Headline Trend: Adviser-Led Estate Planning Goes From Optional To Expected
A new 2026 survey from Trust & Will shows a clear shift: more Americans want their financial advisers to handle estate planning as part of a bundled service. The study, conducted online June 4-10 by Talker Research for Trust & Will, surveyed 1,500 U.S. adults and paints a picture of rising expectations, especially among younger investors.
In one telling line, trust will report finds a shift toward adviser-led estate planning, with a growing share of households seeking a single point of contact for both wealth management and estate decisions. The data come as markets remain volatile and families recalibrate financial plans in a year marked by high inflation pressures and a tightening regulatory backdrop.
Key Findings At A Glance
- 61% of Americans believe estate planning should be part of an adviser’s services.
- 68% of clients with advisers say they would consider moving to an adviser who offers estate planning as part of the package.
- Among advised Gen Z and millennial clients, roughly 80% say they would consider switching to an adviser who provides estate planning support.
- Overall, 31.2% of Americans report having a financial adviser, up from 26.9% in 2025, with growth concentrated among younger adults.
- Gen Z adviser use rose to 41.7% (up from 28.2%); Millennials increased from 28.5% to 38.5%; Baby Boomers fell to 24.3% from 31.1%.
- Among clients with advisers, 39.7% say they are very likely to switch to an adviser offering estate planning, and 28% are somewhat likely — a combined 67.7% switching intent.
- 80% of advised Gen Z and millennial clients say they would consider switching, underscoring a generational tilt toward bundled services.
Trust & Will’s 2026 Financial Advisor Report builds on earlier years’ data, and the latest edition confirms a growing urgency around estate planning as a core offering rather than a side feature. The study notes that younger clients are driving the shift toward bundled services, putting pressure on traditional advisory models to adapt quickly.
Demographics Driving Change
The data show a clear age-based divergence in the adoption of adviser-led planning. Gen Z and Millennials are far more likely to engage with financial advisers overall, and they are especially likely to demand integrated planning services that include estate considerations, wills, powers of attorney, and trust mechanics.
Specifically, Gen Z adviser usage jumped to 41.7% from 28.2%, while Millennials climbed to 38.5% from 28.5% over the previous year. Baby Boomers — historically the backbone of the advisory industry — slipped to 24.3% from 31.1%. The shift suggests a generational overhaul in how households approach financial planning, with younger savers seeking convenience and clarity through bundled offerings.
Analysts note that this trend mirrors broader shifts in consumer finance toward one-stop solutions. As the report states, younger investors often place a premium on accessibility and simplicity, willing to consolidate advisory relationships to secure estate planning expertise in tandem with wealth management.
Advisers Face A Choice: Bundle Or Risk Irrelevance
For advisory firms, the implications are immediate. The report highlights a strikingly high switching intent among clients with advisers. If an adviser does not offer estate planning, roughly two-thirds of advised respondents say they would consider moving to one that does. That dynamic creates a powerful incentive for firms to expand their service menus beyond traditional asset management.
"Estate planning is moving from a peripheral offering to a core expectation," said a lead researcher at Trust & Will. "When clients see value in a single relationship that covers both wealth and legacy planning, they’re more likely to stay, refer others, and expand the scope of advice they receive."
The study also reveals how urgency compounds the decision to switch. Nearly 40% of clients with advisers are very likely to switch to an adviser offering estate planning, while an additional 28% say they are somewhat likely. The takeaway is clear: firms that embrace integrated planning stand to capture or protect a growing share of younger households.
What This Means For Firms And Markets
The 2026 findings come at a time when households are balancing debt, tuition costs, and an uncertain rate environment. With stock and bond markets showing renewed volatility in early 2026, families are leaning more on professional guidance that can translate tax strategy, legacy goals, and liquidity planning into a single roadmap.
Industry observers say the emphasis on estate planning reflects a broader need for financial resilience. As families accumulate assets at different life stages, the ability to align wealth management with long-term legacy goals becomes a defensible value proposition for advisers who can execute with clarity and continuity.
How Firms Can Respond Now
- Integrate estate planning into client onboarding and annual reviews, ensuring a seamless transition between wealth and legacy planning.
- Build cross-functional teams or partner with trusted estate planning attorneys to provide a compliant, end-to-end service that protects both client outcomes and firm risk.
- Invest in client education that explains how estate planning complements investment strategies and risk management.
- Leverage digital tools to simplify document preparation, updates, and storage while maintaining fiduciary standards and data security.
Industry executives argue that the firms most responsive to this trend will create durable client relationships built on transparency, proactive planning, and a demonstrated track record of delivering integrated results. In the words of one chief strategy officer, the push for bundled services is not a fad—it’s a structural shift in how households plan for the future.
Market Context: Why Now?
Rising life expectancy, increasing complexity of tax and trust rules, and a fast-changing digital landscape all contribute to the demand for adviser-led planning. The Trust & Will report finds that households are seeking clarity on how estate documents interact with investment portfolios, retirement accounts, and charitable giving plans. In a period of economic uncertainty, families want a playbook they can follow across generations.
The report’s framing — that trust will report finds the trend toward bundled services — underscores a practical takeaway for the market: advisers should position themselves as the primary hub for financial and estate planning, not just as a passive asset allocator.
Looking Ahead: What To Watch This Year
As the 2026 financial year unfolds, expect more advisory firms to formalize estate planning offerings, with pricing models that reflect bundled value rather than a la carte services. Watch for:
- New client acquisition metrics tied to bundled packages, rather than separate wealth and estate plans.
- Increased collaboration between financial advisers and estate planning professionals to deliver compliant, integrated plans.
- Technological investments that streamline document creation, updates, and secure storage for clients’ most sensitive information.
For investors, the core message remains straightforward: a single advisor can guide both wealth strategies and legacy goals. In this evolving landscape, the firms that win are those that demonstrate consistent, proactive planning that extends beyond the balance sheet into the family’s long-term objectives.
Conclusion: Trust Will Report Finds A Transforming Advisory Landscape
The 2026 findings strengthen the view that estate planning is no longer optional. The data show a consumer shift toward bundled services, particularly among younger investors, and a willingness to switch firms to secure those capabilities. As trust will report finds and the wider industry digest this trend, advisers have a clear call to action: meet clients where they are by offering integrated planning that marries wealth management with estate strategy, now and for the generations to come.
In a market where the line between financial advice and life planning continues to blur, the firms that adapt quickly will be best positioned to capture a broader, more loyal client base. This is not just about adding a new service; it is about reimagining the adviser-client relationship for the modern era.
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