There are plenty of topics advisors and clients classify as “glamorous,” “interesting” or even “sexy. ” Social Security isn’t one, but that doesn’t diminish its importance.

For advisors looking for a kitchen table-type issue through which to add value for clients, Social Security is it. At least for pre-retirees and clients already in that camp. Social Security is often a personal issue because over their working lives, clients paid into the system. Understandably, they have questions about those benefits and the health of the system.

Related inquiries are likely to rise at a time when legislation like the recent One Big Beautiful Bill Act could alter the system and because clients are increasingly consuming media content discussing the often small number of years in which Social Security can remain solvent.

The latter point is especially pertinent because it segues into knowledge gaps and misconceptions held by clients – issues that can and should be resolved with the assistance of an advisor.

Advisors Vital in Social Security Equation

The 12th edition of the Nationwide Retirement Institute's® Social Security Survey confirms the importance of advisors when it comes to Social Security and for advisors doubting that Social Security is credible value-add, alter that thinking sooner than later. Here’s why that should happen.

“80% are interested in learning how to maximize their Social Security benefits,” according to Nationwide. “71% are interested in learning how to manage benefits alongside other income sources throughout retirement. ”

Some advisors may struggle about where to start discussing Social Security with clients, but don’t worry because that’s easy fix. Many want to know how they can put off taking benefits so they can “max out. ” This is an incredibly important conversation because the maximum monthly benefit for someone reaching full retirement age in 2025 is $4,018, or more than double the January 2025 average monthly benefit of $1,976.

“69% are interested in discussing with a financial professional how to use different income streams in order to delay filing for Social Security until they reach full retirement age,” adds Nationwide.

Social Security Demand Is There

Advisors shouldn’t doubt clients’ focus on Social Security. After all, they paid into the system and they’re paying you for advice. That’s not entitlement. Those are facts confirmed by the point that nearly eight in 10 advised clients queried by Nationwide said they plan to ask those professionals Social Security questions in the months ahead.

“Social Security is often the starting point for broader retirement income discussions. Use it to demonstrate your comprehensive planning approach and help clients understand how your guidance can lead to more confident decisions, fewer surprises, and a retirement income strategy they can feel good about,” concludes Nationwide.

Bottom line: with the right amount of education and preparation, Social Security can be asset for advisors, not a burden.