Grey clouds or silver linings?

The ageing society has been discussed in re/insurance for decades. The industry recognises the need for later-life propositions but, beyond pockets of success and established savings businesses, it has struggled to turn talk into action. Reasons include over-complicated products seen as too expensive when consumers are willing to buy. One key to unlocking the “silver economy” is to move away from a “one-size-fits-all” global product and towards a better understanding of challenges within specific markets. To support this, Swiss Re has undertaken silver economy consumer research in two of Continental Europe’s larger markets: Germany and France.