NEFMA Spring Conference

Banks spend heavily to reach new audiences, yet one of the most effective growth drivers already exists inside their customer base: family connections. As the largest wealth transfer in history moves forward, most families still lack a will and have no clear plan for where important documents live. This gap creates stress for customers—and a missed opportunity for banks.

In this session, Billie Connally, VP of Partnerships at Paige, is joined by Carie Kelly, SVP of Digital Banking at Claremont Savings Bank, to share how legacy planning can become a practical, low-cost marketing channel. Using real bank examples, they’ll show how normalizing planning helps customers invite spouses, adult children, and trusted contacts into the banking relationship—driving qualified leads, stronger loyalty, and longer-lasting connections. Attendees will leave with clear messaging ideas and simple steps to support customers without adding strain to internal teams.