HOLLYWOOD, Fla. -- Roughly one-third (34%) of the $53 trillion in U.S. household wealth is held by a home headed by someone who is 65 and older. And that percentage is doing nothing but increasing as America's average age climbs, says Marcia Larson, director of annuity product and business development at CUNA Mutual Group. Larson spoke at the BISA annual conference on Thursday.

Advisors should take note of this demographic, as well as its changing needs. "This is a huge opportunity but we have to get it right," she said during her presentation, "Older and Wiser: The Psychology of Serving Clients as They Age."

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