Estate planning starts with conversations – not documents. And too often, those conversations leave out key people. Many times, it’s just one spouse or one generation making the decisions. That’s a mistake. The strongest estate plans include everyone who will be affected.
That’s where you come in. Financial advisors often act as the connector – coordinating between attorneys, CPAs, and family members. When you bring everyone to the table early, you don’t just support the legal process – you strengthen relationships and increase the odds that the next generation stays with you. Getting in front of heirs now builds trust and keeps you in the picture long-term.
Here’s how to guide these conversations – and how to market your services along the way.
Get Both Spouses Involved
Most financial decisions come from one person in the relationship. That creates risk. Only 20% of couples make long-term money decisions together. And 70% of widows switch advisors within a year of their spouse’s death (Wealth.com). If you’re not talking to both people, you’re setting up to lose the relationship.
Start with your first meeting. Make it clear that estate planning requires input from both spouses. Use language that includes both of them. When you email, copy them both. When you meet, speak to both. Even small habits – like greeting them both by name – can show that you value their partnership.
Keep your conversations focused on shared goals. Explain how each piece fits into the full strategy. Help both people feel confident, informed, and included.
Bring the Family In Early
Many clients don’t want to involve their children or heirs. That’s understandable, but it creates problems later. If the next generation doesn’t know the plan, they won’t know how to carry it out. That leads to confusion – and sometimes conflict.
Here’s how to help:
- Host a family meeting. Suggest that your client bring everyone together. Offer to help lead the conversation.
- Educate the next generation. Help them understand the purpose and structure of the estate plan. Show them how it protects their family’s future.
- Make introductions. Heirs should know who the key advisors are. If you want to keep the relationship, they need to know who you are.
- Clarify roles. Go over who will be the trustee, guardian, executor, or power of attorney. Make sure everyone understands what that means – and what they’ll need to do.
Market Your Estate Planning Services
You don’t need a full campaign to grow your estate planning business. Start small and position yourself as a helpful resource.
- Add a Resource Center to Your Site. Collect your best estate planning content – articles, checklists, FAQs – and post it in one place. Make it easy for people to find answers.
- Offer Downloadable Guides. Use guides from providers like FMG. Customize them with your branding. Share them on your website, in emails, or on social media.
- Share Real Advice on Social. Skip the big-picture concepts. Post tips clients can use now – like how to name a guardian or when to update a will.
- Tell Stories. Case studies work. They help people understand what can go wrong – or right – depending on their planning. Focus on real decisions and real outcomes.
Build Relationships That Last
Estate planning can feel uncomfortable. But when you invite both spouses, include heirs, and keep the message clear, you make it easier. You don’t just help your clients – you create relationships that can span generations.