How Do You Get Clients to Care About the Future?

Q&A January 07, 2025 at 02:43 PM
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Prudential Financial recently tried to get consumers to think far ahead, toward the year those consumers might retire, by using a very cute visual aid: newborn babies.

The Newark, New Jersey-based life and annuity issuer tried to get parents to ponder their distant future by offering a $150 check for the babies born on Jan. 1, 2025.

Prudential solemnly informed readers of the contest announcement that those babies will turn 70, and likely be ready to retire, in 2095.

Meanwhile, many insurance agents and investment advisors struggle to persuade consumers to think seriously about what might happen in 30, 20 or even 10 years.

Prudential tapped Brandon Goldstein, a holder of the chartered financial consultant designation who works with the company as a financial planner, to offer ideas about how a financial professional can nudge a client to envision the world that will exist after supper time.

Goldstein answered questions about encouraging future-mindedness via email. The interview has been edited.

THINKADVISOR: How do you help clients who are trying to stay in the moment to look ahead?

BRANDON GOLDSTEIN: When I'm putting together a financial plan, I always ask my clients what an ideal retirement looks like to them. Do they want to travel the world? Purchase a vacation home?

Does an ideal retirement include working part time?

Do the clients hope to leave a legacy to the next generations?

Better understanding their long-term goals helps to paint a picture of what they will need to live on in their ideal retirement.

How do you keep the conversation going once you've gotten clients' attention?

We then factor in a life expectancy, for example age 90, and run cash-flow projections for up and down markets, to see if there's a shortfall or if the clients are on track with what they need to achieve those goals.

Pointing to research can be a helpful planning tool as well.

What about people, such as the spouses or children of the clients who hired you, who say that the world is too uncertain for planning far ahead to be practical?

For someone who says that planning that far ahead is impossible, I would argue that the later they start planning, the less time they will have for making any adjustments if there is a shortfall.

I prefer they put together a plan at an early age and revisit that plan every few years to see if they are on track for their "pie in the sky" scenario.

The sooner they start planning, the more options they will have to eventually reach their goal.

The later they start planning, the more likely they are to be forced to work later in life or to live a different lifestyle than intended.

What if people are very stubborn?

Oftentimes, I compare planning for retirement to studying for a test or writing a paper.

Would you rather write the paper in the weeks leading up to the due date or feel the stress of having to stay up all night and turn the paper in the next morning?

If you are failing to plan, you are planning to fail.

Credit: Meta/Adobe Stock

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