Matt Koppelman, a financial advisor at Prudential, works primarily with clients approaching retirement, many of whom are navigating complex financial decisions that include a mix of pensions, 401(k)s, and legacy goals. His client base includes a high number of female executives, and his approach is rooted in education, transparency, and long-term trust.
Estate planning has always been part of Matt’s process. When he partnered with Trust & Will for Advisors, he introduced a scalable, client-friendly solution to growth through referrals and deeper relationships.
Estate planning isn’t just something Matt talks about, it’s what sets his practice apart.
Before Trust & Will: Client Barriers to Estate Planning
Even before integrating Trust & Will, Matt prioritized estate planning. Every client receives a one-hour Zoom session focused exclusively on the topic, second only to Social Security in demand.
These sessions were well-received, and clients often showed up to attorney meetings over-prepared. But when it came time to actually complete their plans, many still hit a wall. Cost, time constraints, and complexity got in the way, leaving important decisions unfinished.
Introducing Trust & Will for Advisors: A New Approach to Estate Planning
When Matt discovered Trust & Will for Advisors’ Premium Plan, allowing complimentary estate plans for a flat annual fee, it was a game-changer. It gave him the ability to include estate planning in every proposal, at no additional cost to clients.
He doesn’t see estate planning as an upsell. Instead, it’s a trust-building investment in the client experience.
“I tell every client: My colleague Craig Schubert and I made a significant investment in our practice to help you get your estate planning done, at no additional cost. That message has been crucial for retention and growth.” — Matt Koppelman, Financial Advisor, Prudential
Matt leads with education—making estate planning feel approachable and empowering from the start. He introduces Trust & Will early in the planning process and uses visual tools like estate plan flow charts, physical document delivery, and proactive follow-ups to help clients stay engaged and on track. Matt doesn’t just guide—he holds clients accountable, which they genuinely appreciate. The result? Clients follow through on completing their estate plans, leading to more meaningful planning engagements and a steady stream of referrals.
The Measurable Successes of a Trust & Will Partnership
Since incorporating Trust & Will for Advisors, Matt has seen measurable success:
25% increase in new planning clients
20+ households have completed or started their estate plans
Boosted planning renewals, even among long-time clients
Estate planning helped maintain AUM during a broker-dealer transition
Stronger engagement with HENRY clients who value flexibility and autonomy
By removing barriers and building estate planning into every conversation, Matt is turning legacy conversations into lasting growth, and strengthening his practice one client at a time.
Matt Weighs In: Why Trust & Will? Plus, Helpful Implementation Tips
“I’m a firm believer that estate planning should be included in every financial plan. Charging extra just doesn’t make sense. Trust & Will makes it easy for clients to take action, and it’s transformed the way I engage with them.” — Matt Koppelman, Financial Advisor, Prudential
Implementation Tips From Matt
Older clients with adult children: Use estate planning as a way to bring families together. Offer joint Zoom sessions or individual calls to help their children start planning, too.
Busy professionals (HENRYs): Position estate planning as a weekend-ready task, something they can complete at their own pace, without long meetings or office visits.
Re-engaging past clients: Try: “We’ve expanded our financial planning experience to include complimentary estate planning. Let’s reconnect and make sure you’re fully covered.”
Want to Follow Matt’s Lead?
Estate planning isn’t just a service, it’s a chance to show up for your clients in the moments that matter most. With Trust & Will, you can turn that impact into lasting growth.
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.
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