Richard CanfieldPodcast Host and IBC Advisor, Ascendant Financial · Authorized Infinite Banking Practitioner | Author of 4 Books

70% of Adults in the US don't have Wills or Trusts | Guy Remond

25 Aug 2024 · 1 min

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0:56

Speaker outlines a revised marketing strategy targeting geographic sub-areas within U.S. states by approaching local companies (example: ~400 employees) to offer discounted wills for employees. The rationale is a large unmet market—"70% of people who should have wills as adults in the US do not have wills or trusts"—and the model benefits employers, the service provider, and participating lawyers. The pivot consumed about 18 months; rollout has begun and is showing early positive signs.

Chapters

We're now going to market with this revised strategy where we we take areas within states, and we hit that area, and we go to local companies with maybe 400 employees. You know, 70% of people who should have wills as adults in the US do not have wills or trusts. So it's a big market. So we can offer discounted wills through companies. The company benefits because they're offering something that is useful and needed for their employees, and we benefit because we get that business, and the lawyers benefit because they get the business without having to do any of the marketing or any of the referring. So it's a different model, and we are rolling that one out now. So that was a really major pivot that cost us 18 months of time. But the signs are good. We're beginning to roll it out, and it's beginning to work really quite well now.