How to Keep Generational Clients: Engaging Both Spouses in Estate Planning

March 25, 2025
10:00 am

Learn key strategies to engage spouses and heirs in estate planning conversations to drive client retention.

Join Samantha Russell, Chief Evangelist at FMG, and Anne Rhodes, Chief Legal Officer at Wealth.com, as they explore how to create a truly inclusive approach to estate planning and your marketing efforts – one that resonates with both spouses and even the next generation.

You’ll learn how to:

Effectively engage both spouses in estate planning conversations.
Encourage spouses and family members to actively participate in crafting an estate plan
Develop marketing messages that engage both spouses for full family participation
Personalize outreach using your CRM, email strategy, and social media

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Couples Aren’t Making Decisions Together

70% of widows change their financial advisor within a year of their spouse’s death.
Only 20% of couples make long-term financial decisions together.
If you’re not engaging both spouses, someone else will.

How to Engage Both Spouses in Estate Planning

Set the stage from the first conversation.
Keep both spouses copied on all communications.
Stress the importance of coordination.

How to Engage the Family in Estate Planning

Invite clients to a family meeting.
Educate children and beneficiaries early on the intent behind the estate plan.
Educate children and beneficiaries early on the intent behind the estate plan. Make sure the next generation knows key advisors (e.g., financial advisor, attorney, executor).
Discuss key roles for powers of attorney, trustees, and guardians.

How to Market Estate Planning Services

Create an estate planning resource center on your website.
Collect leads with a downloadable guide (FMG has pre-made ones you can use) – share via website, social media, email.
On social media, post tangible takeaways that people can consider right away.
Use stories and case studies to illustrate the importance of estate planning.

Supplemental Resources:

Estate Planning Worksheet

Email Template

Presentation Slides

Transcript

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Resources

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How to Keep Generational Clients: Engaging Both Spouses in Estate Planning