That's a tough market to break into. Pretty much everything servicing people past the age of retirement is already set up to suck out maximum amount of wealth from their "customers" before they pass. GGP's best chance is to simultaneously expand and capture the younger side of the market. To move fast, they might need to break some things, ignore ethics, laws, or basic human decency here and there - all par for the course for a modern VC-backed startup.