Firstly Launches New Family Financial Wellness Content Platform | News

NEW YORK, June 23, 2021 / PRNewswire-PRWeb / – Firstly (SM), the premier family finance management brand, launched today on Focuses first on the challenges families face in the “sandwich squeeze” – defined as people in the midst of parenting and helping their parents in old age while trying to reach their own financial goals.

“We are concentrating on the ‘sandwich generation’,” says Andy Beal, General Manager of Firstly and VP of Interactive Products for Strategic Financial Solutions, a leading financial services company providing technology-enabled financial wellness solutions and financial advocacy services. First, a new company is owned by Strategic Financial Solutions.

“American families are tied to time and resources – making decisions that affect not only their own lives, but those of their children and parents,” says Beal. “We offer our users everything they need to know to start the journey to financial health for families of all types.”’s content focuses on six main themes:

  • Budgeting and Debt
  • Pay for college
  • Saving for retirement
  • Navigation in elderly care
  • Wealth accumulation
  • Living in the sandwich generation

Firstly is also launching a weekly podcast, Club Sandwich, hosted by Firstly Editorial Director Jennifer Owens and offers personal stories and expert advice for the sandwich generation. “At Club Sandwich, we speak openly about the challenges we face and the lessons we’ve learned in real time, whether with our kids or our parents,” says Owens.

According to Firstly research, an estimated 36 million Americans ages 40 to 59 have at least one living parent and at least one child under the age of 21 – and an estimated 14 million households actively fund both. “We know the sandwich generation does the job for everyone else,” says Beal. “That’s why we create content and tools that are specifically designed to help you thrive both emotionally and financially.”

This fall, Firstly will launch for iOS and Android, as well as a mobile web and desktop web app that offers free budgeting, saving, and billing tools that enable family members to work together on their family’s financial goals to work. The Firstly app is the first in a series of planned consumer-centric tools designed to help multigenerational families achieve financial health. Early adopters can join the Firstly Budget app waiting list and, starting today, sign up for Firstly’s newsletter on Family Financial Health, First Things, at

“We are launching Firstly today as the foundation of an entire ecosystem of products and services designed to help families achieve a state of financial health,” says Beal. “We want to be home to everything American families today need to run their own finances while helping those who depend on them.”

Beal adds, “At Firstly, we truly believe in ‘your finances, family first’.”

About first

Firstly (SM) is a personal finance platform specifically designed for the family’s financial wellbeing, with content tailored to their core concerns, including paying for college, saving for retirement, and navigating elderly care. is founded and operated by a team of experts and editors who live “The Squeeze” and care for children and parents.

About strategic financial solutions

Strategic Financial Solutions is a leading financial services company providing comprehensive technology-enabled financial wellness solutions and consumer advocacy for people in difficult financial situations. His personalized, bespoke approach includes financial education, debt consolidation loans, and debt settlement programs.

Strategic has received multiple awards for its culture and high growth. In 2020, Strategic was named “Best Company to Work for in.” excellent New York State“For the fourth time since 2016. Previously, Strategic was named one of the fastest growing private companies in the prestigious Inc. 500 in The United States. In 2016 and 2015, Strategic Financial Solutions was added to the “Fast 50 Companies” list by Crain’s New York Business, which is the fastest growing company in. acknowledges New York City. Strategic operates two state-of-the-art facilities – in Manhattan and buffalo – to accommodate its more than 1,000 employees. Strategically was founded in 2007 and is an employee-managed company (ESOP) under the direction of the founder / CEO Ryan Sasson.

Media contact

Stacy Morrison, First, 917-751-7401, [email protected]


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