Voice of customer
Built on WealthKarma, a real retirement app for Gulf expats. Nothing here is invented.
Voice of customer5 calls · 47 min average · Aug 2026
01 · Who we spoke to
Started recently
Started recently
Started recently
Looked, didn't start
Looked, didn't start
Doing nothing
Gulf expats, 35–50, living in the UAE. The sixth call, with somebody who has the problem and has done nothing about it, hasn't happened yet.
02 · Themes
4 of 5I kept meaning to start
“I've been here eleven years. I know there's no pension. I just never worked out what to actually do.”
“Every time I looked it seemed like I needed a lump sum first.”
3 of 5I don't know who to trust
“A guy at a networking thing sold my friend a twenty-five year plan. That's what I'm scared of.”
03 · What nobody said
Nobody mentioned fees.
Not once, unprompted, in five calls. Every competitor in this market leads on fees.
04 · The finding
Four of five had been meaning to start for years.
05 · The words to use
Their phrases, not tidied.
“meaning to start”
“never worked out what to actually do”
“needed a lump sum first”
“that's what I'm scared of”
06 · What this can't tell you
Five people is not a survey. Nothing here is a percentage.
What people say they did is more reliable than what they say they want.
This is the people who replied. Not the ones who didn't.