According to a recent LinkedIn post from Trust & Will, the company is drawing attention to financial planning challenges facing the so‑called “Sandwich Generation.” The post points to a discussion by an advisor panel on how to structure plans for clients simultaneously caring for aging parents and supporting growing children.
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The company’s LinkedIn post highlights engagement with a broad network of financial professionals, including multiple CFP‑designated advisors and credentialed specialists. This emphasis on advisor collaboration suggests Trust & Will may be strengthening its distribution and referral channels among financial planners serving complex multigenerational households.
For investors, the focus on the Sandwich Generation could indicate a strategic effort to address a large and growing demographic with heightened estate, caregiving, and protection needs. If translated into product features, partnerships, or advisor‑centric tools, this positioning may support higher customer acquisition and retention through advisor‑led recommendations.
The participation of numerous named advisors may also signal that the firm is investing in thought leadership as a brand and trust‑building strategy in the advisory community. Over time, deeper integration with advisors could enhance the company’s role in comprehensive financial planning workflows and potentially expand its share of wallet in the estate and legacy planning segment.