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Supporting Other Underserved Communities

An opportunity to expand access – and grow your impact

Not every client fits the mold of traditional retirement planning. Many are self-employed, managing irregular income, or navigating financial decisions without access to employer-sponsored benefits or long-term guidance. Others may be juggling caregiving responsibilities, cultural expectations, or first-time wealth-building.

These clients — including small business owners, gig workers, solopreneurs, creators, multicultural communities, and low-income households — are often overlooked, not because they aren’t a viable market for insurance and financial services, but because the industry hasn’t adapted to their realities.

By recognizing and supporting these individuals, you position yourself as a forward-thinking advisor who leads with purpose and builds long-term trust.

The opportunity to serve — even when they don’t “fit the model”

These clients may not all be annuity-ready today, but your willingness to engage can lead to:
  • Greater visibility and referrals within overlooked communities
  • Long-term client relationships as their assets grow
  • A stronger brand rooted in purpose and inclusion
Offering education, listening without judgment, or simply making thoughtful referrals can go a long way — and set you apart in a crowded marketplace.

Financial Planning for Solopreneurs, Gig Workers, and Creators

Many self-employed individuals, such as freelancers, solopreneurs, gig workers and content creators, earn income outside of traditional payroll systems. Unlike small business owners with employees, these individuals typically operate as a one-person business, though they may occasionally hire contractors.

While some self-employed individuals generate significant revenue, that income can be inconsistent, making long-term planning feel uncertain or out of reach.

Without access to group benefits, retirement plans, or employer-provided guidance, these clients are frequently left to navigate complex financial decisions alone. That’s where your guidance can make a real difference in helping them build stability now and confidence for the future.

“23.4 million gig economy workers lack access to workplace retirement options, according to research from Georgetown University Center for Retirement Initiatives.” 1

Financial Planning for Small Business Owners

Many small business owners are so focused on keeping their business running that their own retirement often falls by the wayside.

“30% of small business owners say they feel even somewhat prepared to retire — and new research shows only 1 in 10 self-employed individuals are actively saving for retirement.” 2

This is where financial professionals can make a meaningful impact.

You can help small business owners build a future while they’re busy building their business — offering stability, protection, and a retirement income plan designed to match their unique needs and irregular earnings.

Annuities can provide a valuable alternative for clients who lack access to traditional retirement plans, giving them the confidence and clarity they need to plan ahead.

Financial Planning for Multicultural Clients

Clients from racially and ethnically diverse backgrounds — including first-generation Americans and bilingual households — remain underserved by the financial services industry. Cultural values shape how these clients approach money, retirement, and family obligations. Language differences, a lack of tailored guidance, and historical bias can create further barriers to trust and engagement.

Yet this community is both significant and growing.

“Multicultural consumers currently make up around 40% of the U.S. population and represent $5.6 trillion in spending power.” 3

Despite this influence, they remain largely overlooked and representation within financial services, limited.

To better serve these communities, representation in the industry must grow — but individual advisors don’t have to wait for systemic change. Those who lead with empathy, cultural fluency, and inclusive messaging can build deep trust and lasting relationships. Providing bilingual support, tailoring financial education, and showing respect for cultural norms isn’t just good practice — it’s smart business.

Financial Planning for LGBTQ+ Clients

With an estimated $1.4 trillion in spending power, the LGBTQ+ community remains underserved in financial services.4

“Nearly two-thirds of LGBTQ+ Americans say they typically live paycheck to paycheck, with 52% having less than US$10,000 in personal savings — compared to 43% overall.” 3

However, more than half (56%) of LGBTQ+ investors indicate they have worked with a financial planner in the past or currently do. 6 Many face unique financial challenges:
  • Nontraditional family or estate planning needs
  • Limited access to inclusive financial education
  • A lack of confidence in the industry’s cultural competency
  • Higher rates of student debt and income inequality
  • Higher likelihood of being denied financial services or products
  • Lower confidence in long-term financial security
  • Tip: Financial professionals who lead with empathy, inclusive language, and culturally relevant guidance can make a real difference — and build loyalty with a growing and powerful audience.

Expanding Financial Education Access for Low-Income and Vulnerable Households

While some individuals in underserved communities may not fit your ideal client profile today, they still need financial guidance. Many face systemic barriers to financial literacy.

“Studies show the percentage of US adults with poor financial literacy increased from 20% in 2017 to 25% in 2023.” 7

There is a direct correlation between income and financial literacy. Among Americans with incomes below $25,000, just 28% are financially literate — underscoring the need for accessible financial education.7

This knowledge gap is costing us and it can lead to missed opportunities, poor financial decisions, and long-term instability.

In 2023 alone, the lack of financial literacy cost Americans an estimated $388 billion, according to the National Financial Educators Council.8

By sharing resources, offering educational workshops, or simply pointing people in the right direction, you can play a key role in building a more financially confident community. This kind of support not only empowers individuals but also helps elevate your visibility and credibility as a values-driven professional.

Small efforts now can lead to bigger conversations later — and position you as a trusted resource when these individuals are ready to take the next step in their financial journey.

How Guaranty Income Life can help

At Guaranty Income Life, we believe financial security shouldn’t be limited by income type or level. We support financial professionals who want to serve with empathy and grow with purpose by providing:
  • Tools and education you can share with clients across a variety of backgrounds
  • Insights on how to connect with nontraditional earners and overlooked communities
  • Flexible annuity options that help provide protection and peace of mind
Let us help you support more people in meaningful ways.
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Take the Next Step

Contact your IMO or Guaranty Income Life sales desk at

800-535-8110

1 New Research Reveals Critical Gaps in Retirement Savings Access Across America – Georgetown Center for Retirement Initiatives

2 Retirement Plans for Small-Business Owners and the Self-Employed

3 https://www.forbes.com/sites/cmo/2024/05/01/growth-depends-on-marketing-to-multicultural-audiences

4 Accelerating Acceptance 2025 Report | GLAAD

5 A new approach to financial wellness for LGBTQ+ employees

6 https://www.cfp.net/-/media/files/cfp-board/news/2023/LGBTQ-Results.pdf

7 US Financial Literacy Statistics 2025: Key Demographics & Cost

8 Cost-of-financial-illiteracy.pdf

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