Firstly Launches New Family Financial Wellness Content Platform

First, the first family financial management brand launched on today. The focus is initially on the challenges families face, pressed by raising children and supporting their parents in old age.

NEW YORK (PRWEB) June 23, 2021

Firstly (SM), the first family financial management brand, launched on today. 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’re focused on the ‘sandwich generation,'” said Andy Beal, general manager of Firstly and VP of Interactive Products at 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, which will provide personal stories and expert advice for the sandwich generation. “At Club Sandwich, we talk 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 on iOS and Android, as well as a mobile web and desktop web app, offering 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’re launching Firstly today as the foundation of an entire ecosystem of products and services designed to help families achieve a state of financial well-being,” says Beal. “We want to be home to everything American families today need to run their own finances while also 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 New York State” for the fourth time since 2016. Prior to that, Strategic was named one of the world’s fastest growing private companies by the prestigious Inc. 500. In 2016 and 2015, Strategic Financial Solutions was added to Crain’s New York Business’ Fast 50 Companies list, which recognizes the fastest growing companies in New York City. Strategic operates two state-of-the-art facilities – in Manhattan and Buffalo – to accommodate its 1,000+ employees. Founded in 2007, Strategic is an employee-owned company (ESOP) led by Founder / CEO Ryan Sasson.

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