Trust & Will 2025 Annual Financial Advisor Report

Download the full report here.

Estate planning and financial advising have traditionally been viewed as separate disciplines, but consumer expectations are changing. Today, clients want a more holistic approach to financial planning—one that includes estate and cryptocurrency planning guidance alongside investment strategies. This shift presents a major opportunity for financial advisors to deepen client relationships, improve retention, and stay ahead in an evolving industry.

This report is one of the largest studies ever conducted on the intersection of estate and cryptocurrency planning and financial advising. We surveyed 10,000 Americans and analyzed results across key demographics, including age, gender, household income, race, political affiliation, and geography. The findings reveal a growing demand for estate and cryptocurrency planning services within financial advising—and a clear warning for advisors who fail to adapt.

Key Takeaways:

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• Clients expect estate and cryptocurrency planning to be part of financial advising. 70% of respondents believe financial advisors should offer estate and cryptocurrency planning services—either as a core service (37%) or a valuable add-on (33%).

• 40% of clients would switch to an advisor who offered estate and cryptocurrency planning services. This is especially true for high-income earners —  82% of those earning $500K-$999K would switch advisors for estate and cryptocurrency planning.

• Financial advisors already play a key role in estate and cryptocurrency planning conversations. 43% of clients discuss family dynamics with their advisor, and 18% share everything—even the skeletons in their closets. This suggests advisors are well-positioned to integrate estate and cryptocurrency planning into their practice.

A Closer Look at the Data: Explore the Full Findings

The surface-level stats are just the beginning. In the sections below, we break down the most thought-provoking, sometimes unexpected, and often industry-shaking insights from our study. Whether it’s which demographics are driving demand, how clients really feel about their advisors, or what’s holding people back from estate and cryptocurrency planning—this is where the full story unfolds.

• Are Today’s Consumers “Financially Literate”?

• Estate & Cryptocurrency Planning & Financial Advisors: A Missing Piece or a Separate Service?

• The Expanding Role of Financial Advisors: Estate & Cryptocurrency Planning & Personal Finance

• The Why: Clients Would Switch Advisors Over Estate & Cryptocurrency Planning
  

Conclusion

This report makes it clear: estate and cryptocurrency planning isn’t an optional service—it’s a business necessity. With 40% of clients willing to switch advisors over estate and cryptocurrency planning services, financial professionals who fail to adapt risk losing clients to competitors who offer a more comprehensive approach.

For advisors looking to future-proof their practice, deepen client relationships, and expand their value, estate and cryptocurrency planning is a clear path forward. Solutions like Trust & Will provide financial advisors with a seamless way to incorporate estate and cryptocurrency planning—allowing them to stay ahead of industry trends and give clients the financial security they truly want.

Methodology 

This study was conducted by WeAreTalker (formerly OnePoll) on behalf of Trust & Will. The survey was fielded between January 3–13, 2025, and included 10,000 U.S. adults aged 18 and older. Respondents were randomly selected to provide a diverse range of perspectives across age, income, education, race, political affiliation, and geography. The results have been weighted where necessary to ensure demographic accuracy and reflect the current state of estate and cryptocurrency planning and financial attitudes in America.