Just Group
Delivering fresh insights
on Baby Boomers
Insight
Baby Boomers remain the focus of retirement planning, but their experiences are changing fast. Rising costs, longer lives and diverse lifestyles mean this group can’t be treated as one audience. To help advisers and wealth managers serve them better, Just commissioned fresh segmentation research uncovering six distinct personas — each with their own expectations and needs. The challenge was to turn these insights into something practical and highly engaging for the industry.
Impact
Our campaign, Just Ask the Boomer Boffins, used targeted programmatic and LinkedIn ads to drive traffic to a dedicated thought-leadership hub. This site brought the research to life with clear, accessible storytelling, sparking new conversations about how to tailor retirement products and advice to the realities of today’s Baby Boomers. The campaign positioned Just at the forefront of insight-driven financial planning and strengthened its reputation as a partner helping advisers adapt to a rapidly shifting retirement landscape.
Campaign launch video
"The development of the Gen Voices platform and the advertising campaign has outperformed the expectations we set out when we developed the brief. Brilliant engaging creative combined with smart media planning. It’s gone so well we’ve quickly followed up the GenX work with Boomers."