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Consumers are clicking on links to articles about what their birth decade says about their personality and online quizzes that promise to rate their IQs.
John Hancock is trying to harness consumers' hunger for online grades to get them to think about longevity risk.
The life insurance issuer is using research from the MIT AgeLab to power an online tool that generates personalized scores indicating how well users are prepared to handle living a long life.
The tool asks questions about eight areas related to longevity preparedness, such as daily activities, health and care planning.
The average user gets a score of 60 out of 100, according to John Hancock.
The tool injects bits of information between questions, then offers advice about what the users can do to improve their level of preparedness once they get their scores.
In a section of tips under the care planning subscore, John Hancock recommends that users take steps such as creating or updating important documents, such as a power of attorney, and learning about care costs and funding options.
In a section on home preparedness, the company recommends that users consider features such as step-free entryways when looking at their homes or places where they might move later.
Under the finance section, the company recommends that users estimate future expenses, strengthen budgeting and saving habits, and "consider meeting with a financial professional for personalized guidance."
John Hancock says it hopes financial advisors will use the tool to help clients think about longevity risk and long-term planning goals.
Credit: drubig/Adobe Stock
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