The Sandwich Generation’s Financial Stress Is Real—And So Is the Opportunity

💡 The Opportunity
There are 15–20 million Gen Xers navigating the “Sandwich Generation” challenge—caring for aging parents, supporting adult children, and managing their own financial futures. Their biggest need? Trusted financial advice delivered through a Human Digital Experience.

💰 The Financial Load is Heavy
These midlife caregivers are often dealing with:

• $64K–$100K+/year for assisted living

• $6K/month for in-home care

• $600–$1,000/month for adult kids

• Retirement planning—for themselves

No surprise that 61% of Gen Xers say they’re worried about their financial future.

🎯 What Gen X Wants
They aren’t looking for a one-size-fits-all solution. They want:

• Tech tools to model scenarios, forecast tax impacts, and test tradeoffs

• Human connection to make sense of life-stage complexity

• Advisors who understand caregiving and life juggling

📣 The winning strategy?
Financial Advisors who pair technology with empathy will earn trust and long-term loyalty.

📘 For more insights, see Chapter 4: “The Sandwich Generation” in
Gen X: The X Factor for Growth