Juan José (JJ) Pérez
Juan José (JJ) Pérez
04/27/2026 — As a financial professional, family is at the heart of your business. You offer guidance to your clients as they seek financial security for themselves in retirement and for their families in the future.
But as many of us know with our own families, different generations don’t always see eye to eye on certain matters. That’s even true with finances. When it comes to money, many family members aren’t communicating at all about their future plans or wishes, which can lead to problems when their families need to step in and help.
This situation is common even for someone like myself who has worked in the financial industry for over 20 years. I have visibility to my parents’ financial accounts and trust documents, but we are just beginning to have conversations around holistic financial planning. We even work with the same financial professional, so we’re in a better position than most to have a family financial planning discussion.
A new Advisor Authority survey, powered by the Nationwide Retirement Institute®, uncovered some stark differences across generations in their attitudes toward family financial planning. Insights from this survey can help you prepare your clients and their families for the financial road ahead, including providing support and care to older family members and planning for the smooth transfer of family wealth.
Many families are already engaged in discussions about their financial future. But you may find, as we did in our survey, that some family members may not be as enthusiastic as others about these conversations.
More than half of surveyed investors (53%) said they’ve had conversations with family members in the past 12 months about planning for financial security in retirement. Yet, it’s more common among older investors (27% of Boomers age 62 and up) to say that these discussions are not necessary.
What could explain this reluctance among older investors? Our survey revealed some key financial planning priorities among Boomers and Gen Xers (age 46-61). For example:
While private family conversations are a good place to start, a family meeting with a financial professional at the table can accelerate a family’s ability to ensure a smooth, efficient and dignified transition. That may be easier said than done with certain families. You may encounter resistance from some clients or family members who wouldn’t welcome an outside presence in what are essentially family matters.
This is more likely among older generations; among Boomers with existing financial professional relationships, only 16% would welcome their financial professional to facilitate family financial planning discussions. However, younger generations, including 60% of Millennials (age 30-45) are open to offering you a seat at the family table for a financial planning discussion.

As a financial professional, how can you counter this resistance? First, understand that any resistance is based on emotion. While it’s hard to play down emotions when it comes to money, you can help families focus on what each person values when it comes to their accumulated wealth. With older clients, stress the importance of communicating how they want the wealth they pass along to heirs to be managed. With younger generations, help them recognize the responsibilities that inheriting family wealth brings and be ready to assume the role of financial caretakers for their aging parents.
Your role can also be more practical, making sure there’s a plan for the smooth transfer of these assets in place and communicating to all family members how this transfer will actually work.
Family dynamics can be on full display when discussions turn to finances. But as these conversations develop, you may need to help steer family members back toward the ultimate goal of financial planning—preparing for the inevitable with a specific plan to ensure continued financial security.
The worst-case scenario is when a family that doesn’t talk or plan for the future is thrown into crisis mode when an older parent passes away or becomes unable to manage their finances. Facilitating a family financial discussion before this crisis happens can help different generations come together to follow through on their loved ones’ wishes if and when the time comes to do so.
Here are some suggestions that can help you structure family financial discussions:
With trillions of dollars in wealth set to move from one generation to the next in the coming years, communication between older and younger family members has never been so important.
But these conversations don’t have to be just about wealth transfer. Older generations can help younger family members understand their wishes for their wealth and be prepared to step in with financial help when the time comes. They can also pass along wisdom and lessons learned to help their heirs plan for their own retirement.
Your position as a financial professional can help everyone get on the same page and prepare for a smooth transition of wealth in due course. By bringing family members into financial conversations, offering education around the wealth transfer process and staying present during major life events, you are far more likely to preserve trust with existing clients and maintain continuity across generations.

Senior Vice President, Strategic Customer Solutions
JJ is senior vice president of Nationwide Financial (NF) Strategic Customer Solutions. In this role, he has responsibility for the teams that accelerate results for internal and external partners across the portfolio of NF businesses.
The Harris Poll, on behalf of Nationwide, conducted an online survey in the U. S. among 528 advisors and financial professionals and 2,012 investors ages 18+ with investable assets (IA) of $10K+, January 15-February 6, 2026. Among the investors, there were 1,041 with a financial professional, 179 Gen Z (age 18-29), 605 Millennials (age 30-45), 482 Gen X (age 46-61), and 746 Baby Boomers and older (age 62+).
For complete survey methodology, including weighting variables and subgroup sample sizes, please contact VASASK@nationwide.com.
This material is not a recommendation to buy or sell a financial product or to adopt an investment strategy. Investors should discuss their specific situation with their financial professional.
Except where otherwise indicated, the views and opinions expressed are those of Nationwide as of the date noted, are subject to change at any time and may not come to pass.