I recently sent an email to clients and prospects with the subject line “Saturday Morning Musings — Who’s making the call if you can’t?”
It’s not the kind of email designed to generate clicks through flashy headlines or clever subject lines. In fact, it asked readers to consider something most of us avoid: What happens if you can’t speak for yourself?
In the email, I briefly explained two essential documents: the Power of Attorney (POA) and Healthcare Directive. As advisors, we understand the power of these two important documents. But, that’s not always the case for our clients.
Why This Topic—and why a Saturday Morning?
As a financial advisor, I work primarily with affluent couples in their 50s and 60s, many of whom are transitioning from accumulating wealth to figuring out how to use it wisely in retirement. That often includes complex conversations about tax strategy, investments, and estate planning.
But every now and then, I like to zoom out and offer a reminder about the foundational elements of a good plan. Powers of Attorney and Healthcare Directives may not seem urgent when life is going smoothly—but when something unexpected happens, not having them in place can create real emotional and financial strain.
I started the “Saturday Morning Musings” series as a way to reach clients in a more personal, reflective way. My goal isn’t to sell or scare — it’s to create space for thoughtful conversations. I find Saturdays offer a unique window. People are home, the inbox is a little less flooded, and there’s a bit more mental bandwidth for the “what if” questions that don’t always fit into the Monday-through-Friday grind.
Stories That Stick with You
While I didn’t include specific client stories in the email, the reason I felt so compelled to write it came from conversations I’ve had over the years. I’ve seen clients scramble to get documents in place after life has thrown them a curveball
For instance, I’ve seen the profound challenges faced by clients who received a sudden cancer diagnosis, only to realize their estate plans were incomplete. Alongside the emotional weight of such news, they were burdened with the additional stress of organizing their affairs during an already difficult time. Moments like these underscore the importance of proactive planning, so families can focus on supporting one another when it matters most.
I’ve seen adult children get stuck in red tape while trying to do the right thing for a parent. Without the proper documents in place, it can be unclear who is responsible for making critical decisions when it matters most.
I’ve also witnessed the profound comfort that comes from having one’s affairs in order. One client, who passed away after battling Alzheimer’s disease, left a lasting impression on me. While their loved ones endured the heartbreak of the illness, they could lean on the reassurance that the financial and legal aspects were already taken care of. This allowed them to fully focus on providing emotional support and care, without the weight of additional stress during an already challenging time.
A Broader Strategy for Connection
My Saturday emails aren’t just about estate planning. I’ve written about Roth conversions, tax brackets, portfolio risk, and even life lessons from youth sports – I’m the dad of an 11- and 9-year-old. The goal is always the same: deliver useful content in a warm, accessible tone that makes clients and prospects feel like I’m in their corner—even when we’re not in a formal meeting.
As a solo advisor, consistent communication is one of my most valuable tools. It keeps me top of mind, builds trust over time, and reminds people that financial planning isn’t just about dollars—it’s about life.
The response to the “Who’s Making the Call” email? It was higher than my usual engagement. My open rate is usually strong (typically around 35%). But this one created more conversations than most. Some clients shared that they had updated their documents recently, another reached out admitting they hadn’t thought about it in years. A couple mentioned that they forwarded my email to a family member.
That’s the kind of engagement that reminds me why I do this work — and why I’ll keep hitting send on Saturday mornings.
Jeff Mahoney, CFP, RICP, is the founder and president of inFORM Financial Planning. Based in Minnesota, Jeff has been a financial advisor since 2007.
