Adviser conversations linked to higher charitable giving in wills

Professional advisers are playing a critical role in shaping clients’ decisions to include charitable gifts in their wills, according to new research from Remember A Charity.

The study shows that among individuals with a will who have discussed leaving a charitable gift with a professional adviser, 60% have gone on to include one, compared with just 20% of those who have not had such a conversation.

The findings are based on research carried out by independent agency OKO, which surveyed more than 2,000 UK charity supporters aged 40+. The study tracks long-term growth in the proportion of people choosing to include charitable gifts in wills, which rose from 14% in 2010 to 22% in the latest annual survey (November 2025).

While legacy giving is increasingly common amongst those with wills, it is younger generations, those with higher levels of assts, and those who are aware of the tax incentives who are most likely to leave a gift. 

Gifts to charity are exempt from inheritance tax (IHT) and donations of 10% or more reduce the rate of IHT from 40% to 36%.

Despite this, awareness of the IHT benefits associated with charitable giving remains relatively low – at 42%. Even among individuals with assets of £1 million or more, 30% are unaware that leaving a charitable gift in their will can reduce inheritance tax.

While tax incentives can support decision-making, they are rarely the primary motivation. Instead, individuals are typically driven by personal values and a desire to support causes they care about, after providing for family and friends.

People are writing wills earlier

The research shows that the average age of making a first will is 50, but that this is shifting over time. Generation X is most likely to write a will in their 40s, Baby Boomers in their 60s and Silent Generation in their 70s. This reflects a broader shift towards earlier financial planning, even as traditional life milestones such as home ownership, marriage and children are occurring later.

Younger will-makers are more likely to include a gift, with 35% of those aged 40–59 having done so, compared with 32% of those aged 60–69 and 30% of those aged 70+.

Over one third (35%) of those who have not yet included a charitable gift say they would consider doing so.

Professional advice and changing behaviours

Professional advisers continue to play a central role in will-writing, with 66% of those with a will using a solicitor and 18% a professional will writer. At the same time, approaches are evolving, particularly among younger clients: 28% of Gen X respondents say they would make a will online or have already done so, compared with around 10% of Boomers and Silent Generation respondents.

Demand for financial advice is also increasing. The proportion of people seeking financial advice has risen from 42% in 2021 to 53% in 2025, with younger and wealthier individuals and those supporting multiple charities most likely to seek guidance. Those aged under 55 with assets over £250,000 are the most engaged with professional wealth advice.

Wills as evolving documents

The study reinforces that wills are not static and often change over time. While 49% of respondents have never updated their will, more than half (53%) expect they will need to do so in future.

Life events such as bereavement, changes in family relationships, inheritance and retirement are key triggers for reviewing a will, creating important opportunities for advisers to revisit clients’ intentions and ensure their plans remain aligned with their wishes.

Jeremy Rix, managing director of research agency OKO, commented: “People like to feel like that they’re exerting some control in uncertain times by planning ahead. Given an easier process and a wider range of options available, making a will is one practical way they can do this.”

Lucinda Frostick, director of Remember A Charity, added: “Professional advisers play a vital role in helping clients navigate complex decisions around their estates and finances. This research highlights just how influential those conversations can be, particularly when it comes to charitable giving.”