Category: finance and retirement

Retirement isn’t a finish line. For today’s older adults, it’s a transition into a new phase defined less by rest and more by meaning. As people live longer, stay healthier and remain mentally engaged well into later life, retirement is being redefined as an opportunity to contribute, create and stay connected.

Across the senior living and aging services landscape, one thing is clear: today’s seniors don’t see themselves as “slowing down.” They see themselves as redirecting energy toward what matters most.

FROM CAREERS TO SECOND ACTS

Many retirees are pursuing second careers, consulting roles, or entrepreneurial projects that allow them to apply decades of experience without the rigidity of full-time work. Others are investing time in volunteering, mentoring younger generations, or supporting causes they care deeply about.

Research consistently shows that older adults who engage in purposeful activity experience higher levels of life satisfaction, emotional well-being, and cognitive health. Purpose-driven aging isn’t just aspirational, it’s foundational to longevity and quality of life. For senior living communities, this means residents aren’t just looking for amenities; they’re looking for opportunities to stay useful, valued, and engaged.

CREATIVITY, CONNECTION, AND CONTRIBUTION

Creative pursuits are also playing a major role in redefining retirement. Writing, art, music, teaching, and community leadership give older adults new ways to express themselves and stay socially connected. These activities foster identity and belonging, two things that become increasingly important with age.

Technology has accelerated this shift. Virtual learning platforms, remote work, and online communities make it easier for seniors to stay active and involved, regardless of physical location. This challenges outdated assumptions about technology adoption and reinforces the need for senior living marketing to reflect reality, not stereotypes.

WHAT THIS MEANS FOR SENIOR LIVING MARKETERS

For marketers, the implications are significant. Messaging centered on “taking it easy” or retreating from life often misses the mark. Today’s older adults respond more strongly to narratives about growth, autonomy, purpose and contribution.

Senior living marketing strategies should highlight real resident stories, meaningful programs, and opportunities for engagement beyond leisure. Show how communities support second acts, lifelong learning, volunteering, and creativity. When brands align with how seniors see themselves, trust builds faster, with residents and their families alike.

Redefining retirement isn’t about rejecting leisure. It’s about expanding what retirement can be. And the communities that recognize this shift are better positioned to connect, convert, and create long-term value.

VARSITY’S VIEWPOINT

Today’s seniors aren’t stepping back from life, they’re stepping into what’s next. Marketers should move beyond passive retirement messaging and spotlight purpose, contribution, and growth. Authentic storytelling around real engagement is what drives relevance, trust, and meaningful connection.

For a growing share of adults, aging without children isn’t a hypothetical. It’s a planning reality that challenges many of the assumptions baked into financial, estate and senior living models today. Questions around decision-making, care and responsibility don’t disappear without heirs, they become more urgent. Yet too often, those questions go unaddressed until a crisis forces them into the open.

That was the focus of a recent conversation on Varsity’s weekly Roundtable, where we welcomed Dr. Jay Zigmont, Founder and Chief Visionary of Childfree Trust and Childfree Wealth. Dr. Zigmont shared insights on how life, financial and estate design must evolve for childfree and permanently childless adults. Below are a few Fresh Perspectives from his discussion.

THE “FIDUCIARY VOID” IS A GROWING PLANNING RISK, NOT A NICHE ISSUE

Roughly one-quarter of U.S. adults are childfree today, and that share is growing fast among younger generations. Without a default next of kin, decision-making gaps around medical care, finances and housing are becoming one of the most overlooked risks in retirement and aging planning.

AGING WITHOUT CHILDREN REQUIRES EARLIER, MORE INTENTIONAL PLANNING

For childfree clients, waiting until retirement age is often too late. Long-term care planning, including how care is funded and who makes decisions, needs to begin by the mid-40s to avoid crisis-driven outcomes and court involvement later on.

FRIENDS ARE A VALUABLE OPTION, BUT NOT A SCALABLE SOLUTION

Naming a trusted friend can work in the short term, but multi-year care needs, cognitive decline and complex paperwork create an unsustainable burden for most non-professionals. A professional fiduciary serves as a necessary backstop when personal networks can no longer carry the weight.

SENIOR LIVING COMMUNITIES ARE ABSORBING RISK THEY DON’T ALWAYS SEE

Allowing residents to move in without fully executed and current estate plans creates exposure for both residents and operators. Decision-making ambiguity isn’t just a legal issue, it’s an operational and ethical one that surfaces during medical events, transitions or decline.

CHILDFREE ADULTS REPRESENT BOTH AN UNDERSERVED AND HIGH-VALUE MARKET

Childfree adults, especially women, are among the highest net-worth demographic groups in the country. They are actively seeking intentional community, but current senior living messaging rarely reflects their lives, priorities or social structures.

PROFESSIONAL FIDUCIARY SUPPORT IS SHIFTING FROM LUXURY TO NECESSITY

What was once only accessible to ultra-wealthy households is becoming essential infrastructure for solo agers. Membership-based models that combine documentation, decision-making authority and emergency response signal a broader shift toward proactive, lifelong support rather than reactive crisis management.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit 

your name and email address here. 

With so much uncertainty in today’s economy, senior living leaders are facing critical questions about how to safeguard their missions while staying financially resilient. Ryan Young, Vice President and Financial Advisor with the SY Group at Morgan Stanley, joined Varsity’s Roundtable to help make sense of it all. 

Drawing on his work with both institutional and private clients—including CCRCs and in-home care providers—Ryan explored the intersecting forces of inflation, employment trends, investment behavior, and public policy, including key takeaways from the “One Big Beautiful Bill.”

From the influence of mega-cap tech stocks to the surprising resilience of international markets, his message was clear: volatility is here to stay, but so is opportunity, for those ready to adapt.

NEW LEGISLATION DEMANDS NEW STRATEGY

Policy shifts like the “big beautiful bill” could impact Medicaid reimbursements, labor costs, and philanthropy. Organizations need to assess how these changes will affect reserves and start adapting now—before financial pressures hit home.

DIVERSIFICATION ISN’T JUST SMART—IT’S CRITICAL

A handful of tech giants are driving market performance, but that kind of concentration is risky. For nonprofits and institutions, a well-balanced portfolio offers a safer path through uncertainty.

RESERVES NEED TO BE STRESS-TESTED

With rising costs, potential funding cuts, and donor fatigue, organizations should model out their reserves over the next 10–20 years. The goal: ensure long-term sustainability while staying true to your mission.

MARKET VOLATILITY IS HERE TO STAY

We’ve seen three bear markets in five years—two of them short but dramatic. The lesson? Financial planning must account for fast-moving downturns and equally swift rebounds.

TARIFFS COULD STIR UP SURPRISE INFLATION

Businesses are bracing for the ripple effects of delayed tariffs. While inflation hasn’t hit hard yet, it’s likely coming. The challenge is predicting when and where it shows up.

RATE PRESSURE IS HITTING SENIOR LIVING HARD

High interest rates are making it tough to invest in or expand senior living facilities. Relief could come if rates drop, but for now, real estate and healthcare remain under financial strain.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here.

We celebrated our 250th Roundtable meeting with a truly special guest. Diane Harris is an award-winning journalist, a speaker and an author with an expertise in personal finance and financial wellness. She’s a New York Times contributor, a former editor-in-chief of Money Magazine, and a former deputy editor of Newsweek.

Our conversation with Diane covered everything from retirement planning to solo aging, and included a sneak peek at some articles she’s currently working on.

Said Diane, “Wherever you are right now, there are things you can do to improve your financial situation.”

STARTING SMART, NO MATTER YOUR AGE

It’s never too late to take control of your finances. Small steps like bumping up retirement contributions or cutting unused subscriptions can boost savings and confidence. Prioritizing spending, building an emergency fund, and rethinking financial support for adult children can all strengthen long-term security.

SOLO AGERS NEED A PLAN

Aging without a built-in support system requires proactive planning. From naming a younger, trustworthy emergency contact to building a financial team, solo agers benefit from having structure in place. Creating a safety net helps reduce vulnerability and ensures future decisions are handled with care and clarity.

PRINT EVOLVES, DIGITAL EMPOWERS

Print media isn’t gone—it’s just different. It now offers depth, prestige, and a tactile experience digital can’t match. Meanwhile, embracing digital opens doors to innovation and connection. The key takeaway? Senior living communities can learn from media: diversify, adapt, and meet audiences where they are.

THE RETIREMENT DANGER ZONE

The five years before and after retirement are critical. Market volatility, health shifts, and lifestyle changes can seriously impact long-term financial health. Whether you’re retiring solo or as a couple, this window requires careful planning, flexibility, and often the guidance of a trusted financial advisor.

ADVISORS AS AGING GUIDES

Financial advisors do more than manage investments—they help people navigate big life transitions, like moving into senior living. From evaluating entrance fees to unlocking home equity, their insight ensures decisions align with clients’ goals, resources, and the lifestyle they want in their next chapter.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here. 

Diane Harris is a former editor-in-chief of Money Magazine and a former deputy editor of Newsweek. She’s an award winning journalist, a well-traveled speaker and an expert in personal finance and financial wellness. She also recently wrote an article for the New York Times about solo agers and planning for retirement when you’re on your own.   

On a recent episode of Varsity podcast, Roundtable Talk, Derek and Diane talked about solo aging (and the classic mistake that many solo agers make when choosing a proxy), financial longevity, how retirees can plan for healthcare costs and easing into retirement by keeping a hand in the workforce, not your whole body. 

Here are some fresh perspectives from that conversation: 

WHAT ADVICE FROM EXPERTS SOLO AGING STOOD OUT TO YOU?

It was a fascinating topic. I was really surprised to learn how large a population solo-agers are. What was most valuable in terms of advice was that solo-agers face the same issues as everyone else, but without someone to rely on, they need different solutions. 

The experts stressed to me that solo-agers have to approach planning with an extra layer of intentionality and urgency. That phrase really stuck with me. It’s not that the issues are different—it’s that different circumstances may dictate different solutions.

WHAT ARE SOME OF THE UNEXPECTED BENEFITS OF SOLO AGING?

I’m so glad you asked that. A recent AARP study found that when solo-agers were asked about their experience, the top three responses were all positive—independence, satisfaction, and happiness. And the number one benefit? Freedom.

There’s a great advantage to not having to run your decisions by someone else. If you want to travel, you can. You don’t have to compromise. You don’t need permission. There’s a lot of joy in having the freedom to shape your life exactly the way you want.

WHAT STRATEGIES CAN LATE SAVERS USE TO MAXIMIZE THEIR RETIREMENT FUNDS?

Wherever you are, there are steps you can take. The number one regret people have is not saving sooner or saving enough. But even if you got a late start, you can catch up.

If you have a workplace retirement plan with a match, make sure you’re contributing enough to get the full match—it’s free money. If you’re over 50, take advantage of catch-up contributions. And if you’re between 60 and 63, starting next year there’s going to be an even larger catch-up contribution available.

WHAT ADVICE WOULD YOU GIVE YOUR YOUNGER SELF?

Be bolder. Every time I’ve taken a big risk, it’s rewarded me. If I could go back, I’d tell myself to take that year abroad, to move to a different part of the country, to not be so bound by golden handcuffs. I’d remind myself that richness in life isn’t just about money—it’s about experiences.

Want to hear more from Diane? Check out the full episode of Roundtable Talk for more fresh perspectives. Watch new episodes of Roundtable Talk on the Varsity website and on Apple Podcasts, Spotify, and iHeartRadio.