Estate planning doesn’t start in the attorney’s office—it starts with conversations. And too often, those conversations involve only one spouse or one generation. But the most durable estate plans are built when everyone affected by them is part of the discussion.
That’s where you come in. As you know, financial advisors often play the role of quarterback—coordinating between an estate attorney, a CPA and the broader family. When done well, that collaboration doesn’t just bring a legal plan to life—it helps ensure your relationships with the next generation stay intact. Engaging heirs early can strengthen trust, support continuity, and ensure you remain at the center of the family’s financial life for years to come.
Here’s how to open up the conversation between couples and generations—and how to use your marketing to support those efforts.
Engage Both Spouses In Estate Planning
Only 20% of couples make long-term financial decisions together. That means most advisors are only talking to half of the equation. And it shows: 70% of widows change their financial advisor within a year of their spouse’s death (according to a Spectrem Group study). If you’re not engaging both spouses, someone else will.
Start early. From the first meeting, make it clear that estate planning is a joint conversation. This isn’t about one partner’s wishes—it’s about shared goals and a unified plan.
Make it a habit to copy both spouses on all communications. Use inclusive language in meetings and emails. Even small things—like addressing both names in a greeting—send a clear signal.
Keep emphasizing coordination and make sure both partners understand the big picture and how each decision fits into the full strategy.
Engage The Whole Family In Estate Planning
Many clients hesitate to involve their children or beneficiaries. But the more informed the next generation is, the smoother the transition will be. Here’s how to start:
- Invite your client to host a family meeting—this is even more important during times of market volatility. Offer to help facilitate the discussion.
- Educate the next generation about the purpose and structure of the estate plan. This helps prevent confusion and conflict down the road.
- Introduce key advisors to children and beneficiaries. If you want to continue the relationship across generations, they need to know who you are.
- Walk through who will take on important roles—like trustees, guardians or powers of attorney—and make sure everyone understands what those roles involve.
How To Market Estate Planning Services
You don’t need a big campaign to make an impact. Start by positioning yourself as a helpful resource.
- Build a resource center on your website: Create a central spot for your estate planning content—articles, checklists, FAQs. Make it easy for visitors to find what they need.
- Offer downloadable guides: FMG Suite, for instance, offers pre-made estate planning guides you can personalize and share. Use these as lead magnets on your site, through email, or on social media.
- Use social media to share real takeaways: Skip the abstract advice. Post tips that clients can apply immediately—like questions to ask aging parents, how to choose an executor or when to update a will.
- Tell stories: Case studies and real-world examples help people understand why estate planning matters. Focus on the “what happened next” moments to keep your audience engaged.
Build Relationships For Generations
Estate planning can feel uncomfortable—but it doesn’t have to. When you include both spouses, involve the next generation, and make it easy for prospects to access your expertise, you’ll earn the trust that lasts across lifetimes.
