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Integrating Will Planning into Your Client Onboarding Process

· 29 min

Note: The following scenario is fictional and used for illustration.

Emma Chen, a financial advisor in Manchester, lost three clients in six months. Not because they were unhappy with investment returns—they died.

Two without wills, one with an outdated will that caused a family dispute. In every case, the surviving spouse or children moved their assets to advisors who had helped with estate planning. Emma had focused exclusively on investment management during onboarding, never asking about wills or inheritance plans. Those three clients represented £1.2 million in AUM and over £18,000 in annual fees.

Recent research reveals Emma's situation isn't unique: when clients die without estate planning discussions, only 38% of surviving spouses retain the advisor. That number drops to 29% when children inherit. Meanwhile, 40% of clients would switch to an advisor who offers estate planning—yet only 22% currently receive it.

This article shows you how to systematically integrate will planning into your client onboarding process, turning a 5-10 minute conversation into a retention strategy that can protect your practice and deepen client relationships across generations.

Table of Contents

Why Estate Planning Belongs in Financial Advisor Onboarding

Estate planning isn't an optional add-on to financial advice—it's a core consumer need. The Financial Conduct Authority positions estate planning alongside retirement and tax planning as fundamental to assessing customer needs and ensuring fair treatment.

Yet there's a massive service gap. Research shows 92% of clients want estate settlement advice, but only 11% receive it. Meanwhile, 56% of UK adults lack wills, and 59% of parents don't have up-to-date estate plans.

The 2027 inheritance tax reforms will triple the number of affected households from 1.6 million to 5.1 million. When pensions become subject to inheritance tax for the first time, 10,500 more estates annually will face IHT bills. This creates urgent demand for estate planning guidance—and advisors who can't provide it will lose clients to those who can.

Here's the crucial distinction: estate planning isn't legal advice. It's holistic financial planning that identifies gaps and recommends solutions.

Consider James, 42, a high-earning professional with £850,000 in investments but no will. His portfolio will pass via intestacy rules, potentially excluding his unmarried partner entirely. An advisor who never asks about estate planning misses this critical vulnerability.

Or Sarah and Tom, a couple in their 50s with a blended family. Their financial plan assumes inheritance will go to "the kids" but they've never documented which children from which marriages receive what assets. Without estate planning discussions, family conflict is inevitable—and the surviving spouse will find an advisor who should have helped them avoid it.

Estate planning integration protects both your clients and your practice.

The Client Retention Case for Will Planning

The business case for will planning integration is stark: 40% of clients would switch advisors for estate planning services. Among high-net-worth clients earning £500,000-£999,000, that number jumps to 82%.

But the retention impact goes deeper than new client acquisition. When existing clients die, advisors without estate planning relationships lose the family.

Only 38% of surviving spouses retain the same advisor. That number drops to 29% when children inherit assets. Think about the compounding effect: lose three clients to death annually, and without estate planning discussions, you're likely losing seven family relationships and the associated AUM.

Research consistently shows that advisors with the deepest client relationships focus on proactive conversations. Estate planning is one of the most powerful relationship deepeners because it addresses clients' most important concern: protecting their families.

"Not listening to client needs" ranks as the #1 reason high-net-worth clients leave advisors. If 92% want estate planning guidance but you're not providing it, you're demonstrating you're not listening.

Consider this comparison:

Scenario Advisor A (No Estate Planning) Advisor B (Integrated Estate Planning)
Initial client relationship Strong Strong
Client dies without warning Surviving spouse unaware of advisor's role Surviving spouse knows advisor helped with estate plan
Retention rate (spouse) 38% 75%+
Retention rate (children inherit) 29% 60%+
Lifetime value impact Lost £18,000-£50,000+ annual fees Retained and expanded to next generation

Michael, a financial advisor in Leeds, implemented estate planning conversations in onboarding three years ago. When client David died suddenly at 58, David's wife Amanda already knew Michael had helped them organize their will, guardianship plans, and inheritance tax strategy.

Amanda not only stayed with Michael but introduced her two adult children—now inheriting £400,000 each—to the practice. One conversation during onboarding protected over £1 million in multi-generational AUM.

Multi-generational wealth transfer represents the biggest AUM opportunity in your practice. Estate planning conversations build relationships with heirs before inheritance occurs, ensuring continuity when the inevitable happens.

Understanding Your Professional Boundaries

Can financial advisors offer will planning? Yes—with clear boundaries.

FCA-regulated advisors can discuss estate planning needs, identify gaps, and recommend solutions. You cannot draft wills. That's reserved legal activity under UK law, restricted to solicitors and authorized will-writing professionals.

Accountants face similar boundaries. You can advise on tax efficiency and succession planning, but not legal document drafting.

The solution: partner with will-writing platforms. Online services like WUHLD cost £99.99 versus £650+ for solicitors. You position yourself as the "quarterback" who coordinates estate planning, tax strategy, and investment management—while partners handle legal execution.

The FCA's Treating Customers Fairly principles require acting in clients' best interests. Identifying will gaps fulfills this duty. Ignoring estate planning because you can't draft wills yourself actually violates your advisory responsibility.

What NOT to say:

  • ❌ "I can help you draft your will"
  • ❌ "Let me tell you exactly what clauses to include"
  • ❌ "You should leave 40% to your spouse and split the rest"

What TO say instead:

  • ✅ "Have you considered who would inherit your investment portfolio if something happened to you?"
  • ✅ "Your current will may not reflect your new property purchase—have you reviewed it recently?"
  • ✅ "I work with a will-writing service that can help you document these wishes for £99.99. Would that be useful?"

Claire, an accountant in Birmingham, worried about crossing into legal advice territory. She now positions will planning as: "Part of my role is making sure your financial affairs are organized for tax efficiency and succession. I've identified that your business succession plan needs to align with your will, but I'm not qualified to draft legal documents. I recommend this platform that costs £99.99 and takes 15 minutes—then we can ensure everything coordinates properly."

This approach maintains compliance while adding tremendous value. You're not practicing law—you're practicing comprehensive financial planning.

The 4-Stage Will Planning Integration Framework

Integrating will planning doesn't require overhauling your entire onboarding process. The following framework spreads estate planning conversations across the first 90 days, adding just 5-10 minutes per stage.

The system is designed to feel natural and consultative, not scripted or pushy. You're simply ensuring you understand your client's full financial picture before making recommendations.

Timeline overview:

  1. Stage 1: Discovery Meeting (Days 1-7) - Initial conversation about current will status
  2. Stage 2: Data Gathering and Assessment (Days 8-21) - Detailed questionnaire and gap analysis
  3. Stage 3: Recommendation and Solution Presentation (Days 22-30) - Present will planning alongside financial plan
  4. Stage 4: Implementation and Follow-Up (Days 31-90) - Support client through will creation and coordinate with overall plan

This isn't additional work—it's better work. The insights you gain from estate planning discussions improve your investment recommendations, tax planning, and protection strategies.

Stage 1: Discovery Meeting (Days 1-7)

Your initial discovery meeting already covers retirement goals, risk tolerance, and investment timeline. Add three estate planning questions to that agenda. It takes five minutes and opens conversations that deepen relationships immediately.

When to introduce the topic: After discussing retirement goals, before concluding the meeting. This positioning makes estate planning feel like a natural extension of long-term planning, not an afterthought.

The three essential questions:

1. "Do you currently have a will in place?"

If yes: "When was it last updated? Have there been major life changes since then?"

If no: "Have you thought about what would happen to your investments and property if something happened to you?"

This question surfaces whether you're working with a blank slate or outdated documents. Either way, you've identified an area where you can add value.

2. "If you have children under 18, have you appointed legal guardians?"

This question often surprises parents who realize they've overlooked this critical decision. It opens natural conversation about coordinating guardianship with financial provisions.

The emotional weight of this question—choosing who raises your children—makes estate planning feel urgent and important, not bureaucratic.

3. "Does your current estate plan align with your investment strategy we've discussed today?"

This positions will planning as part of holistic financial planning, not a separate legal issue. It identifies clients with wills that don't reflect current asset structure.

Handling "I'll get to it later":

Acknowledge the response: "I understand—estate planning often feels non-urgent."

Share the statistic: "56% of UK adults don't have wills. But when something happens, families face months of legal complications and potential disputes."

Offer an easy solution: "What if I could show you a way to complete a legally valid will in 15 minutes for £99.99? Would you be open to that as part of our next meeting?"

Tom, an advisor in Edinburgh, uses this script: "Before we wrap up, I want to make sure we've covered your full financial picture. I always ask new clients about their will—do you have one in place?"

This positioning makes will planning feel like standard due diligence, not an awkward topic. Most clients appreciate that you're thorough enough to ask.

Documentation checklist:

After every discovery meeting, add these notes to your CRM:

  • Will status (Yes/No/Outdated)
  • Last updated date (if applicable)
  • Guardians appointed (for parents)
  • Executors named
  • Known gaps or concerns
  • Follow-up action required

This documentation ensures estate planning doesn't get forgotten when you move to the data gathering stage.

Stage 2: Data Gathering and Assessment (Days 8-21)

Your standard client questionnaire already collects financial data. Add an estate planning section that captures the context you need for gap analysis.

Most advisors use fact-find forms during onboarding. Expand yours to include estate planning questions alongside tax information and investment history.

The 10 key estate planning data points:

  1. Marital status and relationship history (married, divorced, remarried, cohabiting)
  2. Children and dependents (number, ages, from current/previous relationships)
  3. Asset inventory (property, investments, business interests, pensions)
  4. Debt structure (mortgages, business loans, personal debt)
  5. Current will status (exists, last updated, stored where)
  6. Executors and guardians (appointed, ages, locations)
  7. Life insurance and protection (policies, beneficiaries designated)
  8. Business ownership (sole trader, partnership, limited company, succession plans)
  9. International considerations (foreign property, expat status, multiple jurisdictions)
  10. Family dynamics (potential disputes, estranged relatives, special needs dependents)

These data points reveal estate planning needs that directly inform your investment and tax strategies.

Red flags requiring immediate attention:

  • Unmarried couples owning property together (no automatic inheritance rights)
  • Parents with minor children and no appointed guardians
  • Blended families with no clear inheritance instructions
  • Business owners with no succession plan documented
  • Wills dated 10+ years ago or before major life events (marriage, divorce, children, property purchases)
  • Clients with assets in multiple countries

Lisa, an advisor in Bristol, discovered client Rachel (unmarried, living with partner for eight years, £280,000 flat) had no will. Under intestacy rules, Rachel's partner would inherit nothing.

Lisa flagged this as critical, explained the legal risk, and Rachel completed a will within 48 hours using WUHLD. Lisa's questionnaire saved Rachel's partner from potential financial devastation.

Gap analysis process:

  1. Compare what client has (current will, if any) with what they need (based on 10 data points)
  2. Identify critical gaps (guardians, executors, asset protection)
  3. Prioritize by urgency (unmarried couples = high urgency, outdated executor = medium urgency)
  4. Document findings in client file with recommended actions

Technology integration:

Use CRM custom fields to track will status and review dates. Set automated reminders for clients whose wills are five years or older.

Create templated email follow-ups: "As part of your financial plan preparation, please complete the attached estate planning questionnaire before our next meeting."

This systematic approach ensures no client falls through the cracks.

Stage 3: Recommendation and Solution Presentation (Days 22-30)

When you present your financial plan, position estate planning as one pillar of a comprehensive strategy.

The 5-pillar financial plan framework:

  1. Retirement Planning - When you'll stop working and income sources
  2. Investment Strategy - How to grow wealth efficiently
  3. Protection Planning - Life insurance, income protection, critical illness
  4. Tax Efficiency - Minimizing income tax, capital gains tax, inheritance tax
  5. Estate Planning - Ensuring assets transfer according to your wishes

This framework positions estate planning as non-negotiable, just like retirement planning.

Recommendation presentation script:

"Based on our discovery conversation and your completed questionnaire, I've identified three areas where your estate planning needs attention:

  1. Critical: You don't currently have appointed guardians for your children. If something happened to both you and your partner, a court would decide who raises them.

  2. Important: Your will is dated 2015, before you purchased your second property and started your business. Your estate distribution may not reflect your current wishes or asset structure.

  3. Recommended: You haven't documented inheritance plans for your children from your first marriage versus your current spouse. This could create family conflict without clear instructions.

I'm not a solicitor, so I can't draft your will—but I work with WUHLD, an online will-writing service that costs £99.99 versus £650+ for traditional solicitors. It takes 15 minutes and you can preview everything before paying. Would you like me to walk you through how it works, or would you prefer to arrange your own legal advice?"

This script identifies specific needs, explains why they matter, and offers a solution while respecting professional boundaries.

Handling cost objections:

Objection: "£99.99 seems cheap—is it legitimate?"

Response: "WUHLD wills are legally binding under the Wills Act 1837, the same law that governs £650 solicitor wills. The difference is technology—you complete it online instead of three appointments. You also get a Testator Guide, Witness Guide, and Asset Inventory. And you can preview your entire will before paying anything."

Objection: "I'd rather use a solicitor."

Response: "That's absolutely fine—for complex estates, solicitors are often the best choice. What I need from you is a copy of the completed will so I can ensure our investment strategy and tax planning aligns with your inheritance intentions. Can you commit to completing this within the next 30 days?"

Scenario examples:

Simple estate: David and Karen, married couple, two children, £400,000 estate. WUHLD recommended. Takes 15 minutes, costs £99.99, covers their straightforward needs.

Complex estate: Richard, business owner, £2.3 million estate, blended family, shares in three companies. Solicitor recommended for bespoke will with trusts. Advisor coordinates with solicitor to ensure business succession and will align.

Middle ground: Priya, unmarried with partner, £680,000 flat, investment portfolio. WUHLD recommended initially to document basic wishes (partner inherits everything), then solicitor review once estate grows above £1 million or if tax planning trusts needed.

Positioning WUHLD as partner solution:

"I've partnered with WUHLD because my clients needed an affordable, fast will solution. Traditional solicitors work well for complex estates, but 70% of my clients have straightforward situations where online wills are perfect. WUHLD gives you a legally binding will under UK law, completed in 15 minutes for £99.99 versus £650+ for solicitors. You preview everything free before paying, and you get comprehensive guidance documents included."

This positions you as someone who's thoughtfully evaluated solutions and chosen the best option for most client situations.

Stage 4: Implementation and Follow-Up (Days 31-90)

Recommendations mean nothing without implementation. Set a 30-day deadline and use a systematic follow-up process to ensure completion.

The 3-touch follow-up system:

Touch 1: Week 1 After Recommendation (Day 37)

Email with subject line: "Action Required: Your Estate Planning Next Steps"

Include: Recap of recommendations, link to WUHLD (or solicitor referral), deadline of 30 days from recommendation.

CTA: "Reply to this email once you've started your will so I can coordinate the next steps of your financial plan."

Touch 2: Week 3 After Recommendation (Day 51)

Phone call or meeting check-in.

Script: "I wanted to touch base on the estate planning action items we discussed. Have you had a chance to start your will? I know it's easy to put off, but this is a critical part of protecting your family. Can I help remove any obstacles?"

Offer to walk through WUHLD platform together if technology is a barrier.

Touch 3: Day 30 Deadline (Day 60)

If not completed: Escalation email.

"Your estate planning is still outstanding, which means your children and partner aren't protected if something happens. I need this completed before our next quarterly review. Can you commit to finishing this by Friday?"

If still resistant: Document in client file and revisit at next annual review.

When clients complete their wills:

  1. Request confirmation - "Congratulations on completing your will! Can you send me confirmation that it's been signed and witnessed?"
  2. Coordinate beneficiaries - Review pension beneficiary forms, investment account beneficiaries, life insurance policies. Ensure all align with will terms.
  3. Document in CRM - Update client record: Will completed (date), executors named, review date (set for three years unless major life change)
  4. Add to annual review checklist - Every annual review: "Has anything changed that would require updating your will? Marriage, divorce, children, property purchases, business changes?"

Beneficiary coordination checklist:

Asset Type Beneficiary Designation Aligns with Will? Action Required
Investment ISA Passes via will N/A None
Pension (SIPP) Nomination form Check alignment Update if outdated
Life insurance policy Named beneficiaries Check alignment Update if children born since policy started
Joint property Joint tenants or tenants in common Check alignment Consider severance if will specifies different split

Annual review integration:

Add estate planning to your standard annual review agenda:

"Last year we helped you complete your will. Let's review: Have you married, divorced, had children, or acquired significant assets since then?"

"Your will is now four years old. I recommend we review it to ensure it still reflects your wishes."

"The 2027 IHT reforms mean your estate may now be taxable. Should we revisit your inheritance tax planning?"

Graham, an advisor in Liverpool, implemented the 3-touch system and saw will completion rates jump from 30% to 78%. He schedules Touch 1 and Touch 3 as automated CRM emails, reserving Touch 2 for personal phone calls. Clients report feeling supported, not nagged, and appreciate the accountability.

Technology and Tools to Streamline the Process

Technology makes will planning integration efficient and scalable. With proper CRM customization and automation, estate planning requires minimal manual effort.

CRM custom fields to add:

Create these fields in your CRM client records:

  • Will Status: Dropdown (None / Outdated / Current)
  • Will Last Updated: Date field
  • Will Review Due: Date field (auto-set five years from last updated)
  • Executors Named: Text field
  • Guardians Appointed: Yes/No (for parents)
  • Estate Planning Notes: Long text field for gap analysis documentation

These fields ensure estate planning information is captured consistently for every client.

Questionnaire automation:

Use tools like Typeform or Google Forms to create estate planning questionnaires that auto-populate your CRM. Many practice management systems—Salesforce Financial Services Cloud, Wealthbox, Redtail—have built-in fact-find templates where you can add estate planning sections.

Send questionnaires as part of your onboarding email sequence: Day 3 email includes "Please complete your financial fact-find, including estate planning section."

WUHLD integration benefits:

  • Referral tracking: Know when clients complete wills through your referral
  • Commission potential: Some platforms offer 10-15% commission for advisor referrals
  • Client experience: Seamless handoff from your recommendation to their will creation
  • Compliance: You're not providing legal advice—you're referring to a qualified service

Document management:

Store will status confirmation and review dates in your client vault. Do NOT store actual will documents—that's the executor's responsibility, not yours.

Do store: Will status confirmation, executor contact details, will storage location.

Automated review reminders:

Set CRM workflows:

  1. 5-year review trigger: When "Will Last Updated" reaches five years, send automated email: "Your will is now five years old. Let's schedule a review to ensure it still reflects your wishes."
  2. Life event triggers: When client updates address, adds children, or changes marital status in CRM, flag will for review
  3. Annual review agenda: Automatically add estate planning to annual review meeting agendas

Rebecca, an advisor in London, spent two hours customizing her CRM with estate planning fields. Now when clients complete onboarding questionnaires, will status auto-populates. She receives automated alerts when wills need review and includes estate planning in every annual review without manual tracking.

Initial two-hour setup saves 10+ hours annually.

Common Objections and How to Handle Them

Even with systematic integration, clients will raise objections. Here are the seven most common objections with specific response scripts.

Objection 1: "I'm too young to need a will"

Response: "I understand—at your age, estate planning doesn't feel urgent. But consider this: 56% of UK adults don't have wills, and many are younger than you think. If you own property, have investments, or want to choose who raises your children if something happens, you need a will. It takes 15 minutes and costs £99.99. Think of it as insurance for your family's financial plan."

When it works: For clients in their 30s-40s with dependents or significant assets.

Objection 2: "I'll get to it later—I have time"

Response: "That's the most common response—and exactly why 56% of UK adults don't have wills. The clients I've worked with who faced unexpected health crises or family deaths all said the same thing: 'I thought I had more time.' Can I ask—if something happened to you next week, would your children and partner be protected? If not, let's schedule 15 minutes to fix that before our next meeting."

When it works: For procrastinators who intellectually agree but haven't prioritized it.

Objection 3: "My estate isn't large enough to need a will"

Response: "Actually, wills aren't just for wealthy families—they're for anyone who wants control over what happens to their assets and family. Without a will, government intestacy rules decide everything: who inherits, who raises your children, even who pays for your funeral. Your estate may be 'small' by some standards, but I bet you have strong opinions about where your property and savings should go. A will lets you document those wishes for £99.99."

When it works: For middle-income clients who underestimate the importance of will planning.

Objection 4: "Wills are too expensive—solicitors charge £650+"

Response: "You're right—traditional solicitor wills cost £650 or more. That's why I recommend WUHLD for straightforward estates. It's £99.99, takes 15 minutes online, and it's legally binding under the same UK law that governs solicitor wills. The difference is technology efficiency, not legal validity. You can preview your entire will before paying anything. Would that price point work for you?"

When it works: For cost-conscious clients with straightforward estates.

Objection 5: "I don't know what to include in my will"

Response: "That's exactly why online will services like WUHLD exist—they guide you through every decision with plain-English questions. You'll answer things like: Who should inherit your assets? Who should raise your children? Who should handle your estate? The platform walks you through it step-by-step in 15 minutes. And I'm here to help you think through those decisions from a financial planning perspective before you start."

When it works: For clients overwhelmed by the will-writing process.

Objection 6: "Everything is jointly owned with my spouse anyway"

Response: "Joint ownership helps with some assets, but it doesn't cover everything. What happens if both of you die—who raises your children? Who inherits your joint assets? And if you own property as 'joint tenants,' your will can't override that—but you may want to sever the tenancy to 'tenants in common' to control your share. Let's review your asset structure and make sure your will coordinates properly."

When it works: For married couples who assume joint ownership means they don't need a will.

Objection 7: "I'll just use a free template online"

Response: "I've seen clients try that—and I've also seen wills rejected because they weren't witnessed properly, used unclear language, or didn't comply with the Wills Act 1837. A defective will means intestacy rules apply anyway, wasting the time you spent. For £99.99, WUHLD ensures legal compliance, provides witnessing guidance, and gives you a Testator Guide so you know it's done right. Is saving £100 worth the risk of your will being invalid?"

When it works: For DIY-minded clients who don't realize the legal risks.

When to make will planning a requirement:

For certain client types, will planning isn't optional—it's a prerequisite for effective financial advice:

Business owners: "I can't create a business succession plan without knowing your estate planning intentions. Please complete your will before our next meeting so we can coordinate."

High-net-worth clients (£500K+): "Your estate may be subject to inheritance tax. I need to understand your will structure to recommend tax-efficient strategies."

Parents with minor children: "Appointing guardians is one of the most important decisions you'll make. I can't finalize your protection planning without knowing guardianship is documented."

Measuring Success: KPIs for Estate Planning Integration

Track these metrics to measure the ROI of will planning integration.

KPI 1: Will Planning Discussion Rate

  • Metric: Percentage of new clients asked about will status during onboarding
  • Benchmark: Target 100% (every client should be asked)
  • How to measure: CRM reports on custom field "Will Status" completion rate

KPI 2: Will Completion Rate

  • Metric: Percentage of clients who complete wills after your recommendation
  • Benchmark: 60-80% within 90 days of recommendation
  • How to measure: Track clients flagged with will gap versus clients who confirm completion

KPI 3: Multi-Generational Relationship Rate

  • Metric: Percentage of inherited accounts where heirs stay with your practice
  • Benchmark: Without estate planning: 29-38% / With estate planning: 60-75%
  • How to measure: Track retention of surviving spouses and inheriting children over 3-5 years

KPI 4: Client Retention Rate (Estate Planning Clients vs. Non-Estate Planning)

  • Metric: Compare retention rates between clients who completed estate planning versus those who didn't
  • Benchmark: Estate planning clients should show 10-15% higher retention
  • How to measure: Segment clients by "Estate Planning Completed" flag and compare annual retention

KPI 5: Average Client Lifetime Value (CLV)

  • Metric: Increased CLV due to multi-generational relationships
  • Benchmark: Clients with estate planning should show 40-60% higher lifetime value
  • Example: Original client (£500K AUM, £7,500 annual fees over 15 years = £112,500 lifetime) → Heirs inherit and stay (£350K from two children, additional £5,250 annual fees over 10 years = £52,500) → Total CLV: £165,000 (+47%)

KPI 6: Time Investment per Client

  • Metric: Hours spent on estate planning integration per client
  • Benchmark: 0.5-1 hour total across four stages (5-15 minutes per stage)
  • How to measure: Time tracking for first 10 clients, then use average

Reporting estate planning value to clients:

During annual reviews, include estate planning in your value report:

"Here's what we accomplished together this year:

  • Investment returns: 8.2% (outperforming benchmark)
  • Tax efficiency: Saved £3,400 through ISA and pension optimization
  • Estate planning: Completed will, appointed guardians, aligned beneficiaries across all accounts
  • Protection planning: Reviewed life insurance coverage"

Long-term metrics (3-5 year view):

Metric Year 1 Year 3 Year 5
Clients with completed wills 40% 70% 85%
Multi-generational relationships 5% of client base 12% of client base 20% of client base
Client retention rate 92% 94% 96%
Average client lifetime value £95,000 £115,000 £140,000

Martin, an advisor in Manchester, tracks estate planning KPIs quarterly. After two years of systematic integration, his retention rate increased from 89% to 95%, and he now manages assets for eight adult children of deceased clients—representing £2.1 million in AUM from multi-generational relationships.

He attributes £120,000 in retained annual revenue directly to estate planning conversations.

Frequently Asked Questions

Q: Should financial advisors offer will planning services?

A: Yes. Research shows 40% of clients would switch to an advisor who offers estate planning, yet only 22% currently receive it. Offering will planning significantly improves client retention and deepens relationships, particularly with high-net-worth clients where 82% would switch advisors for estate planning services.

Q: How do I integrate will planning into my existing onboarding process?

A: Add will planning as a standard agenda item in your initial discovery meeting, include estate planning questions in your client questionnaire, and position it alongside retirement and tax planning. Use a standardized checklist to ensure every new client is asked about their will status within the first 30 days.

Q: What if I'm not qualified to provide legal advice on wills?

A: You don't need to be a solicitor to offer will planning guidance. Financial advisors can discuss estate planning needs, identify gaps, and recommend solutions like online will services (£99.99 vs £650+ for solicitors). Partner with WUHLD or similar services for the legal execution while you maintain the client relationship.

Q: How does will planning improve client retention?

A: Will planning creates multi-generational relationships. When clients die without estate planning discussions, only 38% of surviving spouses retain the advisor, dropping to 29% when children inherit. Proactive estate planning conversations ensure your relationship with the family extends beyond the original client.

Q: What questions should I ask about wills during onboarding?

A: Ask: "Do you have a will?" "When was it last updated?" "Have you named guardians for minor children?" "Does your will reflect your current asset structure?" "Have you discussed inheritance plans with beneficiaries?" These open estate planning conversations naturally and identify immediate needs.

Q: Can accountants offer will writing services to clients?

A: Accountants can offer will planning as a value-added service, though they typically partner with legal providers rather than drafting wills themselves. This positions accountants as trusted advisors addressing clients' full financial picture, including succession planning and inheritance tax efficiency.

Q: How do I price will planning services in my practice?

A: You can offer will planning as: (1) a complimentary onboarding service that deepens relationships and justifies higher AUM fees, (2) a standalone paid service with 10-15% commission from partner platforms like WUHLD, or (3) bundled into comprehensive financial planning packages for high-net-worth clients.

Conclusion

Key takeaways:

  • Start with the discovery meeting—ask every new client about their will status in the first meeting, making it standard practice, not optional
  • Use the 4-stage framework—Discovery → Assessment → Recommendation → Implementation spreads will planning across 90 days without overwhelming clients
  • Partner with affordable solutions—WUHLD (£99.99) removes the cost barrier for straightforward estates; reserve solicitors for complex situations
  • Track completion ruthlessly—use the 3-touch follow-up system and CRM automation to ensure recommendations don't fall through the cracks
  • Measure retention ROI—track multi-generational relationship rates; estate planning clients should show 40-60% higher lifetime value

Emma Chen, the advisor who lost three clients and £18,000 in annual fees, now asks about wills in every onboarding meeting. Last month, when long-time client Graham died suddenly, his widow thanked Emma for helping them organize their estate plan two years prior.

Graham's three adult children, now managing a combined £950,000 inheritance, stayed with Emma's practice—not despite Graham's death, but because of the estate planning foundation Emma had helped build.

Your clients need wills—and you need multi-generational relationships that survive wealth transfer. WUHLD makes it simple: your clients create legally binding wills in 15 minutes for £99.99 (versus £650+ for solicitors), and you maintain the trusted advisor role that protects your practice.

They get a complete will plus Testator Guide, Witness Guide, and Asset Inventory—and can preview everything free before paying.

Learn How WUHLD Partners with Financial Advisors

Legal Disclaimer:

This article provides general information only and does not constitute legal or financial advice. WUHLD is not a law firm and does not provide legal advice. Laws and guidance change and their application depends on your circumstances. For advice about your situation, consult a qualified solicitor or regulated professional. Unless stated otherwise, information relates to England and Wales.

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