Over-50s: Targeting a mature market

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According to charity and insurance provider Age UK, there are 23.6 million people aged 50 and over: more than one-third of the total UK population. Meanwhile, this age group's wealth amounts to £6.2trn, almost 70% of the amount held by UK households, according to Saga, which targets this audience with products and services including insurance. But the over-50s are far from homogenous, making underwriting and pricing more difficult. Some customers may be less adept at buying digitally, and so