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Estate planning is often associated with high-net-worth individuals, but there’s a significant — and underserved — opportunity among middle-income families and their heirs. These clients may not see themselves as candidates for traditional estate planning, but they still want to ensure the financial security of their loved ones and preserve what they’ve worked hard to build.
This creates a unique opening for financial professionals to meet a real need and create long-term value — both for clients and for your practice.
Why Legacy Planning Resonates with the Middle Market
When many people hear the phrase “estate planning,” they picture large inheritances, complex trusts, and expensive legal teams. That perception can make the topic feel out of reach for everyday Americans.
But legacy planning reframes the conversation.
It focuses on protecting a family’s future, documenting healthcare wishes, avoiding confusion among beneficiaries, and ensuring that clients’ values and goals live on. It’s more personal, more practical — and often more relevant to the people who need help most.
Did you know?
As of 2022, the median income for middle-class households was up to $106,000.¹ That includes families with meaningful assets — like homes, savings, and retirement accounts — but without access to sophisticated estate services.
Estate planning, or legacy planning, bridges the gap, empowering these clients to make thoughtful decisions now that benefit future generations.
Key Components of a Strong Legacy Plan
Whether your clients are thinking about passing down a home, preserving income for a spouse, or setting healthcare preferences in writing, the tools of legacy planning can be life-changing — and accessible.
Wills
A simple will ensures that property and savings are distributed according to your client’s wishes. It avoids probate delays and reduces the risk of family conflict.
Living Wills
This document outlines medical care preferences if the client becomes incapacitated. It helps families avoid tough decisions during already stressful times.
Trusts
Even basic revocable trusts can provide structure and control, allowing clients to avoid probate and distribute assets with greater flexibility.
Power of Attorney (POA)
A POA allows trusted individuals to handle finances and legal decisions in the event of illness or incapacity — reducing confusion and delays.
Long-Term Care Planning
Many middle-income families are one extended care event away from financial strain. Planning ahead protects assets and relieves the burden on loved ones.
Charitable Giving
Helping clients leave a legacy of generosity — whether through direct gifts or structured vehicles — often becomes one of the most meaningful parts of the process.
By offering guidance in these areas, you help clients gain clarity and confidence — while building trust that often leads to referrals and deeper engagement.
How to Start Estate Planning Conversations with Clients
If you’re looking to incorporate legacy planning into your practice, here are a few simple ways to begin:
- Ask family-first questions: Move beyond the numbers and ask what matters most. “What do you want your legacy to look like?” or “How do you want to support your family after you’re gone?” These open the door to deeper planning.
- Engage both partners: Involving both spouses helps ensure alignment and strengthens long-term client retention.
- Include adult children: Legacy planning is the perfect time to begin building multi-generational relationships. Hosting family meetings or inviting adult children into planning discussions builds trust across generations.
Why the Next Generation Matters — Now
Your clients care deeply about their children’s and grandchildren’s futures. And those heirs are already at an age where they can benefit from your guidance — not just after an inheritance, but right now.
Stat to consider:
41% of Gen Z and younger Millennials say they’ve already worked with, or plan to work with, an estate professional. By comparison, just 25% of older generations say the same.²
Millennials (ages 27–43) and Gen Z (ages 11–26) are in the midst of life transitions: starting careers, buying homes, raising families. They may not need estate planning advice yet — but they do need help managing debt, saving, and protecting their future.
Legacy planning is your gateway to building relationships early, earning trust, and becoming the go-to financial professional for the entire family.
A Growth Strategy That’s Rooted in Real Life
When you guide everyday Americans through legacy planning, you offer more than just financial expertise — you provide peace of mind, stability, and a roadmap for the future.
It’s a practical, relationship-based way to generate new leads, reach the next generation, and grow your business by doing work that truly matters.
Ready to start estate planning conversations with your clients?
Contact your Regional Sales Director or call our sales desk at 833-465-0819 for access to tools and resources that can help you have better conversations and build a thriving, multigenerational practice.