Your client's plan is airtight. Their heirs can't find it.
When I Croak for financial advisors is a branded client map you gift inside a planning engagement. It records where every account, policy, and held-away asset is and who to call — never account numbers, never custody, never advice — and puts you on the family's First-48 Playbook.
You know where every account, policy, and beneficiary form lives. The spouse and the kids don't. Give every client a map of their financial life with you listed as the person to call — so the plan survives the transfer and the next generation meets you on day one.
The transfer is where relationships end.
The plan works right up until the client can't explain it. Then the family is left with statements they don't recognize, a beneficiary form nobody updated, and no idea who to call. Heirs who never met you have no reason to keep the assets where they are.
Beneficiary drift
Life insurance and retirement accounts pass by the form on file, not the plan you discussed. Old designations quietly override years of good advice.
Orphaned assets
Old 401(k)s, a policy from a prior employer, a brokerage account at another custodian. If it isn't written down somewhere the family can find, it isn't part of the plan.
The unintroduced heir
When the surviving spouse or the adult children have never spoken to you, the first professional they meet after a death becomes their advisor. The map puts your name first.
What the map does for your practice.
Custodian-agnostic, client-owned, and outside your compliance perimeter — with your name on the family's first call.
The whole picture
Clients map held-away assets, employer plans, policies, and property alongside what you manage. You get a fuller conversation; the family gets one place to look.
A reason to meet every year
The annual review prompt flags changes worth a call — a new job, a sale, a birth, a beneficiary that no longer makes sense. Your review arrives with an agenda.
The heirs meet you first
When a client passes, the family opens the First-48 Playbook. Contacting you is on it — before they meet anyone else.
Frank's advisor had done everything right. His family had never heard the man's name. The assets went somewhere else within the year.Jason Caras, Founder & CEO — built When I Croak after reconstructing a friend's financial life by hand. Author of My Rose-Colored Glasses.
One retained household pays for a decade.
The most expensive moment in an advisory relationship is the transfer. The Practice Pack costs a fraction of one household's annual fee, and it is the only thing on this page that introduces the heirs to you before they need you.
Run the pilot and seeFlexible seats for practices of every size. Start where you are. Scale as you grow.
What compliance will say — and the answers.
From first seat
to first call.
Claim your seats and brand your welcome.
Logo, colors, and a one-line welcome. Done in one business day.
Gift seats where relationships happen.
A line in a closing letter, a QR card in an aftercare packet, a link at the plan-delivery meeting.
Clients build their map.
Guided onboarding: accounts, policies, property, contacts, wishes — where things are and who to call, never account numbers. Most finish the essentials in one sitting.
The plan stays alive — and so does the relationship.
Annual reviews surface changes, and the family's first call after a loss is to you via the First-48 Playbook.
Your next three households.
Three free seats, your name on the welcome, the First-48 Playbook with you at step one. Set up in one business day.
- No card, no contract, no minimum
- Founding-cohort pricing locked if you continue
- Fee-waiver election available for regulated professionals
Start your free 3-seat pilot
Three seats for your next three clients. We set up your branded welcome in one business day.
Questions advisors ask.
Does this create a solicitor or referral-fee issue?
Is any client financial data stored?
Does it work with held-away assets and other custodians?
How do I position it with clients?
Try it on your
next three households.
Three free seats, your firm's name on the welcome, and the First-48 Playbook with you at step one. If it doesn't earn a place in your practice, you've lost nothing.
Start a free pilot or book a 20-minute demo → No card. No contract. We never contact your clients directly.