The present survey, sociological in nature, focuses on the ways in which financial products are marketed to wealthy older adults. We looked at three dimensions: the institutional framework for marketing practices; customer categorisation methods; and the manifestation of organisational risks. We analysed the categories used to refer to senior customers and identified some of the limitations of the term "vulnerability". We also looked at how financial products are marketed and how the ageing of customers affects institutions’ processes and organisation. Finally, we identified existing good practices and looked at their advantages and limitations. We opted for a qualitative methodology, conducting 73 semi-structured interviews with professionals from retail banks, private banks and insurance companies; with independent wealth management advisers; and with regulators and consumer and senior citizen associations. These were complemented with documentary research, the collection of public reports and internal documentation from the institutions, and ethnographic work consisting of visits to several branches of a private bank (37 days of observation, as well as 22 interviews with senior staff at the bank, and 17 interviews with employees at the bank's branches).