We identified the most relevant behavioral constraints to retirement planning:

• It’s invisible. Retirement is not something we usually talk about, and we won’t know if we’ve done it right until it’s too late.
• It’s boring and depressing. When we do think about retirement, we must imagine a time when we will be old and possibly unwell.
• It’s complicated and confusing. Developing a plan for retirement requires intention and effort, but in complex situations, it is easier to do nothing.
• It’s less important than current needs. Short-term goals may be more pressing than long-term savings.

We considered the impact of these constraints on our study segments – attainable, unattainable, and retired – and considered them when imagining a better value proposition.