How Long-Term Care Planning Sets Advisers Apart

• January 5, 2026

By Don Connelly

Most advisers take pride in guiding clients toward a secure retirement. They analyze portfolios, forecast income streams, and run the numbers on longevity and inflation. Yet one area remains dangerously overlooked: The potential cost of long-term care.

It’s the retirement risk few want to discuss, but no one can afford to ignore.

According to the Office of the Assistant Secretary for Planning and Evaluation (ASPE) at the U.S. Department of Health and Human Services, roughly 70% of Americans turning 65 will need some form of LTC during their lives.

Globally, the LTC market is projected to grow from $1.2 trillion in 2024 to $2.1 trillion by 2034. In the U.S., the market already exceeds $470 billion annually and is expected to reach nearly $800 billion by the end of the decade.

These numbers represent millions of families whose savings, independence and dignity may be on the line.

Despite these realities, only a small fraction of advisers proactively integrate LTC planning into their client strategies. Why? Because it’s emotionally uncomfortable, complex and easy to postpone. Talking about investment returns is far more pleasant than discussing who will provide care when the nest egg runs dry.

The irony is that the very advisers who shy away from the topic are leaving an enormous hole in their value proposition and an open lane for competitors who are willing to have the hard conversations. In a commoditized marketplace, LTC planning is one of the few differentiators left that is both emotionally charged and financially critical. It is a huge opportunity hiding in plain sight.

Addressing LTC doesn’t mean selling a policy. It means guiding clients through a conversation they’ve likely never had before. It means reframing the discussion from fear and avoidance to control and preparedness.

The adviser who can calmly say, “Let’s talk about how you want to live, not just how long you’ll live,” will immediately stand apart. That conversation transforms the relationship from transactional to transformational.

Every retirement plan you build is a promise to protect your clients’ lifestyle, and LTC costs are the single greatest threat to that promise. Integrating LTC solutions, whether through traditional insurance, hybrid products or strategic asset reallocation, turns that promise into something real and resilient.

Ultimately, this is about purpose. Advisers who help clients face LTC decisions head-on aren’t just managing money, they’re preserving family legacies and peace of mind.

Don Connelly is a speaker, motivator and educator for financial professionals, with more than 50 years in the business in various positions.