Death, sex and money are topics many young people have a hard time understanding. Yet Nondini Naqui, CEO and president of insurance giant MassMutual's "Society of Grownups," aims to remove the social stigma around the latter.
Naqui's organization is tailored to answer all the questions about finances that millennials were afraid to ask. Aimed specifically at the under-30 crowd, the Society of Grownups works to build trust with its clients in an atmosphere that resembles the free-wheeling environment of a start-up, and refrains from selling any products—even those of its parent company.
In short, Naqui's mission is to show millennials that personal finance is their friend.
"We want to democratize information because the complexity of the financial world can be intimidating," she told CNBC. "Our goal is to demystify financial planning, empower young people and help level the playing field."
The Society of Grownups is part of a new wave of financial planning, spearheaded in part by Naqui, a Wellesley College graduate with a background in both finance and nonprofit work. Clients pay a small fee to sit down with a financial planner who can field questions about retirement accounts, personal budgets or debt management.