Art Koff, 79
On a crusade since: 2002
Day job: Retired advertising executive; founder, RetiredBrains.com
Achievement: Started independent job and information web-site for people in or near retirement
Why he's a hero: A decade ago, the memory of struggling to learn computing at age 50 inspired a newly retired Koff to find ways to help older workers.
Websites for this group were scarce, so Koff launched RetiredBrains.com to focus on jobs for seniors. Today the site lists thousands of positions, along with discounts and advice on financial matters, health care, and travel.
"Older workers don't need benefits younger ones do. That can give them a leg up," he says.
For these MONEY heroes, helping people in the workplace learn to manage their personal finances is an assignment they don't shirk.