The LGBTQ+ community in the U.S. represents a growing economic force, with an estimated $1.4 trillion in annual purchasing power, making it one of the most financially influential demographics in the country. Despite this strength, many LGBTQ+ individuals remain underserved in financial services. For advisors, this presents a responsibility and an opportunity: to build trust with a community that has historically been excluded.
I have made it my life’s work to serve the LGBTQ+ community through my practice, Family Wealth Management Group, in Dahlonega, Ga. I am a nationally recognized advocate, author and speaker on the unique financial needs of LGBTQ+ individuals and families, and my focus is on how advisors can bridge the gap in this underserved and opportunity-rich client demographic.
Generational Wealth Perspectives Are Not “One-Size-Fits-All”
LGBTQ+ individuals approach money and planning differently depending on their generational experience.
The Silent Generation lived most of their lives in secrecy, and many still don’t feel comfortable putting both partners on an account or discussing their finances publicly.
By contrast, Generation X and baby boomers—the “Pride Generation,” came of age during decades of activism. While more likely to be open about their identity, many have also faced discrimination in housing, employment or healthcare, impacting how they plan for retirement, especially with higher medical expenses or estranged family dynamics.
Meanwhile, younger LGBTQ+ millennials and Generation Z clients are digitally fluent and value-driven. They’re looking for advisors who understand nontraditional family structures, ESG investing and financial planning that aligns with their identity.
Legacy Means Something Different for Many LGBTQ+ Clients
Many LBGTQ+ individuals do not have children and often have close bonds with their chosen family instead of biological relatives, shifting how they view legacy planning.
Many of my clients want to leave a “legacy of love.” They want their wealth to support the communities and causes they care about, not necessarily to pass down to children.
This creates unique estate planning needs: trusts, charitable giving strategies and protections for long-term partners who may not have legal family status. Advisors who understand this nuance can be instrumental in crafting legacies that reflect the client’s full identity, not just their financial one.
Underserved and Underestimated
Despite the LGBTQ+ community’s growing visibility and financial power, it still remains broadly underserved. Many of my clients come to me after negative or dismissive experiences with other advisors.
There’s a real trust deficit that exists for LGBTQ+ clients. When LGBTQ+ clients find someone who truly sees and understands them, they become incredibly loyal. That’s not just a relationship win; it’s a business opportunity.
This loyalty often extends beyond the individual client. When LGBTQ+ clients feel supported and understood, they are more likely to refer friends, family and community members to advisors who have earned their trust. Word-of-mouth can be a powerful driver for expanding an advisor’s client base within the LGBTQ+ community.
With higher discretionary income and a desire for long-term partnership, LGBTQ+ clients represent significant potential in AUM and referrals. To earn their trust, advisors must go beyond generic outreach and take time to understand what truly matters—whether it’s legacy planning, chosen family dynamics or aligning finances with personal values. Demonstrating cultural awareness, emotional intelligence and a commitment to personalized service is what sets great advisors apart in this space.
How Advisors Everywhere Can Do Better
My advice for financial professionals:
Educate yourself. Understand the unique planning needs of LGBTQ+ clients, especially around topics like legacy, healthcare and chosen family.
Know the client. Normalize asking about pronouns with younger generations or LGBTQ+ millennials, and avoid assumptions about family structures.
Create a safe space. Clients should feel free to bring their full selves into the planning conversation.
Build trust before talking assets. Many LGBTQ+ clients have experienced bias or exclusion in professional settings.
It’s important to recognize that trust is earned. While many practices are still growing in this space, more and more advisors are choosing to lead with empathy and inclusion. As advisors, there’s no better time than the present to make a commitment to fostering a network where every advisor and client feels empowered to build a financial life that reflects who they are.