read and participate in extended/virtual social networks, e.g., on-line reputation, presence, etc.

“Our Living Room” Emerging Technology Platforms for Social Networking 200 M people on Facebook Now about 1.5 million female users older than 55 on Facebook 550% increase over six months ago. People younger than 25 grew by less than 20%. Boomers use social network sites differently than younger users -- getting to know new people and learn new things "Boomers are really affected by what's going on, and they like not to be alone with their thoughts.” Robin Wolaner, TBD.com

Copyright 2009 J. Coughlin On-Line End-of-Life Planning & Family Financial Management On-line planning strategy Life insurance policy bundled with 24/7 concierge services anywhere in North America. Gateway product to develop relationship with family.

Implications for Financial Advisory & Practice Management  listic life planning, longevity planning, not retirement planning, e.g., starting a business, part- time work, discretionary healthcare costs. Capacity to link financial planning & products with practical solutions, e.g., eldercare services. Comprehension of overlapping between privately funded and publicly provided services.