Baby boomers tend to be conflicted about end-of-life issues, especially ones that affect their choices. To many boomers, buying long-term care insurance may seem like accepting a sentence of 10 years to life in a nursing home.

When this coverage is appropriate, you might use the less emotionally charged term of “asset protection” to introduce it. If clients still feel anxious about contemplating their own or a parent’s fragility, you may be able to calm them with stories of others who have faced this challenge and come through with flying colors. By tackling this difficult issue, you can help resolve one of your boomer clients’ deepest concerns.