Maternal roles take many forms, from expectant mothers preparing for future expenses to single moms managing household finances independently, and grandmothers stepping in as primary caregivers for their grandchildren. Each of these roles presents distinct financial needs and decision-making dynamics.

Financial advisors must understand these differences to offer relevant and practical solutions. A one-size-fits-all approach often falls short, especially when clients need to balance the emotional and economic responsibilities of motherhood. Three MDRT members from the Philippines share how they connect with and support these maternal figures at every stage.

Expectant moms and their great expectations

Expectant moms often face overwhelming changes, including financial uncertainty. As an advisor and a mother, Irish Aloyan, a seven-year MDRT member from Cebu City, Philippines, combines expertise and empathy when working with expectant mom clients. “I always ask about their health, birth plans, and family setup, then share my story and advice as a mother of a 20-year-old. It helps build trust.”

Many expectant mothers are primarily focused on securing insurance for their babies. “The good news is that a variety of new plans are now available, including options with critical illness coverage for babies as young as 30 days old. It gives moms peace of mind, as it perfectly aligns with their goal of protecting their child.” However, this often means they overlook their coverage. She gently reminds them. “If something happens to you, who will protect your newborn?”

She recalls a case with a client who bought coverage for her baby but did not insure herself. The mother passed away six months later. “It was heartbreaking. I tell moms to look at who’s at higher risk. If you can afford to insure both, that would be great. But if not, I recommend starting with yourself.” She suggests building a small baby fund to prepare for the early years of the child’s life, especially if the client is a single mom.

Aloyan emphasizes the importance of empathy when working with pregnant moms, advising financial advisors to truly understand their clients’ unique concerns. “Even if you haven’t been pregnant, try to put yourself in their shoes. Pregnant moms are juggling emotions, health concerns, and financial uncertainty. By showing you understand their challenges and value their time, they’ll be more likely to trust your solutions for their baby’s future and security.”

Single moms face multiple uncertainties

Ma. Lourdes “Odette” Adoro, a two-year MDRT member from San Mateo, Philippines, knows firsthand the challenges single moms face. As a single mom, she once believed juggling multiple jobs was the only path to financial stability. However, when she shifted from a five-year Business Process Outsourcing (BPO) career to full-time financial advising in 2021, she discovered that working smarter, not harder, allowed her to earn more while spending valuable time with her child.

Her experience as a single mom helped her connect with and attract fellow mothers. This approach led her to close 25 accounts in a month in 2022, ultimately earning her first MDRT qualification the following year. Today, she serves around 800 clients, primarily mothers aged 25 to 45.

Adoro found that the most effective way to connect with mom clients is by aligning insurance with what matters most to them: their children’s future. “Moms always think of their kids first, not themselves. So I don’t push back. I start with what they want, like educational plans, and then gently explain how insuring themselves protects their kids, too.” Aligned with Aloyan’s approach, she taps into their emotions by asking a simple but powerful question. “As the sole provider of your child, what would your child be left with if something unfortunate happened and you weren’t financially secure?”

Adoro admits it’s no easy task to serve single moms. “Serving single moms is tough. They're not just moms. They’re the breadwinners, the caregivers, and the backbone of their families. But it’s fulfilling. When you serve them well, you’re supporting an entire family.”

Empowering grandmothers in financial caregiving

Mothers are not the only ones who carry the burden of financial caregiving. In many Filipino families, grandmothers are stepping into the role of a parent, especially for orphaned children and those left behind by overseas Filipino workers. Since many insurance products no longer cater to older demographics, financial advisors may ignore them as a market. However, Ma. Christle Samonte, a five-year MDRT member from Makati City, Philippines, recognizes this demographic’s more profound appreciation of life’s vulnerabilities makes them more receptive to getting insurance for their loved ones.

Samonte shares the story of her 66-year-old lola (grandmother) client who became the primary caregiver of her 21-year-old apo (grandchild) after the child’s mother passed away. The child was only 18 years old when her mother died, leaving her without any insurance. Determined to secure a future for her granddaughter, the lola, who is still working as a cardiologist, reached out to Samonte for guidance.

The apo was not initially a believer in insurance. Samonte introduced financial education gradually, explaining the benefits in practical terms. “It wasn’t about forcing it. It was about showing that this is how her lola shows love.” Today, the lola has secured four insurance plans for her granddaughter, driven by a desire to leave a lasting legacy. “She wanted to be remembered with love, not just money. By ensuring her apo's financial security, she protected the granddaughter and secured peace of mind for herself.”

For Samonte, this story underscores a crucial lesson for financial advisors. Caregiving takes many forms. Whether a young mother safeguarding her child's future or a grandmother planning a legacy, the most effective financial guidance recognizes and respects the emotional motivations behind these decisions. "The best kind of love is like a mother's love, always putting someone else’s well-being first. That’s the heart of financial advising, too."

Contact: MDRTeditorial@teamlewis.com

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Moms’ money matters: A guide to engage diverse maternal roles