The conventional roster of life milestones is under review. Having kids in your 30s is no longer a given, if kids are part of the plan at all. Career progression is non-linear. Older Adults are finding new forms of independence. And Gen Z are embracing a more fluid definition of home.

Pension pots don’t always provide people with the financial cushion they need so Boomers are taking the health of their retirement finances into their own hands. River Financial’s professional, secure, and easy-to-use service is helping over-55s get into cryptocurrency trading.

Awareness of the finance sector's impact on the environment is changing people’s approach to money. Lifting the lid on UK pension funds and deforestation is the Make My Money Matter campaign, encouraging people to take a closer look at their finances and to switch to progressive investments.

Research from the Centre for Ageing has found financial insecurity is on the rise amongst UK seniors. With growing inequalities and shifting milestones turning the reality of modern retirement into something more complex, calls for more proactive later life support are steadily growing.

For Gen Yers, many of whom entered the job market during the Great Recession and have since endured a pandemic-induced downturn, pensions may sit low on the list of financial priorities. But that doesn’t mean they don’t want to save for retirement. So, how can brands help them set money aside?