The National Commission for the Protection and Defense of Users of Financial Services has awarded Afore SURA the "Commitment to Serving Older Adults" badge following the renewal of its service protocol for customers aged 60 and over. The recognition is given to financial institutions that provide priority, accessible, inclusive and non-discriminatory service to older adults, and it is tied to 10 principles aimed at ensuring dignified, transparent and barrier-free treatment. The release frames the award against Mexico's demographic shift and the growing use of financial products by older people. More than 17 million older adults live in Mexico and are projected to account for almost 25% of the population by 2050. CONDUSEF also cited the 2024 National Survey of Financial Inclusion, which found that 86% of older adults have at least one formal financial product, while only four in 10 people aged 65 or more use the internet, increasing the need for in-person support and specialized guidance. Afore SURA said its protocol serves more than 600,000 clients in this segment through measures including priority attention to reduce waiting times, broader access through 61 branches, its website, mobile app and caravans for people with mobility difficulties, and specialized guidance through its Ruta de la Pensión telephone line, personalized advice and ongoing financial education.

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