Death and taxes may be life's only certainties, but financial advisors have long focused on the latter while skirting the former. A new survey from life insurance brokerage Choice Mutual, polling 1,516 Americans, underscores a significant disconnect: while 80% of respondents say funerals and burials are too expensive, only 36% have a life insurance or final expense policy to cover those costs. The average funeral in 2026 is projected at nearly $10,000, with cremation averaging about $7,000, according to the firm's research.
This gap is particularly troubling given that nearly one in five respondents said their family would simply "figure it out"—a response that often translates into debt. For advisors, the findings suggest a tangible opportunity to integrate end-of-life cost planning into broader retirement and estate conversations, moving beyond traditional estate planning to address immediate, often overlooked expenses.
Cultural Comfort vs. Financial Preparedness
The survey reveals a growing cultural openness to discussing death. Fifty-seven percent of Americans believe people are becoming more comfortable talking about end-of-life preferences, and half say they personally feel more at ease than in recent years. Gen Xers lead the way, with 43% expressing comfort discussing their own mortality. Yet this comfort hasn't translated into financial action. While one in three have had serious conversations about funeral preferences, and a similar share have discussed organ donation, far fewer have concrete plans. About one in four intend to use personal savings, but a significant portion have made no arrangements at all.
Alternative Burials Gain Traction
Cost is reshaping burial preferences. Eighty percent would consider an alternative to traditional funerals if significantly cheaper, and 73% cite environmental benefits as a motivator. Natural organic reduction—human composting—is the top alternative, chosen by 21%, followed by green burial (20%) and tree pod burial (18%). Cremation remains the most common preference, at 48% in 2026, the highest since the survey began. Of those, nearly two in five want ashes scattered in a meaningful location, while about one in five prefer a memorial tree.
This shift toward eco-friendly options intersects with values-based planning. Advisors working with clients on sustainable investment strategies may find that those who prioritize environmental values in portfolios hold similar preferences for their remains, opening a door to broader end-of-life discussions.
Digital Legacy and Grief Tech
Interest in digital legacy tools is surging. Fifty-eight percent of Americans want loved ones to create a digital time capsule with photos, videos, and messages before death, up sharply from 39% in 2025. Seventy-two percent say it's important for future generations to access such records. However, grief technology remains polarizing: while 24% would consider a virtual reality experience recreating memories, 79% describe such tools as "creepy." Hologram projections (20%) and voice cloning (18%) see some openness, but AI-generated messages remain widely unpopular.
Implications for Advisors
The survey reinforces a recurring theme: Americans are underprepared for the financial reality of dying. For advisors, weaving final expense coverage, estate liquidity, and digital asset considerations into retirement income plans is no longer an edge case. As client optimism rebounds despite inflation, addressing these costs can differentiate advice. Moreover, with workplace financial stress persisting, proactive planning is vital.
Advisors should also consider the broader economic context. Consumers are prioritizing financial protection over growth, and many hold cash in low-yield accounts, suggesting a need for more efficient allocation. By addressing end-of-life costs, advisors can help clients avoid debt and align their final wishes with their financial reality.
