Download the full report here.
Estate planning and financial advising have traditionally been viewed as separate disciplines, but consumer expectations are changing. Today, clients want a more holistic approach to financial planning—one that includes estate planning guidance alongside investment strategies. This shift presents a major opportunity for financial advisors to deepen client relationships, improve retention, and stay ahead in an evolving industry.
This report is one of the largest studies ever conducted on the intersection of estate planning and financial advising. We surveyed 10,000 Americans and analyzed results across key demographics, including age, gender, household income, race, political affiliation, and geography. The findings reveal a growing demand for estate planning services within financial advising—and a clear warning for advisors who fail to adapt.
Key Takeaways:
Clients expect estate planning to be part of financial advising. 70% of respondents believe financial advisors should offer estate planning services—either as a core service (37%) or a valuable add-on (33%).
40% of clients would switch to an advisor who offered estate planning services. This is especially true for high-income earners — 82% of those earning $500K-$999K would switch advisors for estate planning.
Financial advisors already play a key role in estate planning conversations. 43% of clients discuss family dynamics with their advisor, and 18% share everything—even the skeletons in their closets. This suggests advisors are well-positioned to integrate estate planning into their practice.
A Closer Look at the Data: Explore the Full Findings
The surface-level stats are just the beginning. In the sections below, we break down the most thought-provoking, sometimes unexpected, and often industry-shaking insights from our study. Whether it’s which demographics are driving demand, how clients really feel about their advisors, or what’s holding people back from estate planning—this is where the full story unfolds.
Estate Planning & Financial Advisors: A Missing Piece or a Separate Service?
The Expanding Role of Financial Advisors: Estate Planning & Personal Finance
Conclusion
This report makes it clear: estate planning isn’t an optional service—it’s a business necessity. With 40% of clients willing to switch advisors over estate planning services, financial professionals who fail to adapt risk losing clients to competitors who offer a more comprehensive approach.
For advisors looking to future-proof their practice, deepen client relationships, and expand their value, estate planning is a clear path forward. Solutions like Trust & Will provide financial advisors with a seamless way to incorporate estate planning—allowing them to stay ahead of industry trends and give clients the financial security they truly want.
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.
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