Although they can apply to both women and men, men are more likely already to have maximized their benefits, understood their finances, and set up the strongest possible survivor benefits. Many women shy away from finances or leave it up to their husbands, so I think they were targeting where they would make the most impact.
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"Carpe the heck out of your Diems- with joy!"
"Do no harm" (but take no sh**!)
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