Every day, 10,000 baby boomers turn 65. It’s a staggering number, and it’s changing the face of financial advising.

For decades, advisors have helped clients build wealth and plan for retirement. But now, an entirely new challenge has emerged — helping clients live through retirement with dignity, security, and support.

This new stage of life brings tough conversations and complicated decisions around long-term care, housing, family dynamics, cognitive decline, and legacy planning. And here’s the truth: most advisors aren’t trained to handle these issues.

The Problem Most Advisors Don’t See Coming

Bob Mauterstock saw the problem clearly after retiring from his financial planning practice. In conversation after conversation with advisors across the country, one thing kept coming up — they didn’t feel prepared to guide clients through the challenges of aging.

They could manage portfolios. They could grow retirement accounts. But when it came to navigating care decisions or helping families avoid crisis, they were stuck.

That’s exactly why Plan For Life was born.

A Collaboration Fueled by Purpose

In 2017, Bob teamed up with Annalee Kruger, a senior care expert with over 25 years of hands-on experience helping families manage the realities of eldercare. Annalee had seen the emotional toll aging takes on families, and how much easier it becomes with the right planning.

Together, they created something the industry had been missing — a comprehensive, practical, and compassionate training program for financial advisors.

Introducing: The Elder Planning Specialist Program

The Elder Planning Specialist Program is a 10-module online course built to equip financial professionals with the knowledge and tools they need to guide aging clients — and their families — through some of life’s toughest transitions.

Here’s a snapshot of what the course includes:

• Medicare & Medicaid essentials

• Long-term care planning (before crisis hits)

• Communicating with adult children and caregivers

• Understanding cognitive decline and family dynamics

• Legal and financial documents every family needs

• Legacy planning and end-of-life conversations

Advisors who complete the course earn their Elder Planning Specialist (EPS) designation — a title that not only sets them apart, but makes them a more valuable, trusted resource for families.

Why This Matters More Than Ever

This isn’t just about boosting your credentials.

It’s about meeting your clients where they are — at a point in life where financial decisions aren’t just numbers on a page, but deeply emotional and often time-sensitive choices that affect the entire family.

Aging is guaranteed. But confusion, crisis, and chaos don’t have to be.

By having these conversations early, and by offering real guidance beyond just investments, advisors can become true advocates for their clients — and their clients’ loved ones.

Make a Real Difference in Your Clients’ Lives

If you’re a financial advisor who:

• Wants to offer more holistic planning,

• Cares about the long-term well-being of your clients,

• And wants to stand out in a market filled with “just numbers” advisors…

Then this program was made for you.

The Elder Planning Specialist Program gives you the training, confidence, and certification to handle the non-financial aspects of aging — areas most advisors shy away from because they simply don’t know how to help.

When you take the time to master this area of planning, your clients notice. Their families notice. And the referrals come naturally.

Hear It From the Experts

Bob Mauterstock, CFP®, ChFC, CLTC, brings over 35 years of financial planning expertise, paired with a deep commitment to education. He’s a Navy veteran, Princeton alum, and nationally recognized speaker on elder planning.

Annalee Kruger, MBA, CSW, has helped thousands of families prepare for aging through her company Care Right Inc. She’s also the author of The Invisible Patient, a certified mediator, and a national leader in caregiver advocacy.

Together, they’ve created something truly special — and desperately needed.

Ready to Get Certified?

Whether you’re a solo advisor, part of a large firm, or somewhere in between, the Elder Planning Specialist designation adds immediate value to your practice.

It gives you the edge to:

• Strengthen client relationships

• Have deeper, more impactful conversations

• Build trust with the next generation

• Offer services no one else is talking about

And it positions you as a guide not just for retirement, but for everything that comes after.