Site features articles and podcast designed specifically for the Sandwich Generation NEW YORK \u2014 FirstlySM the first Family Financial Management brand, launched today at Firstly.com. Firstly focuses on challenges faced by families in the \u201csandwich squeeze\u201d \u2014 defined as people in the middle of raising kids and helping their parents as they age, all while attempting to achieve their own financial goals. \u201cWe\u2019re focused on the \u2018Sandwich Generation,\u2019\u201d says Andy Beal, General Manager of Firstly and VP of Interactive Products for Strategic Financial Solutions, a leading financial services firm providing technology-enabled financial wellness solutions and financial advocacy services. Firstly is a new business owned by Strategic Financial Solutions. \u201cAmerican families are squeezed for time and resources \u2014 and are making decisions that impact not only their own lives, but those of their children and parents, too,\u201d says Beal. \u201cWe provide our users what they need to know to get on the path toward financial wellness for families of all kinds.\u201d Firstly.com content focuses on six primary topics: \tBudgeting and debt \tPaying for college \tSaving for retirement \tNavigating eldercare \tBuilding wealth \tLiving in the Sandwich Generation Firstly also launches with a weekly podcast, Club Sandwich, which is hosted by Firstly Editorial Director Jennifer Owens and features personal stories and expert advice for the Sandwich Generation. \u201cOn Club Sandwich we\u2019re being open about the challenges we face and the lessons we\u2019ve learned in real time, whether with our kids or our parents,\u201d says Owens. Based on Firstly\u2019s research, an estimated 36 million Americans, ages 40 to 59, have at least one parent living and at least one child under the age of 21 \u2014 and an estimated 14 million households are actively providing financial support for both. \u201cWe know that the Sandwich Generation is getting the job done for everyone else,\u201d says Beal. \u201cThat\u2019s why we are creating content and tools designed specifically to help them succeed both emotionally and financially.\u201d This fall Firstly will launch on iOS and Android, as well as a mobile web and desktop web app, offering free collaborative budgeting, saving and bill-tracking tools that enable family members to work together toward their family\u2019s financial goals. The Firstly app is the first of a series of planned consumer-facing tools built to help multi- generational families achieve financial wellness. Early adopters can join the Firstly Budget App\u2019s waitlist and sign-up to receive Firstly\u2019s family financial wellness newsletter, First Things, starting today at Firstly.com. \u201cWe are launching Firstly today as the foundation of an entire ecosystem of products and services aimed at helping families achieve a state of financial wellness,\u201d says Beal. \u201cWe seek to be the home to everything today\u2019s American families need to take care of their own finances while also helping those who depend on them.\u201d Adds Beal, \u201cAt Firstly, we truly believe in \u2018Your finances, family first.\u2019\u201d About Firstly Firstlysm is a personal finance platform designed specifically for family financial wellness and featuring content targeting its key concerns, including paying for college, saving for retirement, and navigating eldercare. Firstly.com is founded and fueled by a team of experts and editors who are living \u201cThe Squeeze,\u201d caring for kids and parents. Learn more at www.firstly.com.