In recent years, we’ve seen subtle shifts in the marketing topics that consistently drive leads for independent financial advisors.
While long-time topics like Social Security timing and Estate Planning continue to drive engagement, the five emerging topics below are particularly effective in 2026.
These topics connect today’s economic and legislative environment to concrete actions a saver can take with the help of an advisor like you.
How many are you leveraging in your marketing approach? Read on to help drive your lead gen in 2026 and beyond.
Marketing Topic #1: Midterm Elections
Once again, all eyes are on Washington. The leadership of both the House and Senate will be determined in November during the midterm elections. While the election outcome won’t likely have an immediate effect on tax and retirement policy, it will still be an important year to focus on addressing legislative risk for your clients. A great place to start? Download this free white paper on how to protect your client’s retirement assets from legislative changes.
Marketing Topic #2: A Better Approach for Legacy Funds in Your Client’s IRA
Let’s face it: Many of our clients have dual plans for their IRA funds: use those funds for income, and then leave whatever’s left to their heirs. But as many top independent advisors know, IRAs are a tax-heavy way to leave a legacy. 2026 can be the year you help your clients with a better (tax-free) approach.
Tax-free life insurance has long been used in the legacy planning process, but often as a stand-alone strategy. Today, many advisors are positioning it as an extension of the Roth conversion conversation for excess (legacy) IRA funds.
Last year, Stonewood released our Legacy Done Right software to make this analysis easy for advisors. The report compares the after-tax legacy of a client’s IRA to a Roth IRA, life insurance policy, or blend of the two. See how it works and request a sample here – > https://www.stonewoodfinancial.com/software/legacy-done-right/
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8 Ways to Turn a Book Into a Lead-Generation Machine
Download 8 Ways to Drive Leads with Books and discover how advisors can use books to warm up cold prospects, create more meaningful follow-up, boost event conversions, and open stronger retirement planning conversations
Marketing Topic #3: Add Value to Your Client’s Reading List
Looking for a powerful way to help your clients use today’s lower tax-rate environment to plan for what’s ahead? My partner Neil and I have written a new book, The Road Less Taxed. It’s a simple, entertaining way to help your clients understand how to protect themselves from risks from Washington.
Advisors are leveraging consumer books at seminars, through email campaigns, on social media and YouTube, and more. If you’re not marketing with books, you may be missing out on high-quality lead nurture and client value. CHeck out my guide on 8 Ways to Market with Books here.
And if you’re looking for a great tax book to market, learn more about The Road Less Taxed and request a free copy of the book here → https://www.stonewoodfinancial.com/books/
Marketing Topic #4: IRMAA
What’s one of the most overlooked factors in your clients’ retirement planning? IRMAA, the Medicare surcharge some higher-income savers pay. In 2026, we’ll need to continue educating savers on how IRMAA could impact their retirement income – and what they can do about it. I put together this free IRMAA primer if you need some expert insights.
IRMAA has been a winning topic at seminars, webinars, and other live events. Most savers have never heard of IRMAA until they’re hit with it in retirement, and audiences are extremely responsive to advisors who take them through the basics – and show them strategies to minimize IRMAA.
If you asked me to name the #1 marketing topics advisors are under-utilizing in 2026, I’d tell you it’s IRMAA. IRMAA can open the door to powerful conversations on income planning, tax mitigation, and legacies reallocation. Don’t sleep on it.
Marketing Topic #5: OBBBA & Social Security
Our clients just filed taxes for the first time under the new tax rules passed in OBBBA. One of the most confusing provisions in the bill still seems to be the new tax deduction for seniors age 65-plus (intended to offset the taxes they pay on Social Security benefits). We’ll need to keep educating clients on this new deduction – here’s a free white paper you can download to help.
The OBBBA tax changes are a great topic for radio shows, podcasts, webinars, YouTube videos and anywhere else you’re aiming to educate and engage savers around timely topics that matter to them.
And if you’re looking for a powerful CTA on taxes, check out Stonewood’s Retirement Tax Bill lead generator. This customizable landing page and calculator lets your prospects evaluate the total potential taxes they could pay in retirement – and how much they can save by working with you.
Looking for marketing content directly leads to client conversations and analysis?
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