Ettinger Law Firm
Estate Planning With A Social Focus

For over four decades, Ettinger Law Firm has been transforming the way legal services are provided to older adults.

Led by attorney Michael Ettinger, a recognized authority in elder law, the firm safeguards seniors' rights and well-being through the pioneering concept of "elder law estate planning." This distinctive approach integrates elder law and estate planning into a cohesive strategy that protects assets and ensures long-term care, financial security and peace of mind for seniors and their families.

The firm’s hallmark is its tailored legal solutions that focus on the social side of estate planning. It goes beyond legally protecting clients to assuring they understand the social and emotional repercussions these plans can have on their heirs.

“When you get into estate planning, how you leave the estate can either bring the family together or tear it apart,” says Ettinger, president.

He emphasizes an approach designed to prevent conflicts between heirs and create a lasting legacy beyond financial distributions.

Ettinger’s style is deeply informed by his extensive expertise. He has authored several books and more than 200 articles that appeared in leading legal publications on elder law and estate planning. His commitment to creating a comfortable, judgment-free environment puts clients at ease. The trademarked estate planning process ensures that every aspect of a client’s plan is well-managed.

Guiding Families Toward Conflict-Free Futures

Typically, estate planning is a legal exercise that consists of drafting wills, creating trusts and distributing assets. This narrow focus on legalities overlooks the ripple effects the plans can create within families. For instance, leaving unequal shares of an estate without explanation can lead to resentment among heirs.

"The law should serve the social, not the other way around," says Ettinger. Ettinger Law handles estate planning as a social exercise, viewing it from the perspective of the heirs—those who will live with the consequences of these decisions. It stresses the importance of addressing potential issues during planning to preserve family harmony.

In-depth conversations guide critical decisions, such as determining who is best suited to make medical choices or handle end-of-life decisions. For example, selecting who will determine termination of life support requires careful consideration of emotional capability, proximity to the patient, understanding of the patient’s wishes and alignment with their values. Conversations ensure that the chosen decision-maker is equipped and trusted to handle the responsibility with sensitivity and clarity.

It also takes a forward-thinking approach to handling delicate matters like estranged family members. Plans are devised to allow discreet reintegration if relationships are mended.

Ettinger Law’s role is to guide clients to be thoughtful about the importance of social direction and craft plans that address the legal, social and emotional well-being of their loved ones.

A Relationship-Based Approach to Estate Planning

Its distinctive approach stands on the foundation of its ‘Lifetime Estate Planning Process.’

The process starts with building confidence. When clients first visit an estate planning lawyer, they typically feel very uncertain, due to unfamiliarity with the process, financial concerns or previous negative experiences.

Instilling confidence begins with a free consultation, during which the team explores the client’s social and financial circumstances. After, they provide tailored recommendations and thoroughly explain each step. This aligns with the firm’s philosophy: “If you don’t understand the plan, you don’t have a plan.”

As part of this process, clients receive a copy of Ettinger’s latest book, Ettinger Law Firm's Guide to Planning Your Future (2025 edition), which serves as a roadmap to sail through the complexities of elder law estate planning. They are directed to chapters relevant to their needs so they can come to understand the subject matter at their own pace.

Offering a second, free consultation, Ettinger Law breaks the norm in the industry. This session provides clients with opportunities to address questions arising from their initial consultation or reading of the book. At this stage, a personalized estate plan is drafted, with a three-page proposal outlining the details.

Clients need not sign a fee agreement or pay a retainer to move forward. Ettinger Law strongly believes that paying upfront creates an imbalance, where clients lose control over the process and are left hoping the lawyer will perform as promised. Instead, they pay once; when the estate plan is finalized and meets their expectations. They are also free to walk away at any time.

Clients can communicate freely by phone or email, without worrying about additional costs. This encourages them to reach out whenever they have questions or concerns, ensuring continuous support and guidance.

Clients also receive a complimentary review of their estate plan every three years. The opportunity to make regular adjustments eliminates outdated plans.

These practices foster a sense of trust and demonstrate the firm's commitment to building long-term, client-centered relationships. There are many cases where clients turn to the same trusted team to administer their estate. It’s relationship-based, rather than transaction-based. Knowing that the people managing their estate are already familiar with their intentions, family dynamics and financial goals provides peace of mind.

Where Client Comfort Meets Exceptional Legal Care

Ettinger Law accentuates client convenience through its 12 strategically located offices across New York State. Seniors often require more in-person interactions, so convenient access to offices is an important aspect when it comes to legal support.

State-of-the-art technology across locations creates a unified experience. The offices are thoughtfully designed to be cheerful and relaxing. Staff members are carefully selected for their warm personalities and ability to create an inviting atmosphere.

“When people are at ease and comfortable, they open up better, and you end up with a better plan,” says Ettinger.

The result is a high level of client satisfaction, reflected in a 4.9 out of 5 rating on Google from over 350 reviews.

Championing a Legacy of Trust

Ettinger’s exceptional command of the discipline has steered Ettinger Law Firm to success.

Affiliations with prestigious organizations, including the National Academy of Elder Law Attorneys and the New York State Bar Association, reflect a commitment to excellence. As a founding member of the American Academy of Estate Planning Attorneys, the American Academy of Special Needs Planning, and the American Association of Trust, Estate, and Elder Law Attorneys— where he served as past president—Ettinger has played a pivotal role in shaping the field.

Beyond his legal practice, Ettinger is committed to empowering senior clients and their families through education and advocacy. He was the contributing editor of the best-selling book, Understanding Living Trusts, published by Schumacher. He is a health and well-being expert who also shares his knowledge through a weekly radio show, where the discussion centers on issues related to elder law.

Ettinger’s focus remains on maintaining the exceptional quality of work by continuously refining processes and creating a stable and reliable environment for clients.

At the same time, he is determined to keep the firm's services accessible for generations. Unlike many elder law firms, which often remain small and dissolve with their founders, this 27-person firm stands apart with a carefully planned succession strategy. This ensures that clients and their children will continue to receive the same trusted legal services.

Ettinger envisages a future where his law firm evolves with the times, always prioritizing the social impact of estate planning while maintaining the core values that have made it a trusted name in elder law.