"It's the first tool we've had to show how long-term care can be funded."

— Lead Advisor, CFP | Midwest wealth management firm serving 150–200 family households

The Waterlily Results: Measurable Client Savings and a New Planning Capability in Under Four Months

A two-partner, planning-first wealth management firm signed up for Waterlily. Within four months, Waterlily became a standard part of how they deliver LTC planning.

These were the results:

1. 50% premium reduction for a long-time policyholder.

   • One client had been paying for inflation protection on her LTC policy for 25 years. The compounding benefit had grown so large it was nearly impossible to exhaust.

   • Waterlily's analysis made this visible for the first time. By removing the inflation rider, her annual premium was cut in half — freeing up meaningful cash flow while maintaining a policy that was already more than sufficient.

2. Data-backed decision to keep coverage for another client.

   • Another client was considering dropping her inflation protection to save money.

   • Waterlily's projections showed that she was still 10–12 years from likely care needs, and the gap between projected costs and current coverage would widen without the rider.

   • Side by side models led to her keeping protection; a decision backed by data, not intuition.

3. LTC conversations pulled earlier into the client lifecycle.

   • Clients in their 50s and early 60s (who previously wouldn't have engaged on LTC topics) are now having productive planning conversations because Waterlily gives advisors a concrete, visual reason to raise the subject.

4. A repeatable, CRM-integrated workflow built from scratch.

   • Templated client communications, permission-based opt-in, a two-meeting planning cadence, and structured follow-up steps — all built around Waterlily in under four months.

"Waterlily is allowing us to get more direct and intentional with them on specifically what their long-term care costs, personalized, are for them."

The Problem They Couldn't Solve Before

This firm serves 150–200 family households spanning three generations: pre-retirees in their 40s, 50s, and 60s; retirees drawing down assets; and older clients holding LTC policies purchased 15–25 years ago.

Long-term care planning was a persistent gap — not because they didn't care, but because they had no tool that actually worked.

• Clients showed up with random cost estimates.

  • Numbers ranged from $8,000 to $15,000 per month with no connection to their actual health, location, or care needs. There was no way to validate or personalize them.

• Traditional planning software made it worse.

  • Turning on the LTC module with realistic healthcare inflation would break every financial plan, no matter how many assets a client had.

  • The projections became unusable, do advisors stopped using them.

• Legacy policies were a black box.

  • Many clients held LTC policies with compounding inflation riders and rising premiums. But there was no reliable way to show whether a policy was still worth the cost, or whether it was time to adjust.

"We haven't found any other program that's allowed us to visually show someone, hey, your policy is okay right now, you may not need that benefit."

What They Did: Three Use Cases, One Platform

One of the firm's partners discovered Waterlily at an industry conference where Waterlily's founder and CEO was presenting.

The firm now uses Waterlily in three distinct ways:

1. Replacing Guesswork with Personalized Projections

Waterlily's intake form captures a client's health conditions, family history, location, and care preferences, then generates personalized cost projections based on over 500 million data points. Clients see what their care is estimated to cost instead of industry averages.

2. Visualizing a Complete Funding Plan

The platform maps how a client's income streams, liquid assets, home equity, and existing insurance combine to cover projected costs. For many of the firm's wealthier clients, this revealed that their current cash flow already covers most care scenarios — reframing the conversation from insurance sales to informed planning.

3. Analyzing Legacy Policies and Saving Clients Real Money

This is where Waterlily delivered the most tangible impact. A simple upload of a client's policy maps it directly to their projected long-term care plan, enabling a clear side-by-side analysis. The firm can now show — with data — whether a policy is still right-sized, over-funded, or has room to adjust.

How They Operationalized It

This wasn't a one-off experiment. The firm built a repeatable system:

1. Templated client communications — standardized language explaining the Waterlily assessment and its value

2. Permission-based opt-in — clients consent to the health and financial intake before the process begins

3. Two-meeting planning cadence — first meeting runs the assessment; second meeting reviews projections and models funding strategies

4. Structured follow-up in CRM — tasks, notes, and next steps tracked for every client who goes through the process

5. Ongoing reassessment — plans are revisited as client circumstances change

What started as an evaluation became the firm's standard LTC planning workflow in under four months.

Why This Matters for Your Practice

Most advisory firms know LTC planning is important. Few have a tool that makes it actionable.

This firm's experience shows what becomes possible when you can:

• Show clients personalized projections instead of generic cost-of-care brochures

• Analyze legacy policies and surface savings clients didn't know existed

• Pull the LTC conversation earlier into the client lifecycle — before it becomes a crisis

• Build a repeatable workflow that scales across your entire book of business

The gap in most practices isn't willingness. It's having the right tool.

"It's the first tool we've had to show how long-term care can be funded."

Ready to make long-term care a strength of your practice? This firm went from evaluating Waterlily to building their entire LTC workflow around it in under four months.

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Midwest wealth management firm · Two-partner, planning-first practice · 150–200 family households · Serves pre-retirees, retirees, and legacy policyholders across three generations · Waterlily user since October 2025.