Estate planning is no longer just an added benefit for financial advising clients—it’s becoming an expectation. In fact, 60% of clients say they would switch to a financial advisor who offers estate planning services. This represents a significant opportunity for advisors looking to deepen client relationships, grow their practice, and build multi-generational trust.
We spoke with Michael Fiammetta, Wealth Planner at 4 Generations Wealth Management, about why estate planning is becoming a priority for clients and how advisors can leverage this growing demand.
Estate Planning: The Missing Piece in Financial Advising
“Helping clients build wealth is only part of the journey,” Fiammetta explains. “We’re also responsible for helping them protect it—and that includes preparing for the unexpected.”
Clients look to their advisors to safeguard not just their assets, but also their wishes. Estate planning ensures that the financial dreams clients work so hard to build are preserved, even if they’re no longer able to advocate for themselves. Without an estate plan, families can face confusion, financial hardship, and legal hurdles during an already difficult time.
“As advisors, we talk a lot about protection—protection from market volatility, from loss of income—but what about protection from the ultimate unknown?” Fiammetta says. “Estate planning completes the picture. It protects not just wealth, but the people and dreams that the wealth was meant to support.”
How to Get Clients as a Financial Advisor: The Estate Planning Advantage
Integrating estate planning into your practice is more than a client retention tool—it’s a growth strategy. One of the most effective answers to how to get clients as a financial advisor is by offering services that stand out, like estate planning.
Offering estate planning services can:
Attract New Clients: “Word-of-mouth is powerful,” Fiammetta notes. “When clients complete or update their trust and share that their advisor helped them do it—often at a lower cost or even included—it becomes a compelling story. People love sharing a great value, especially for something as important as estate planning.”
Encourage Asset Consolidation: Helping clients align their assets with their trust naturally leads to conversations about transferring outside assets. “Advisors often see clients consolidate their investments when they provide guidance on estate planning,” Fiammetta explains.
Build Multigenerational Relationships: Estate planning opens doors to meet clients’ families. “Reviewing Power of Attorney documents or discussing the overall trust invites spouses, children, even grandchildren into the conversation. It shows that you’re not just managing money—you’re caring for the entire family. That kind of care leads to natural conversations about how you can support each family member’s unique needs.”
In short, estate planning enhances your role as a trusted advisor—not just for your current clients, but for generations to come.
How to Become a Financial Advisor Who Offers Estate Planning
If you’re wondering how to become a financial advisor who offers estate planning, it starts with education and the right tools. Integrating estate planning can elevate your practice and set you apart from others. Fiammetta offers these actionable steps:
Experience the Process Firsthand: “Start by creating your own estate plan using a platform like Trust & Will,” Fiammetta advises. “Even if you already have a trust, rebuild it from scratch. You’ll gain valuable insight into the client experience and become more confident discussing options.”
Leverage Educational Resources: Dive into the articles available on Trust & Will’s website and consider picking up a few estate planning books. “The more familiar you are, the more naturally you can bring it up with clients,” Fiammetta says.
Consider Professional Certification: For advisors wanting deeper expertise, earning credentials like the Accredited Estate Planner® (AEP) from the American College of Financial Services can further establish credibility.
Use Technology to Simplify the Process: Trust & Will’s Advisor Platform provides the tools you need to seamlessly offer estate planning. From pre-purchased plans to client discounts, you can provide a comprehensive, legally-valid estate plan without becoming an attorney yourself.
Final Thoughts
Estate planning isn’t just about documents—it’s about delivering peace of mind. By integrating estate planning into your practice, you position yourself as a holistic advisor who protects your clients’ wealth, dreams, and loved ones.
As Fiammetta puts it, “We’re not just helping clients grow wealth. We’re helping them protect and pass it on. That’s how you build lasting relationships and a thriving practice.”
Interested in partnering with Trust & Will to enhance your own clients’ estate planning needs? Learn more about how you can join over 17,000 financial advisors and firms who are delivering peace of mind to their clients by offering a comprehensive estate planning solution. Schedule a free demo today.
Trust & Will is an online service providing legal forms and information. We are not a law firm and we do not provide legal advice.
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