Sanctuary Wealth Partners with bQuest to Elevate Longevity and Aging-Care Services for Clients

In a strategic move that underscores the evolving responsibilities of modern financial advisors, Sanctuary Wealth has officially partnered with bQuest, a specialized technology platform focused on aging-care and longevity planning. This collaboration is designed to equip Sanctuary’s network of independent partner firms across the United States with the tools necessary to navigate the complex, often emotionally charged terrain of long-term care decisions, a critical component of financial planning that has historically fallen outside the scope of traditional portfolio management.

The partnership integrates bQuest’s structured longevity planning framework directly into the Sanctuary Wealth ecosystem. This framework is comprehensive, providing advisors with a suite of resources that begins with a client readiness assessment, moves through a vetted national network of aging-care providers, and culminates in a dedicated "Care Concierge" team. This team is tasked with handling the heavy lifting of complex care coordination, allowing advisors to facilitate important longevity conversations during regular client reviews while ensuring that when a situation warrants hands-on professional intervention, they have the infrastructure to provide it immediately.

This development highlights a significant shift in the wealth management industry. For decades, the primary focus of the advisor-client relationship was the accumulation, growth, and preservation of capital. Today, however, advisors are facing increasing pressure to address lifestyle and health-related concerns that are inextricably linked to a client’s financial security. With the population aging at an unprecedented rate, the necessity for care support is no longer a peripheral issue; it is a central pillar of comprehensive financial wellness.

The data supports the urgency of this transition. According to a Forbes Insights survey referenced in the announcement, an overwhelming 95 percent of high-net-worth individuals prioritize their health over their wealth. This statistic serves as a fundamental justification for Sanctuary’s expansion into longevity services, suggesting that firms that align their service models with the personal priorities of their clients will foster deeper, more resilient relationships. Furthermore, a separate survey conducted by PwC found that 89 percent of high-net-worth clients explicitly want their wealth advisors to provide lifestyle concierge support, including the coordination of elder care. While these figures provide a backdrop for the industry’s current direction, they underscore a clear market demand for holistic service models that transcend simple investment returns.

Robert Walter, president of Sanctuary Wealth, emphasized that the partnership is a response to a fundamental shift in the landscape of American wealth. "There is a longevity revolution going on, and it will impact every financial plan our partner firms deliver to clients," Walter said. "Longevity planning isn’t a niche service for a handful of elderly clients; it’s relevant to nearly every family we work with, so the firms that build this into how they work with clients will be the ones that will win the massive intergenerational transfer of wealth."

Walter’s perspective touches on the strategic importance of this service for wealth management firms. The "intergenerational wealth transfer" is one of the most discussed topics in the financial sector, as trillions of dollars in assets prepare to shift from the Boomer generation to their heirs. Firms are increasingly concerned about asset retention, recognizing that if they do not build strong, multi-generational relationships, they risk losing clients as wealth moves between generations. Sanctuary Wealth is positioning its partnership with bQuest as a key retention and growth strategy in this context. The firm argues that advisors who are already embedded in the delicate, often stressful decisions regarding a family’s long-term care needs are far better positioned to retain those assets when wealth passes to a surviving spouse or the next generation. By acting as a trusted partner during times of vulnerability, advisors can cement their role as indispensable family stewards.

The integration of bQuest’s services is specifically engineered to be seamless for the advisor. A common barrier to entry for many financial professionals regarding health and aging care is the concern that they are not trained medical or geriatric specialists. The risk of providing incorrect advice or taking on liability for care coordination can be a significant deterrent. Lauren Clough, CEO of bQuest, noted that the platform was designed with this constraint in mind. The goal is to allow advisors to offer high-level aging-care support without needing to become specialists themselves. By leveraging the Care Concierge team and the vetted provider network, the advisor acts as a facilitator and a point of contact, while the complex, hands-on coordination work is managed by those with the specific expertise to handle it.

This model effectively creates a "hub-and-spoke" system for client care. The advisor remains the primary point of contact for the client, maintaining the overarching relationship and the strategic financial plan. When the client encounters a challenge—such as finding appropriate in-home nursing, transitioning to an assisted living facility, or coordinating care after a health crisis—the advisor can escalate the situation to the bQuest concierge service. This prevents the advisor from being overwhelmed by administrative or medical-adjacent tasks while ensuring the client receives the high-quality, professional support they need.

The broader implications of this partnership reflect a growing recognition within the financial advisory industry that the definition of a "fiduciary" is expanding. Providing advice on how to grow a portfolio is no longer sufficient when the client’s wealth is being rapidly depleted by the rising, often unpredictable costs of long-term care. As the Boomer generation ages, the "long-term care gap"—the disparity between the care individuals will need and the resources they have planned for—is becoming a central spotlight issue. Advisors are increasingly expected to bridge this gap, helping clients identify potential care costs and integrating them into their broader financial and retirement plans.

By formalizing this support, Sanctuary Wealth is attempting to standardize a process that has historically been ad hoc. Many advisors, when faced with a client’s aging-related health crisis, have traditionally relied on their own personal networks or general online research to suggest solutions. This is inefficient, carries significant risk, and often results in fragmented care. The bQuest platform offers a more structured, repeatable, and scalable approach that can be deployed across a diverse range of partner firms, ensuring a consistent quality of service for all clients, regardless of which advisor they work with.

Furthermore, the partnership serves as a differentiator in a competitive marketplace. As the wealth management industry experiences consolidation and the rise of automated investment platforms, the value of the human advisor is increasingly found in their ability to provide high-touch, personalized service that machines cannot replicate. Navigating the logistics of elder care is an intensely human endeavor, requiring empathy, coordination, and deep personal knowledge of the client’s family situation. By leaning into this service, Sanctuary is doubling down on the "human" aspect of wealth management, signaling to both current and prospective clients that their advisors are prepared to walk with them through every phase of their life cycle, not just the periods of financial prosperity.

As the industry continues to grapple with the realities of an aging population, other firms will likely follow Sanctuary’s lead. The success of this partnership will be measured not only by the adoption rates among Sanctuary’s partner firms but also by the long-term impact on client outcomes and the ability of these firms to maintain their relevance in the face of shifting demographics. The integration of longevity planning into the advisory process marks a transition from a product-centric model to a client-centric model, where the success of a financial plan is measured by its ability to support a client’s entire life—health, legacy, and longevity included.

The partnership with bQuest represents a proactive, rather than reactive, approach to the challenges ahead. By institutionalizing support for aging-care, Sanctuary Wealth is ensuring that its advisors are not caught off guard by the inevitable health transitions their clients will face. Instead, they are equipped to act as knowledgeable guides, helping their clients navigate one of the most complex chapters of their lives with confidence and stability. This, in turn, strengthens the bond between the advisor and the family, fostering the kind of long-term loyalty that is essential for sustainable success in the modern wealth management landscape. As the financial industry continues to evolve, the ability to address the intersection of health, aging, and wealth will undoubtedly become a hallmark of the most successful and resilient advisory firms.