Mike Sullivan and Dick Ross founded 50-Plus Communications Consulting in 1996 because of their belief that the financial services industry was missing a major opportunity. People over age 50 own most wealth in America, yet both sales techniques and communications are usually based on how younger individuals think.

Dick (Click for Bio), who was trained as a social psychologist and has 25 years experience studying investor behavior and applying the results to investment marketing, and Mike (Click for Bio), who has 20 years experience marketing financial services, felt that state-of-the-art knowledge could significantly improve the effectiveness of financial organizations and individual financial advisors.

Like the population it markets to, 50-Plus views the world holistically: financial behavior among adults is the result of complex factors, most of which are rooted in life, not investment, issues. Consequently, it uses the findings of gerontology (the study of aging), physiology, brain research, clinical psychology, cultural anthropology, social psychology, as well as economics to understand the dynamics of financial decision-making. It reviews research on core motivations and life experiences of individuals in their 40s, 50s, 60s, and 70s.

It then filters that research through its own knowledge of how real investors and buyers of other financial services act, based on years of experience in the field.

And it filters the research through its own knowledge of the regulatory, institutional and business constraints and practices of the investment, insurance and banking industries.

That in-depth understanding of both buyers and sellers of individual financial services lets 50-Plus develop practical tools that work in the market place. These include education and training, sales ideas, seminars, sales presentation techniques, referral-acquisition techniques, marketing and sales communications.

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