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For much of the past several decades, investment success has been commonly measured by returns. Growth was the primary indicator that a strategy was working, and market performance often dominated financial decision-making.
That definition is changing.
After years of building wealth, priorities evolve. The focus shifts toward preserving what’s been built, maintaining flexibility as circumstances change and ensuring that today’s decisions will hold up over time.
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In that context, performance is no longer defined solely by upside potential; it’s increasingly defined by durability.
This shift is reshaping how protection fits into long-term planning. Rather than being viewed as a conservative counterweight to growth, protection is becoming an important part of how growth is sustained.
Make sure growth assets aren’t doing all the work
One of the most practical steps to improve long-term performance is to clearly define the role each major pool of assets is meant to play.
Growth-oriented assets — such as stocks, equity-based funds and other market-driven investments — are designed to take risk over time.
Other assets, such as cash, bond portfolios, annuities and insurance products, might be intended to support liquidity, income needs or future estate goals.
When these roles aren’t clearly delineated, growth assets often do too much heavy lifting. They’re expected to fund spending, provide flexibility and support legacy outcomes, all while absorbing market volatility.
Creating clearer distinctions might help reduce that strain. Assets intended for long-term growth can remain focused on growth, while assets tied to more time-sensitive or non-negotiable needs can be positioned to offer greater stability.
This approach doesn’t require abandoning growth; it requires being more intentional about where growth risk belongs.
To put it simply, it’s not just what you invest in that matters, but where those assets live. Asset location, or the vehicles used to hold investments, such as brokerage accounts, retirement accounts, annuities or insurance policies, can be just as important as asset allocation in shaping outcomes.
Create flexibility that holds up in volatile markets
Flexibility matters most during periods of market stress, when selling assets can feel particularly costly. Long-term strategies typically benefit from having at least one source that doesn’t depend on favorable market conditions.
This means identifying where access to capital would come from if circumstances changed unexpectedly. Plans that rely entirely on liquidating market-based assets can feel constrained when volatility is elevated. Incorporating components designed to behave differently can help reduce that dependency and preserve choice.
For some, this includes exploring protection-oriented solutions, such as indexed insurance policies and index-linked annuities, that are designed to limit downside exposure while still allowing for some participation in market growth.
When used appropriately, these tools aren’t meant to replace traditional investments. They’re meant to provide flexibility when markets aren’t cooperating.
Position part of the plan specifically for legacy protection
Some assets are designed to be passed on with clarity and predictability. Others can introduce complexity, timing risk or tax friction for heirs. Reviewing which assets are most likely to support a smooth transfer can materially improve estate outcomes.
This might involve favoring assets that offer defined benefits, built-in tax efficiency or simplified administration for beneficiaries. It might also involve ensuring that at least part of the legacy strategy is insulated from market timing risk, so outcomes are not overly dependent on conditions at a single point in time.
Well-designed protection strategies — such as cash-value life insurance — can play a meaningful role here by helping create transferable value that is easier for heirs to understand and use as intended.
Take inventory of protection that already exists
Before adding new elements, it’s worth taking stock of what’s already in place.
Most long-term plans evolve over time, layering in guarantees, risk-management features and growth assumptions at different stages. Individuals should review their plans every three to five years, or when a major life event occurs, and consider the inventory of protection in place and/or what needs to be added, as some of those elements might no longer align with current goals, time horizons or estate priorities.
Reviewing where protection already exists and what it’s designed to do can uncover opportunities to rebalance risk more intentionally. In many cases, the most effective changes involve refinement rather than overhaul.
The aim is not to eliminate uncertainty, but to ensure that risk is being taken where it makes sense and reduced where it does not.
A more durable definition of performance
Performance today is about more than return. It is about confidence.
- Confidence that a plan can adapt as conditions change
- Confidence that volatility doesn’t force unwanted decisions
- Confidence that wealth can support both present needs and long-term legacy intentions
Protection plays a central role in building that confidence. Not as a retreat from opportunity, but as a way to make opportunity more sustainable.
In that sense, protection is redefining what performance means in a world where flexibility, resilience and long-term outcomes matter.
Jared Nepa is SVP and head of Insurance Solutions Distribution for Lincoln Financial, where he leads national distribution for the company’s life insurance, executive benefits, and MoneyGuard® businesses. Lincoln Financial is the marketing name for Lincoln National Corporation and its affiliates, including issuing insurance company The Lincoln National Life Insurance Company, Fort Wayne, IN, and wholesaling broker-dealer, Lincoln Financial Distributors, Inc., Radnor, PA. He works closely with financial professionals to develop strategies that help address clients’ protection, retirement, and long term care planning needs. He holds FINRA Series 6, 26 and 63 designations, as well as his Pennsylvania Producers Life Accident and Health license.
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