Crafting Clarity: How Federica Grazi Founded a New Category in Retirement Relocation

When you’re asking clients to make life-defining moves—retiring abroad after decades of work—vagueness won’t cut it. In an industry dominated by transactional checklists, one founder saw an opportunity to humanize and centralize the journey. Here’s how she turned “everything” into simple, structured clarity.

Name: Federica Grazi, Founder & CEO

Company: Mitos Relocation

Website: https://mitosrelocation.com

“I started Mitos Relocation with a simple but ambitious goal: to build a trusted global brand specializing in retirement relocation. Millions of people dream of retiring abroad—but the services available to them are often fragmented, transactional, and mostly run by lawyers or accountants, with little transparency and even less humanity.

The challenge? I had to create not just a service, but a category. At first, I told people I could ‘help with everything’—which was true, but vague. People don’t buy ‘everything.’ They buy clarity. And I quickly realized that many clients didn’t just need help moving—they needed help deciding.

So I restructured my offer. I built a standalone advisory track for people who were still figuring out if, where, and how to relocate. It’s a structured process that goes deep into lifestyle, legal, tax, healthcare, and personal fit. I also worked hard to build trust—not just in me (I’ve lived in eight countries and worked for years in wealth and government advisory at JPM), but in the value of slowing down to decide consciously.”

Federica’s journey shows that pioneering a new category demands more than promises—it requires empathy, structure, and an unshakeable commitment to clarity. Listening first and designing a safe process, she transformed retirement relocation from a fragmented market into a human-centered experience. That’s the power of selling not just solutions, but peace of mind.