Starting the Long-Term Care Insurance Conversation with Clients
Few clients walk into your office ready to discuss the possibility of needing long-term care. It’s personal, often uncomfortable, and widely misunderstood. Many assume Medicare will cover it, or they push the issue aside until it becomes urgent. But as estate planning and elder law attorneys, you know waiting can be costly—financially, emotionally, and legally.
The challenge is starting the conversation in a way that feels natural and empowering, rather than overwhelming. By using stories, value-based questions, and timely touchpoints, you can guide clients to understand why making a plan now is the best path forward.
Read More: Refer LTCI Clients With Confidence Through Krause Our LTCI Referral Program
1. Personal stories make it real.
When clients hear about families who thought Medicare would cover long-term care, only to watch their savings quickly disappear, the need for planning becomes tangible. These examples remind clients that proactive decisions can prevent stress and financial hardship later.
2. Use milestones as planning opportunities.
Retirement, becoming an empty nester, or welcoming grandchildren are natural points to revisit the planning conversation. Clients already recognize these transitions as times of change, making it easier to introduce long-term care planning as part of securing their future.
3. Ask questions that get to their values.
Instead of asking if they’ve considered long-term care insurance, ask:
- “What does aging well mean to you?”
- “Where would you want care if you needed it? At home or in a facility?”
- “How much do you want your children involved in your care?”
These questions help clients articulate their goals, so you can show them how LTCI supports those values.
4. Focus on independence rather than crisis management.
When clients wait until a health event forces action, your options as their attorney become limited. The Medicaid Compliant Annuity (MCA) is a powerful tool for protecting assets in a crisis, but it is a reactive solution. Long-term care insurance, on the other hand, allows clients to plan ahead, stay in control, and avoid the financial and emotional strain of last-minute planning.
By framing LTCI as a way to maintain independence and protect their choices, you position it as a proactive alternative to relying on Medicaid strategies later.
5. Tie it into the bigger picture.
When updating estate plans, reviewing retirement accounts, or preparing healthcare directives, weave long-term care planning into the broader conversation. It’s not a separate, daunting topic. Rather, it’s another way to protect the wealth, independence, and legacy they’re already planning for.
Your Role as a Trusted Guide
Clients often resist planning for themselves but will take action when they realize it protects their loved ones. As their trusted advisor, you can reframe proactive long-term care planning as a way to spare them from financial strain, caregiving burdens, and difficult decisions later.
By helping clients consider LTCI now, you empower them to stay in control of their future. The key is empathy, timing, and positioning. This isn’t about fear—it’s about freedom, choice, and peace of mind.
With over 25 years of experience, Mary stays current on the latest products and leverages her industry knowledge to help attorneys and their clients navigate long-term care insurance.
