The overarching problem of identity in retirement is at the core of the human challenge. This identity shift means that people will start to question who they are and who they want to be. That’s why it’s important to start with who not why!. By starting with who people for the first time since their childhood have the opportunity to truly shape their identity, free from the influence of corporate world.
 The identity challenge can then be divided into 3 core areas of focus:
1.    Overcoming frugality – How our clients spend their money, what they spend their money on and who they spend their money with forms a big part of who they are and who they want to be in retirement. How can we help them spend their money on what’s truly important to them?
2.    Where are your hommies? – The quality of our clients’ relationships is at the core of their happiness. Who they want to spend their time with and how they are going to spend it is going to be crucial in leading a fulfilling and happy retirement. How can we help them build their tribe? 
3.    What’s my purpose? – What will make our clients want to pull back the duvet every morning when they are retired? How can we help them uncover what they love to do, that they are good at and what they can give back to their communities. How can we give them a sense of direction and meaning, when that very thing is taken away from them?