Financial Advisers Now Support Caregiving for One in Four Americans

Financial advisers now address caregiving for nearly one in four Americans.

Financial advisers have significantly broadened their roles from transactional investment services to comprehensive life management support. This structural shift reflects deeper integration of financial planning with caregiving, health, and personal decision-making.

Brian Leitner of Mariner explained that over the past 25 years, financial advising evolved from focusing mainly on investments and insurance to encompassing tax minimization, estate planning, budgeting, and caregiving guidance. Mariner recently partnered with Cariloop, a caregiving support platform, to help clients and employees manage caregiving challenges. Marty Bicknell, Mariner’s CEO, emphasized that advisers now show up for clients during critical life moments, acting as friends and confidants beyond traditional roles. With over 63 million Americans serving as caregivers—many supporting both parents and children—this expanded service addresses a growing and complex client need.

Mariner’s partnership with Cariloop remains ongoing as advisers continue to adapt to evolving client demands.

This expanded advisory model could resonate in Montana’s business environment, where multigenerational caregiving and rural healthcare access might increase demand for holistic financial support. Montana advisers may find that integrating caregiving guidance into their services aligns well with local family dynamics and broadens client relationships in meaningful ways.

Your financial advisers give support on more than just money.
By Medora Lee, USA TODAY