Life‑Event Triggers That Drive Advice Seekers

Understanding when people naturally start looking for help can make it easier to connect with them at the right time.

Our research has shown that three life events often prompt people to seek financial guidance: preparing for retirement income (43%), organising their own inheritance planning (42%), and receiving a windfall inheritance (38%). These tend to follow recognisable patterns, which means it’s possible to anticipate when people may need extra support.

Why These Triggers Matter

For those approaching retirement, there’s often a shift from building savings to using them for income. It’s a significant change, and many people want reassurance that their plans will support their lifestyle throughout retirement.

People who receive an inheritance may be grateful for the opportunity it presents, but also want to make thoughtful, informed choices about managing the funds, especially when tax considerations come into play.

Those arranging their own legacy want to protect and provide for family members. They may be working through the details of inheritance tax and trust structures, ensuring their wishes are clearly set out.

In all of these cases, there is usually a mix of urgency and complex circumstances, where professional advice can be especially valuable.

Making the Most of Predictability

While every individual situation is unique, many of these life events can be anticipated in broad terms. Retirement ages are often known in advance, and upcoming changes to tax rules are usually announced ahead of time.

By recognising these patterns, advisers can prepare relevant resources and conversations before the need becomes urgent.

Timely and Relevant Content

Planning content to align with the times of year when these topics are more front-of-mind can help ensure it reaches people when it’s most useful.

• January often suits inheritance-related topics, with tax-year end approaching and many people setting new financial goals.

• April can work well for retirement-focused discussions, as the new financial year prompts a fresh look at long-term plans.
  
  

Examples:

• January: "Inheritance tax myths and what the April 2025 rule changes actually mean"
  

• April: "Your retirement dress rehearsal: five essential checks"
  

This approach is about timing and relevance rather than simply increasing output.

Clear and Helpful Web Pages

Visitors searching online for “inheritance advice” may have different needs from those searching “drawdown strategy.” Having dedicated pages for each topic, with information tailored to those concerns, can help them find the right guidance quickly.

Staying Connected with CRM Tools

A well-organised CRM can help maintain consistent, relevant communication. For example:

• Tag clients who are approaching retirement and share resources that guide them through the planning process.

• Keep track of family milestones, such as parents entering later life, which might signal the need for inheritance planning.
  
  

This creates a smooth, supportive experience for clients, offering help before challenges feel overwhelming.

Why This Approach Works

People’s interest in financial advice often centres around significant life events. By aligning communication and resources with these natural points of focus, it’s possible to provide advice at a moment when it feels most meaningful and helpful.

This not only ensures that guidance arrives when it’s needed, but it also helps build lasting relationships based on understanding and support.

The Ongoing Benefit

When content, online resources, and client communication work together in this way, the result is a connected system of touchpoints that reflect how people actually think about and approach their finances.

It’s a way of making advice more accessible, more timely, and more aligned with life’s most important decisions.