The M.O.O.D of America

More Than Ever, Clients Seek Wealth Protection

A pronounced need for goal-based planning

RADNOR, PA, – Sept. 23, 2014 – A Lincoln Financial Group study reveals that the majority of
Americans (58 percent) say that protecting their wealth is more important today than it was five years
ago, which emphasizes Lincoln’s view of the need for financial advisors to take a comprehensive, goalbased approach to planning for their clients. This perspective on protecting wealth was revealed in the latest Measuring Optimism, Outlook and Direction (M.O.O.D.) of America Survey recently  released.

“Americans are more aware today of the need to protect their wealth,” said Will Fuller, president of
Lincoln Financial Group Distribution. “Financial professionals play a critical role in educating clients on
different options and approaches to achieve the outcomes they want. At Lincoln, we’re focused on
delivering wealth protection expertise that will support advisors as they deliver goals-based advice to
meet their clients’ needs.”

Lincoln has developed a comprehensive approach to providing advisors with the expertise, tools and
wide range of solutions they need to broaden their conversations with clients during the financial
planning process, and to address concerns related to wealth protection. Proactively addressing these
concerns will help advisors develop stronger client relationships and potentially manage a larger share of their clients’ wealth, while clients will benefit from a broader set of solutions that can help them take
charge of their financial futures.

The Lincoln Wealth Protection Expertise approach was developed after examining extensive research,
including the latest M.O.O.D. of America survey, which found that only 15 percent of respondents
currently feel “very prepared” to protect their wealth. However, Americans who work with a financial
professional were 12-15 points more likely to say that it is important to protect their wealth against
healthcare costs and inflation, to minimize the impact of taxes, and to mitigate the impact of market
volatility – challenges that advisors can help their clients address through comprehensive financial

“The results of this survey demonstrate that clients’ most pressing financial challenges and opportunities
are changing,” explains Rich Aneser, Chief Marketing Officer of Lincoln Financial Group Distribution.
“For advisors, this highlights an opportunity to offer their clients a new approach to advice – one that is
focused not only on accumulating wealth, but also on protecting assets and helping secure outcomes.”
For more information about Lincoln Wealth Protection Expertise, visit

For advisors, this highlights an opportunity to offer their clients a new approach to advice – one that is focused not only on accumulating wealth, but also on protecting assets and helping secure outcomes


About the M.O.O.D. of America Survey
Lincoln Financial’s 2014 M.O.O.D. of America Survey is the third in a series where the company has
polled Americans on various topics, including financial attitudes and behaviors. Results for the current
M.O.O.D. of America Survey are based on online research conducted by Whitman Insight Strategies
(WINS), on behalf of Lincoln Financial Group. The research was conducted in late March 2014, among
2,352 adults 18 years of age and older across the United States.
The margin of error is +/- 1.9% at the 95% confidence interval for the entire sample. The sample was
weighted by gender, age, region, race and ethnicity. Demographic weighting targets are based on the
2010 U.S. Census figures for adults 18 years of age and older.

About Lincoln Financial Distributors
Lincoln Financial Distributors, Inc. (LFD), the wholesale distribution business of Lincoln Financial Group (LFG), provides expertise and access to a range of solutions that help advisors protect wealth and deliver outcomes for their clients. Lincoln’s broad portfolio includes innovative annuity, life insurance and retirement solutions that focus on addressing issues related to taxes, healthcare, longevity, inflation and market volatility. LFD comprises seasoned financial professionals who distribute Lincoln products through licensed insurance agents, registered broker-dealers, and other financial services intermediaries. Affiliates are separately responsible for their own financial and contractual obligations.
About Lincoln Financial Group
Lincoln Financial Group provides advice and solutions that help empower Americans to take charge of their financial lives with confidence and optimism. Today, more than 17 million customers trust our retirement, insurance and wealth protection expertise to help address their lifestyle, savings and income goals, as well as to guard against long-term care expenses. Headquartered in Radnor, Pennsylvania, Lincoln Financial Group is the marketing name for Lincoln National Corporation (NYSE:LNC) and its affiliates. The company had $216 billion in assets under management as of June 30, 2014. Learn more