The majority of candidates for annuities are older men and women. These "Senior Americans" are the generation that came on the scene between 1909 and 1945. Born to economic uncertainty, these men and women fought for their country in World War II, Korea and, for the very youngest of them, throughout the Vietnam War. Their core values are a roll-call of traditional American culture – honor, optimism, selflessness, and dedication to a higher purpose (self-sacrifice equals virtue).

Most of the key financial needs of the senior market cluster in a period starting 10 to 15 years before retirement, and ending about 10 years after retirement. These folks may have gone many years without seeking financial assistance. Now they're at a financial crossroads, facing complex choices, and they don't want to make them alone.

Seniors may have been born to economic uncertainty, but according to the New York-based Direct Marketing Association, this age group represents $3 trillion in purchasing power and controls 80 percent of the nation's wealth!

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