I am targeting people age 55-60, Caucasian, male and female, top-end middle class and upper class--in short, the country club crowd. These people have excellent control of their finances, are not in debt, and maintain credit scores north of 800 (top 10% of all Americans).
These are your pre-retirees, your baby boomers, and wine sipping white collar crowd. This crowd can be skeptical and caught up in their own little world, set in their ways, and not too open to new ideas, etc. They like the familiar, and therein lies my challenge to brand my company, to introduce them to the unfamiliar.
In short, this is the martha stewart society, where everything seems perfect in their world.