Protective Life Corporation (Protective), a U.S. subsidiary of Daiichi Life Group, Inc. (Daiichi Life, TSE:8750), today announced new research from its principal subsidiary, Protective Life Insurance Company, examining how financial professionals can retain client relationships as wealth passes between generations. Conducted in partnership with Greenwald Research, the study focuses on the Great Wealth Transfer, a long-term shift of assets from older generations to spouses, adult children and other beneficiaries.

Drawing on surveys of 1,008 future inheritors, 1,018 future bequestors and 500 financial professionals, along with in-depth interviews, the research identifies two periods when client relationships may be especially vulnerable: after the death of the more financially engaged spouse or partner and when assets ultimately transfer to heirs.

The findings also point to a significant continuity challenge for financial professionals. While 77% of future inheritors already work with a financial professional, only 6% use the same financial professional as the person from whom they expect to inherit. The research suggests that many firms may face increased retention risk when assets move between generations.

The study found notable gaps between what future inheritors expect and the planning steps future bequestors have taken. Although 93% of future inheritors believe they understand what their inheritance will include, many planning measures remain incomplete. Sixty percent of future inheritors expect to receive at least part of their inheritance during the bequestor’s lifetime, while only 20% of future bequestors have made or plan to make lifetime gifts to reduce the size of their taxable estate. Nearly half of inheritors (49%) worry an inheritance could cause family conflict.

“The industry often focuses on where assets will go, but these findings suggest another important question: who will families turn to when those assets move,” said Aaron Seurkamp, President of Protective’s Protection & Retirement Division. “Many future inheritors already have financial professionals they trust. That makes it important to engage spouses, partners and adult children before a life event or transfer occurs. The financial professionals who build those relationships early may be better positioned to support families through a transition.”

The research points to opportunities for financial professionals to engage families earlier in the planning process. Protective’s findings suggest that involving spouses, partners and adult children before a transfer event can help families better understand roles, important documents and next steps while giving financial professionals an opportunity to establish continuity across generations.

To help financial professionals navigate these challenges, Protective developed a whitepaper, The Two Moments That Matter: Financial Professional Strategies for the Great Wealth Transfer. The whitepaper outlines four actions financial professionals can take to help families prepare and strengthen multi-generational relationships:

  • Engage both members of the couple by design.

  • Make transfer readiness visible.

  • Normalize heir contact early.

  • Engineer continuity before assets move.

The research also highlights broader lessons for families. The findings suggest that discussing transfer plans, responsibilities and expectations before an estate transition occurs can help families better understand the decisions and roles that may accompany an inheritance.

Protective commissioned the study to better understand where financial professional relationships may be most exposed during wealth transfer and to identify practical considerations that may help support continuity across generations.

Financial professionals seeking deeper insights into the findings are invited to access the whitepaper for direct download here.

About Protective

Protective has helped protect people for more than 115 years. Through its subsidiaries, Protective provides life insurance, retirement, employee benefits and asset protection solutions to nearly 32 million people. With a long-term focus, financial stability and commitment to doing the right thing, Protective empowers customers to move forward with confidence because we’re all protectors℠. Protective Life Corporation, a subsidiary of Daiichi Life Group, Inc., had $148 billion in assets as of June 30, 2026. Headquartered in Birmingham, Alabama, Protective employs more than 3,500 teammates nationwide, including at core sites in the greater Cincinnati region and St. Louis. For more information visit protective.com.

About Greenwald Research

Greenwald Research is a consultative partner to health and wealth leaders that leverages industry expertise, access to experts, and a custom, collaborative approach to produce trusted insights and meaningful connections that drive understanding and inform strategic action. For more information, please call (202) 686-0300 or visit www.greenwaldresearch.com.

Media gallery

About The Author
Business Wire