Forecasts and analyses indicate that the economic significance of the "over 50's" is growing. For German banks they are an important segment in retail banking: o their share of total population is increasing o the people over 50 hold on about 70% of the financial assets in private households o the amount of real estate in their possession is approximately 60% o the reflux from investments, life insurance policies is and will be considerable o more and more people from the target group qualify for state pension-schemes (women more and more, too), are accumulating private capital for retirement, and receive capital income o for the most part, debts have been returned o they initiate and, in part, carry out the transfer of property to their heirs, i.e., their children and grandchildren. The expectations of the over 50's are: o financial security o enjoyment without regret o healthy and happy longevity o making up for lost time to guaranteed benefits and health caring in case of illness. They have time and want to participate actively. They have considerable financial scope. They demand personal care and quality. Who gives them service will do business with them.