Helga Hayse

Since 1990, Helga has worked with businesses to help them understand the opportunity and potential of the baby boomer and mature consumer market in the 21st Century.

She is the founder of The Institute for Vital Aging, a California non-profit organized to teach people in midlife about renewed opportunities for wellness and healthy aging. She is a consultant to business about the needs of boomers and seniors.

Helga is a member of the American Society on Aging and was an invited speaker at the 2006 annual convention. She was a featured speaker at the 2009 Northern California Planners Conference. She has presented seminars for New York Life, Allstate Life, Merrill Lynch, Coldwell Banker and financial and estate planning firms in the San Francisco Bay Area.

She speaks to financial and estate planning groups about the importance of guiding their clients to initiate intergenerational conversations about planning and legacy. She is a popular guest on radio, television and internet talk shows discussing the role of money in families and marriage.

Her previous books include:

“Don’t Worry About a Thing, Dear” – Why Women Need Financial Intimacy based on Helga’s experience of being widowed suddenly but having the financial and emotional tools to rebuild her life.

“Reconstructing Aphrodite”, a compilation of personal narratives of breast cancer survivors published by Syracuse University Press.