People naturally start thinking about retirement once they turn 50, which is usually too late. In many cases where the person works for a company, thinking about retirement can start in their 40s. Many other younger people which work for a company save in their Defined Contribution or 401(k) plans since it is required, but they are not engaged or motivated to do it.
Our customers are going to be all the people that do not have access to a company retirement plan which includes independent professionals like doctors, artists, software developers, etc. It also targets millennials and people that suddenly realize they are late in the game to prepare for retirement.
Since it is common for companies to hire “by project”, they don’t have to provide benefits to their worker. Most Millennials are being defaulted to work arrangements that defines them as solo practitioners. We want to engage these Millennials into preparing themselves for retirement. Even if they finally get a job with benefits, it is likely that careers under an employer are going to be shorter, hence the need to prepare for an uncertain future. We want to start targeting our potential customers as early as 30 years of age.
The logo should transmit they do not need to solve the problem, but advance in the correct direction. They are responsible for a part of their retirement; that it is doable, and that they can trust Retire Friday to provide the path, the motivation, the education and access to the products and services that make it happen.