AARP: Lifetuner.org

Reaching a new audience of young adults with tools and guidance to approach a more confident financial future.

AARP teamed with Essential to reach beyond its traditional adult demographic and address the financial literacy of an increasingly dependent young-adult population. They sought to engage young adults in a positive, future-oriented dialog about money, and ultimately affect enough behavior change that would help them reach important goals in their financial lives.

Working with AARP and Peer Insight, Essential designed an approach to understand the attitudes of 25- to 34-year-olds towards money, and to identify the types of products and services needed to improve financial health. Research methods included hands-on strategy sessions, cross-functional team brainstorming, visual collaging, custom co-creation, and one-on-one interviews.

Rigorous analysis translated the findings into recommendations that enabled AARP to create an assessment, planning, and product service that confidently helps this generation take control of their financial future.