With many students graduating from college this month, some part-time empty nest consumers could find themselves with added monetary pressure and juggling their schedule a bit more – especially if they are part of the “sandwich generation.”

This “movement,” so to speak, continues to gain momentum annually for those who find themselves unintentionally trapped in a situation where they need to take care of their aging parents and their children at the same time. Trying to make everyone happy usually doesn’t result in a positive income in general – but instead could leave these consumers emotionally, physically, and financially drained in the process.

Based on a recent USA Today article, a 2025 survey of 1,024 Americans ages 40 to 59 by retirement services company Athene showed almost 75% of respondents in the sandwich generation had adjusted their retirement goals to support their adult children and aging relatives. They reduced expenses, delayed retirement, or dipped into their retirement savings while others planned not to retire at all, the article stated.

AIP Marketing Alliance, an Integrity Company, understands some of the concerns that may come along with not “volunteering” to be a part of the sandwich generation. However, consumers also should not get distracted from their personal retirement planning strategy due to possible financial constraints caused at both ends of the sandwich generation spectrum.

Thankfully, licensed insurance agents and financial professionals can receive guidance on helping start the “larger conversation” with aging parents through some sandwich generation resources through Athene, one of AIPMA’s contracted carriers. As part of their Smart Strategies articles, agents can leverage some of these resources to share with clients and prospects to alleviate potential emotional strain on everyone involved.

In their article, Multigenerational retirement planning for the sandwich generation, Athene provides some guidance about opening up a larger family conversation to discuss some difficult topics including income sources and estate planning, as well as helping your children understand budgeting and building retirement accounts.

One suggestion in the above Athene article involves consumers creating a family financial plan by developing shared goals for long-term care for parents, education or housing money for children, estate or inheritance plans, and/or legacy or philanthropic goals. Other pieces of these conversations could include agreeing on roles and responsibilities, setting milestones, scheduling regular family financial check-ins, leveraging helpful tools (spreadsheet, document), planning for the unexpected (healthcare needs, job loss, early retirement), and reviewing tax strategies.

That’s where you – as the financial professional – can help bridge the communication gaps that will occur. Some parents are very protective of their personal information (money in the bank/investment accounts, health issues or natural declines in mental cognition, etc.).

Sometimes, the good, bad, or even the ugly could occur unexpectedly – and then the middle of the sandwich is left not knowing what to do, not being able to do what needs to be done, or even worse, finding themselves in an emotional situation in probate court.

Do you have a client or prospect stuck in the middle of the sandwich generation? Looking to help them stay on track for their retirement while not getting overwhelmed by playing ping-pong between their children and their parents?

First off, we’ll defer to the multiple Athene Smart Strategies consumer-approved articles on the sandwich generation as a way to initiate the conversation. AIP Marketing Alliance also has access to multiple approved flyers, articles, and other sandwich generation content from our more than 80 contracted insurance carriers nationwide.

If “that” conversation does happen, AIPMA also has the resources to help consumers get their retirement planning back on track, assess whether changes could be made to improve performance of their current selected retirement choices, and develop a plan in case an unknown situation happens to all parties involved.

AIP Marketing Alliance will segue into a topic that could, or most likely will, impact all three pieces of your sandwich generation family. Per the USA Today article, approximately 70% of people turning age 65 are expected to need some form of long-term care, according to the U.S. Department of Health and Human Services. As a reminder, traditional health insurance and Medicare typically do not cover LTC expenses, so that’s why AIPMA also refers to the CareScout website to help estimate these potential costs (as needed).

Summer is a perfect time to contact your clients and start the sandwich generation conversation and assess whether a family conversation could benefit and protect everyone involved.

This isn’t a life insurance or annuity product sale. It’s a planning and protection conversation. Remember, when something unexpected or expected happens impacting a family, you are the first person they will contact regarding questions about these products and expecting answers about the life insurance policy or annuity.

AIP Marketing Alliance has #TheRightMIXin26 and beyond to help you with this conversation starter and position retirement planning strategies that align in the best interests of the family, their parents, and their children. Our Business Development team can provide guidance and illustrations for general or even niche situations. Contact us at (800) 783-5206, Press #2 or marketing@aipma.com. We’re here to help you out!

We are #TheRightMIXin26 for independent insurance wholesalers and agents. For more than 40 years, AIP Marketing Alliance (AIPMA), an Integrity Company, serves as a premier life insurance and annuity distribution partner to provide full-service support to independent wholesalers, brokerages and agents from our Troy, Michigan office. NOT AFFILIATED WITH OR ENDORSED BY THE GOVERNMENT OR THE MEDICARE PROGRAM.

AIP Marketing Alliance is committed to supporting our independent insurance wholesalers and agents. Visit our blog on aipma.com to stay informed on these upcoming launches and learn why wholesalers nationwide choose AIPMA as their distributor for selling life insurance, annuities, long-term care insurance, final expense, and much more. Ask about lead programs, access to IntegrityCONNECT’s technology, myAIP CRM platform with customizable recruiter portal, and online tools/resources designed to grow your business. The difference is personal.

AIP Marketing Alliance, an Integrity Company, has developed this electronic communication for informational and educational use only. Be advised, AIP Marketing Alliance, Inc., does not provide legal advice, tax advice, or guidance on issues involving securities laws, insurance laws nor securities or insurance regulations. This material should not be relied on as providing any such advice or guidance to either agents or retail consumers. Within this communication, AIPMA shares links for usage as information only. This content should not be interpreted as solicitation to purchase life insurance, annuities, or other products or as advice designed to meet your clients’ specific needs. Content involving fiduciary, tax, or legal advice should be directed to your legal, tax, and financial professionals for specific advice or product recommendations. AIPMA will not accept any legal liability resulting from any use of 3rd party material(s).