In my 20+ years in Financial Services, the industry has seen many changes. As a good friend once said to me, “change is mandatory; how you adapt is a choice,” and for financial professionals who are poised to adapt to trends, there is real opportunity for growth and a shift up-market. Perhaps the biggest trend in all industries right now is the advent of generative AI, but I submit to you that this brings a strong case for something that successful financial professionals already know: specialization is a key differentiator.

Why Specializations

AI and other widely accessible technologies make it easier than ever to handle many of the basic services around personal finance and investments, those services we would define as “table stakes,” creating a commoditization of the generalist approach. This is not to say that if you are a practicing generalist, you should hang it up tomorrow – but you should be aware that your clients’ needs are ever evolving, and what got you “here” (meaning, the success of your business today) will not get you “there” (your growth goals).

We know that advanced planning is becoming more of an expectation for clients. According to this MoneyTree article, advanced planning is now an expectation of a broader audience – again, the needs of working Americans evolve as their financial lives grow more complex. But the good news is that even though these innovations can be a disruptor,  they may also offer us solutions by giving us the tools needed to work with tech savvy clients and by emphasizing the importance of the human connection (Kiplinger). This is, after all, a “people” business, and it requires human-centered advice born in deep expertise. Here are a few specializations that have momentum in 2026 to set you apart from your competitors:

Estate and Legacy Planning

2026 brings a change to the exemption levels for gifting and estate planning. This provides a unique window of opportunity to restructure trusts and  gifting strategies, perform beneficiary audits, and renew focus on intergenerational wealth transfer.  Estate and legacy planning expertise is typically sought out by high-net-worth families. This offering also creates an additional upside for financial professionals who own their own practice by increasing equity value of the business by incorporating stickier relationships with multi-generational families. 

Retirement Income and Longevity Planning

I’ve been a long-time advocate of Retirement Income and Longevity Planning; I’ve seen the service and planning implementation and marketing strategies put into action in communities big and small. It works, and given rising healthcare costs, growing uncertainty around social programs, and the fact that people are living longer than ever, there’s opportunity to provide qualified guidance in how to effectively plan for retirement (which we all hope to only do once). This involves income layering, mitigating sequence of return risk, inflation-adjusted withdrawal strategies, and long-term care planning. A reminder: we’re in the Peak 65 wave, which will see 11,200 Americans turn 65 every day from 2024 through 2027.

Tax-Integrated Financial Planning

Tax efficient strategies and advice are important pieces to any suite of services but especially for the high-net-worth segment, which should include Roth conversion strategies, tax lost harvesting or tax efficient overlays, charitable and gifting strategies,1031 exchanges, and more. Thanks to the OBBBA, state and local tax (SALT) deductions have quadrupled to $40,000 from 2025 to 2029, with phase outs starting at $500,000 – which is a great opportunity to promote to high-earners.

Business Owner and Exit Planning

Remember the Peak 65 wave? How many of your top clients are small business owners who are facing retirement or looking to capitalize on their life’s work? M&A activity lulled in 2025, but stabilization of capital markets and tailwinds from the previous year should see activity picking up in 2026. Providing exit readiness, valuation planning, and tax-efficient sales structures through installment sales trusts are hot topic items for business owners who are planning an exit.

How To Implement Your Move-Up-Market Strategy

Much easier said than done, the first step to offering a specialization is to get educated in said specialty. Though not necessary (in most cases), certifications and designations are a good way to demonstrate proficiency in a subject matter. Luckily, there are an extensive number of certifications and designations available today that focus on these specializations, such as the Certified Exit Planning Advisor (CEPA) or the Certified Exit Planner (CExP) that are widely recognized in the industry.

Next, identify your ideal client who will need this specialization and focus on building a service menu for them. This should reflect pricing that is commensurate with the service and time allocation. Really spend time thinking about their critical needs and the experience you want to provide. Consider also your referral sources and the opportunities within your network – your centers of influence – as you may need to branch out and develop strong ties to experts in parallel fields.

Lastly, focus your marketing strategy on appealing to this ideal client. Comb your existing book and seek referral opportunities, especially if you have success with current or new clients. The important part about offering a service is ensuring people know you offer said service, and you should never assume your current clients are aware of your new designation. Consider hosting webinars/seminars, perhaps in collaboration with your centers of influence such as CPAs and estate attorneys, or attend/sponsor conferences your ideal client might attend. Getting the word out may seem difficult, but this sort of activity relies on momentum and consistency – you should expect a rinse/repeat cycle with constant refinement.

The future represents perhaps more change than ever before, but if you choose to adapt and have the right mindset, specialization, and strategy, you can thrive in a growing business and shift up-market. Reach out if you’d like to consult with our experts on the best specialization for you!