Lincoln Financial has partnered with endurance athlete and top podcast host Rich Roll to launch The Action Plan, a new branded content series exploring how passion, health, and financial planning intersect in midlife.
The four-part docuseries, produced with Havas and Merman USA, is directed by Emmy Award-winning filmmaker Lucy Walker and takes Roll’s #1 podcast out of the studio and into real-world experiences with high-profile guests including tennis legend Andre Agassi, country star Walker Hayes, Olympian Sarah True, and author Morgan Housel.
Targeting Gen X and older millennials, The Action Plan was inspired by a recent Lincoln Financial survey showing that while 77% of Americans in their 40s and 50s want to spend this chapter pursuing hobbies and passions, only 11% have financially planned for it. The series blends documentary storytelling with personal insight, encouraging viewers to think differently about long-term financial and wellness goals.
“Through my podcast, I’ve explored personal growth for years,” said Roll. “Now with Lincoln, we’re putting that into practice—talking about how to live well, stay active, and think ahead.”
In each episode, Roll immerses himself in a guest’s favorite activity—like learning pickleball from Agassi—while unpacking the life experiences that shaped their approach to money, health, and happiness.
“I was only 16 when I went pro,” said Agassi. “You go from nothing to everything fast, and there’s no manual. You have to learn how to live—really live—and plan for what’s next.” Watch below:
Walker, known for The Crash Reel and Waste Land, praised the collaboration: “This series is about longevity—physically, mentally, and financially. It was a blast to direct, and even better to learn pickleball from Andre Agassi.”
The docuseries is part of Lincoln’s broader Action Plan campaign, aiming to shift perceptions of midlife by spotlighting those who are staying active and planning for the future.
Lincoln Financial has partnered with endurance athlete and top podcast host Rich Roll to launch The Action Plan, a new branded content series exploring how passion, health, and financial planning intersect in midlife.
The four-part docuseries, produced with Havas and Merman USA, is directed by Emmy Award-winning filmmaker Lucy Walker and takes Roll’s #1 podcast out of the studio and into real-world experiences with high-profile guests including tennis legend Andre Agassi, country star Walker Hayes, Olympian Sarah True, and author Morgan Housel.
Targeting Gen X and older millennials, The Action Plan was inspired by a recent Lincoln Financial survey showing that while 77% of Americans in their 40s and 50s want to spend this chapter pursuing hobbies and passions, only 11% have financially planned for it. The series blends documentary storytelling with personal insight, encouraging viewers to think differently about long-term financial and wellness goals.
“Through my podcast, I’ve explored personal growth for years,” said Roll. “Now with Lincoln, we’re putting that into practice—talking about how to live well, stay active, and think ahead.”
In each episode, Roll immerses himself in a guest’s favorite activity—like learning pickleball from Agassi—while unpacking the life experiences that shaped their approach to money, health, and happiness.
“I was only 16 when I went pro,” said Agassi. “You go from nothing to everything fast, and there’s no manual. You have to learn how to live—really live—and plan for what’s next.” Watch below:
Walker, known for The Crash Reel and Waste Land, praised the collaboration: “This series is about longevity—physically, mentally, and financially. It was a blast to direct, and even better to learn pickleball from Andre Agassi.”
The docuseries is part of Lincoln’s broader Action Plan campaign, aiming to shift perceptions of midlife by spotlighting those who are staying active and planning for the future.
