San Diego, CA, April 3, 2025 -- At a time when a large majority of Americans believe estate planning is vitally important (according to Trust & Will’s 2025 Annual Estate Planning Report), an overwhelming majority (70%) say they want their financial advisors to offer it. A staggering 40% say they would switch advisors to get it, per Trust & Will’s new 2025 Financial Advisor Report.
As $84 trillion in wealth begins to transfer to younger generations, the data reveals a clear mandate: clients expect a more holistic financial planning experience. One that includes estate planning guidance—not as a separate legal service, but as an essential part of their financial journey. Respondents earning $500K-999K show the strongest interest (82%), but the generational shift is even more telling: Gen Z (63%), Millennials (54%) and Gen X (46%) all demonstrate significant willingness to change advisors to secure these sought after services.
Trust & Will Founder/CEO Cody Barbo says, “We’re seeing a fundamental shift in client expectations. The findings are clear. Advisors who fail to integrate estate planning into their practice aren’t just missing an opportunity; they are facing a threat to their client base as wealth transfers to younger generations over the next two decades.”
This new report, one of the largest studies ever conducted on the intersection of estate planning and financial advising with 10,000 respondents - highlights striking insights across demographic lines. Data was analyzed across age, gender, household income, race, political affiliation, and geography and the findings reveal a growing demand for estate planning services within financial advising—and a clear warning for advisors who fail to adapt.
While the data suggests that financial advisors already play a key role in estate planning conversations (43% of clients say they discuss family dynamics with their advisor), the report shows that the large majority of Americans (73%) do not work with a financial advisor at all. The report also reveals other gaps:
Men vs. Women: Men (32%) are both more likely than women (24%) to have a financial advisor and slightly more likely to say estate planning should be part of financial advising.
Access may play a role: Black (40%) respondents are the most likely to believe estate planning should be integrated into financial planning but they are the least likely to have estate planning documents.
Education is a factor: Those with a higher level of education are more likely to work with an advisor (51%) while only 9% of those with less than a high school education.
The data also reveals that clients don’t just want advice about estate planning; they want active support. When asked what role they think their financial advisor should play in estate planning:
41% want tactical assistance like beneficiary designations and tax strategies.
37% seek education on estate planning fundamentals.
35% expect end-to-end estate planning services, including document preparation.
33% want proactive reminders to update their estate plan.
32% value advisor collaboration between financial advisors and estate planning attorneys.
Trust & Will’s Barbo says, “This isn’t optional anymore. Clients increasingly view estate planning as an essential component of their financial journey – and they expect their advisors to guide them through every step.”
Methodology
This study was conducted by WeAreTalker (formerly OnePoll) on behalf of Trust & Will. The survey was fielded between January 3–13, 2025, and included 10,000 U.S. adults aged 18 and older. Respondents were randomly selected to provide a diverse range of perspectives across age, income, education, race, political affiliation, and geography. The results have been weighted where necessary to ensure demographic accuracy and reflect the current state of estate planning and financial attitudes in America.
About Trust & Will
Founded in 2017, Trust & Will is the leading digital estate planning platform, trusted by more than one million users. We provide simple, secure, and legally valid estate planning solutions for individuals and families while also partnering with financial advisors, attorneys, and institutions to make legacy planning more accessible. Our platform streamlines the creation of wills and trusts with attorney-approved documents tailored to state-specific requirements.
Trust & Will has been recognized for its innovation and industry leadership, earning a place on the 2024 Inc. 5000 list, which ranks the fastest-growing private companies in America; the 2023 Deloitte Technology Fast 500™ list, highlighting the most innovative and rapidly expanding tech companies in North America; and the 2024 CNBC Disruptor 50 List, which honors transformative startups reshaping industries. Learn more at trustandwill.com.
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