BAM! Online Estate Planning Helps Smaller Financial Advisory Firms Compete Against the Big Guys

Small broker-dealers, IMOs and MGAs can better compete with their large national competitors by offering complementary online estate planning. Smaller firms often compete against larger national organizations that have more resources, brand recognition, and marketing muscle. By integrating estate planning into your client offering, you’re moving beyond product sales and providing comprehensive, life-stage planning — something even large firms don’t always do well. It demonstrates that you’re not just selling a policy, annuity or investment plan — you’re helping clients plan their legacy.

LifeLegacy offers a compelling, cost-effective white-labeled online estate planning solution that enhances client relationships, adds tangible value to your practice, and drives long-term growth — all while costing 25% less than other platforms on the market.

A Holistic Client Experience That Drives Loyalty

Estate planning is an essential component of any financial plan, yet many clients delay creating a will or trust due to cost, complexity, or inertia. 

By offering estate planning directly through your practice using LifeLegacy’s platform, you get to “punch above your weight” by offering a high-tech, white-labeled platform that looks and feels custom-built for your business. And you’re providing a high-impact, value-added service that demonstrates your commitment to your clients’ overall financial well-being — not just their need for insurance or investments. This deepens trust, strengthens loyalty, and opens the door to more holistic conversations about the core products and services you offer as well as charitable giving and legacy planning.

Seamless Integration, Unlimited Usage

Unlike other online estate planning platforms that can charge an annual subscription fee of up to $4,000 per advisor, LifeLegacy offers unlimited use of its estate planning platform for just $2,999 per advisor — a 25% savings. This flat fee allows advisors to offer estate planning to every client and prospect without worrying about per-plan costs, making it an ideal solution for firms looking to scale their services and impact.

And LifeLegacy, can co-brand the platform and embed it directly into your marketing or client onboarding workflows. This means you can offer clients a secure, easy-to-use portal to create wills, healthcare directives, powers of attorney, and more — all under your guidance. And because LifeLegacy is white-labeled, clients associate this value with your brand, not a third party..

A Powerful Referral Generator

Estate planning creates a natural entry point for engaging the next generation. When your client names beneficiaries or assigns power of attorney, it’s often a spouse, child, or close family member — all of whom can become new potential clients. Offering LifeLegacy is a smart way to introduce your services to heirs and family members who might not otherwise work with an advisor.

Moreover, offering free or discounted estate planning can be a high-value lead magnet. It’s a conversation starter that differentiates you from other advisors and invites prospective clients to engage with your practice in a meaningful way.

The Future of Advice Is Comprehensive

As more consumers look for financial advisors who can provide comprehensive, tech-enabled services, offering estate planning is quickly shifting from “nice-to-have” to “must-have.” Advisors who incorporate services like LifeLegacy not only stand out but also position themselves as true fiduciaries who care about their clients’ total financial picture.

For smaller broker-dealers and independent advisors, LifeLegacy is a low-cost, high-impact solution that enhances your value, builds trust, and drives business growth. With seamless integration, unlimited usage, and a price point that’s 25% lower than major competitors, there’s never been a better time to bring estate planning into your practice.