Help your Gen X clients get their retirement plans back on track.

Investors in Generation X (age 45-60) should be cruising into the home stretch of retirement planning. Instead, many are at a crossroads.

A recent Advisor Authority survey of Gen X investors, powered by the Nationwide Retirement Institute^®, found a majority of Gen X pre-retirees haven’t prioritized retirement planning. Now that retirement is imminent, they’re hustling to put plans in place—and looking for guidance from financial professionals.

Many Gen Xers have put off retirement planning…

61%

of non-retired Gen Xers didn’t feel retirement was a priority until age 50 or older.

…but some are taking steps now to prepare.

34%

increased retirement account contributions after realizing retirement was near.

Economic pressures are complicating the retirement outlook.

For most Gen Xers, economic factors such as inflation and market volatility are creating uncertainty about their ability to retire comfortably.

One in four (25%) are concerned their savings will run out 14 years into retirement.

Around two in five (43%) say they’d continue working in some capacity to supplement income out of necessity.

Couple talking with a Financial Professional sitting at a desk

What’s working with current Gen X clients?

Financial professionals are adopting specific approaches with Gen X clients to guide them through the final years of their retirement preparations.

Frequent and flexible communication

Introducing annuities

Kick-start Gen X retirement plans by focusing on income.

A plan for guaranteed income throughout retirement goes a long way toward building future financial security. This is a great starting place for conversations with Gen X clients.

32%

of Gen X investors and 39% of financial professionals cite insufficient retirement income as one of the biggest obstacles to retirement readiness.

Whether it’s retirement income or other financial goals for your Gen X clients, Nationwide is ready to support you with tools, resources and solutions that simplify the planning process.

Discover the different ways Nationwide can help you and your clients.

Disclaimer

The Harris Poll, on behalf of Nationwide, conducted an online survey in the U. S. among 510 advisors and financial professionals and 2,007 investors ages 18+ with investable assets (IA) of $10K+, August 19-September 2, 2025. Among the investors, there were 580 Gen X (age 45-60).

This material is not a recommendation to buy or sell a financial product or to adopt an investment strategy. Investors should discuss their specific situation with their financial professional.

Nationwide Investment Services Corporation (NISC), member FINRA, Columbus, Ohio. Nationwide Retirement Institute is a division of NISC.