Family mission statements are going mainstream, and the Wall Street Journal is covering it. Whitney Webb of Cresset joins Alex Kirby to explain why this matters for wealth advisors working with multigenerational families and how documented family values make both family governance more durable and advisors more indispensable to the process.

Since the Wall Street Journal is writing about Family Mission Statements, it’s only a matter of time before your clients start asking about them. For advisors, that means now is the time to get out ahead of the trend—and find your footing on what these conversations are really about.

In this episode, Whitney Webb, Managing Director at Cresset and a leading expert in legacy planning, joins Alex Kirby to unpack what’s driving this growing interest in purpose and alignment among ultra-high-net-worth families. 

Drawing on more than a decade of experience helping families prepare for the responsibilities and challenges of wealth transfer, Whitney shares why lasting harmony doesn’t begin with a mission statement—it begins with honest, intentional conversations about what matters most, where families thrive, where they struggle, and how every voice can be heard.

Whether you advise $30M or $3B families, this episode helps you stay ahead of the curve as wealth planning evolves from managing money to fostering meaning.

What You’ll Learn in This Episode:

 • Why values—not mission statements—are the true foundation of family legacy
 • How advisors can help families slow down, listen deeply, and include every generation
 • The four priorities UHNW families must force-rank to avoid conflict and sustain harmony
 • Why “the process is the point” in family planning and communication
 • How authenticity, vulnerability, and curiosity build trust across generations
 • Why today’s advisors are evolving into educators, facilitators, and mentors

Notable Quotes from Whitney Webb: 

“As wealth grows so rapidly, families are asking deeper questions: What does it all mean? How much is enough? What truly brings fulfillment?”

“You can write a charter or mission statement in a day—but if people don’t see their voices in it, it won’t last.”

“Authenticity and vulnerability are in. Overconfidence is out.”

Article Referenced in This Episode:

Wall Street Journal: Wealthy Families Are Writing Mission Statements to Avoid Fights, Lost Fortunes
https://www.wsj.com/finance/investing/wealthy-family-mission-statements-e08faabd?st=vG2NiP&reflink=desktopwebshare_permalink

Connect with Whitney Webb:

Email: [email protected]

Profile: https://cressetcapital.com/about/team/whitney-webb/

Send us feedback

Stay Connected with Visionary Advisor
We believe wealth is well-being. Subscribe to the Visionary Advisor Newsletter for practical tools and ideas to serve families across generations.
Explore more at totalfamily.io | Follow us on LinkedIn |  Watch episode clips on YouTube

How do HNW families decide between a multifamily office and a wealth advisor? Rachel Hyman of Family Wealth Alliance brings clear, research-backed perspective on where the line is, what services families actually value, and how independent wealth advisors can compete for and retain the most complex multigenerational client relationships.

The term “multifamily office” gets used by nearly every wealth firm today, but few can define it clearly—and even fewer deliver what ultra-high-net-worth families truly need.

In this episode, Rachel Hyman, President of Family Wealth Alliance, joins Alex Kirby to bring structure and insight to an increasingly crowded and confusing space. Drawing on FWA’s Voice of the Client Survey, developed with Bain & Company, Rachel shares how elite firms deliver not just functional value, but emotional connection, reduced anxiety, and generational stickiness.

You’ll learn how the best MFOs think about complexity, family dynamics, client expectations, and how to benchmark your own firm using both the Elements of Value and FWA’s 10 multifamily office service areas. Whether you serve $30M or $300M families, this conversation will help you clarify your positioning—and elevate your client experience.

This is a must-listen for advisors looking to deepen relationships, differentiate in the UHNW space, and build a multigenerational practice rooted in purpose and trust.

What You’ll Learn in This Episode:

• The four-part framework that defines a true multifamily office
 • What over 3,000 UHNW clients say they really value in an advisor
 • Why emotional connection and anxiety reduction matter more than performance
 • How “heirloom,” “hope,” and “self-transcendence” show up in wealth advising
 • The 10 service areas that define MFO integration and complexity
 • Why fees ranked near the bottom in importance for ultra-wealthy clients
 • How firms are using this data to improve retention, loyalty, and relevance

 Notable Quotes from Rachel Hyman: 

 “The best firms today are not just managing money. They’re managing complexity.”

 “Reducing client anxiety is the single biggest differentiator in this space.”

 “Emotional value is where you create stickiness. That’s how you build a 50-year relationship.” 

Explore More from Family Wealth Alliance:

 Voice of the Client Survey Toolkit → https://www.familywealthalliance.com/cpages/clientsurveytoolkit

 MFO Standards PDF → https://mcusercontent.com/c242860553fd2c0fef2abbca3/files/357fb0c3-1295-9fc2-4aae-1896ab1f6516/MFO_Standards_Dec_2024_1.pdf

Send us feedback

Stay Connected with Visionary Advisor
We believe wealth is well-being. Subscribe to the Visionary Advisor Newsletter for practical tools and ideas to serve families across generations.
Explore more at totalfamily.io | Follow us on LinkedIn |  Watch episode clips on YouTube

Capgemini's global wealth data shows the great wealth transfer is accelerating faster than most advisors realize. P.V. Narayan joins Alex Kirby to share what the numbers reveal about rising gen expectations, advisor retention risk, and the window of opportunity that exists right now for advisors who lead with family wealth strategy rather than portfolio management alone.

Over the next two decades, $83.5 trillion in wealth will shift to a new generation—yet 81% of next-gen high-net-worth individuals plan to switch advisors shortly after inheriting. That should be a wake-up call.

In this episode, P.V. Narayan, Head of Banking for the Americas at Capgemini, joins Alex Kirby to discuss the firm’s latest World Wealth Report and what it means for the future of advisory relationships.

P.V. outlines why this moment is different from past warnings about wealth transfer—and how firms can position themselves to retain assets, remain relevant, and recruit top talent. Together, they explore the mindsets of rising-gen investors, the digital fluency gap in advisory firms, and the skillset shift advisors must make to thrive in an AI-first era.

This conversation is a must-listen for advisors who want to stay ahead of the curve, meet the expectations of younger clients, and build a multigenerational practice that lasts.

What You’ll Learn in This Episode:

• Why the $83.5 trillion wealth transfer is finally triggering real change
• What next-gen clients want—and why they’re ready to walk
• The hidden cost of failing to build relationships with heirs and spouses
• Why digital fluency is now a baseline expectation
• How to compete nationally and internationally in a post-geographic advisory world
• What firms must do to attract and retain rising advisor talent
• Why the human element still matters more than ever

Notable Quotes from P.V. Narayan:

“It’s not a matter of if the transfer happens. It’s when. The firms who prepare now will be the ones who thrive.”

“This generation of clients is AI-first. They expect tools, access, and insights—not just advice.”

“Advisors don’t just need new products. They need a new posture—one that says: I understand who you are and what you want.”

Explore the Capgemini 2025 World Wealth Report: https://www.capgemini.com/wp-content/uploads/2025/06/WWR_2025.pdf

More from Capgemini: https://www.capgemini.com/us-en/insights/

Send us feedback

Stay Connected with Visionary Advisor
We believe wealth is well-being. Subscribe to the Visionary Advisor Newsletter for practical tools and ideas to serve families across generations.
Explore more at totalfamily.io | Follow us on LinkedIn |  Watch episode clips on YouTube

Ultra-high-net-worth clients carry emotional weight their advisors rarely see. Ken Haman of the AB Advisor Institute has spent years researching the psychological dimensions of wealth and joins Alex Kirby to translate that research into practical guidance. Advisors who understand the emotional journey of HNW clients build deeper relationships, have harder conversations, and keep families across generations.

Ultra-high-net-worth (UHNW) clients are not just managing assets — they’re navigating identity shifts, power transitions, and emotional complexity that challenge even the most seasoned advisors.

In this episode, Ken Haman, Managing Director of the AllianceBernstein Advisor Institute (AB AI), shares insights from his white paper, The Emotional Journey of the Ultra-High-Net-Worth Client. He explores the psychological and emotional transitions that shape a client’s evolution — from wealth builder to legacy steward.

Ken explains why many advisors lose relevance during moments of change — especially when a client’s most important question becomes: “What am I missing?” He challenges advisors to see these transitions not as threats, but as opportunities to shift from simply providing answers to truly offering insight.

For advisors looking to elevate their value, deepen trust, and guide clients through complexity, this conversation delivers a powerful framework to rethink how you serve.

What You’ll Learn in This Episode

• Why planning and performance alone aren’t enough to retain UHNW clients
• The moments when clients feel emotionally unanchored—and what they need from you
• How to shift your role from technician to guide during liquidity events and life transitions
• The critical difference between offering insight and offering advice
• What to listen for when clients talk about uncertainty, control, and the future

Notable Quotes from Ken Haman

• “The job to be done is always tied to the client’s point of need.”
• “Portfolios will be built by machines. Advisors need to focus on what the machines can’t do.”
• “Your business model should reflect who you want to serve—not just what you want to sell.”

Learn More from Ken Haman

To explore more of Ken’s thinking, subscribe to his podcast: Secrets of Successful Advisors.
Visit the AB Advisor Institute to access more tools, articles, and frameworks.
Read the full white paper discussed in this episode, The Emotional Journey of the UHNW Client.

Send us feedback

Stay Connected with Visionary Advisor
We believe wealth is well-being. Subscribe to the Visionary Advisor Newsletter for practical tools and ideas to serve families across generations.
Explore more at totalfamily.io | Follow us on LinkedIn |  Watch episode clips on YouTube

Legacy isn’t just what you leave behind—Estate planning is broken for most families, and Cody Barbo built Trust and Will to fix it. He joins Alex Kirby to discuss how digital estate planning tools are changing what wealth advisors can offer clients, why legacy planning has to start earlier, and how advisors can use this moment to deepen relationships with both current clients and the rising gen.

it’s how you shape lives today. 

In this episode of Visionary Advisor, host Alex Kirby, founder and CEO of Total Family, sits down with Cody Barbo, founder and CEO of Trust & Will, to unpack the trends transforming estate planning today. Drawing on fresh research and real-world results—Trust & Will has helped over 200,000 individuals complete estate plans and is trusted by more than 1 million users—Cody shares how generational shifts, technology, and the growing emphasis on values are reshaping how families—and their advisors—approach legacy planning.

From bridging the gap with Gen Z to using tech as a relationship builder (not a replacement), this conversation is packed with insights to help you lead more relevant, human, and lasting estate planning conversations.

Why This Episode Matters for Advisors

• Discover how younger generations are rethinking estate planning—and where advisors fit in
• Learn how technology is making estate planning more accessible without replacing the human touch
• Uncover ways to lead conversations that go beyond assets to include values, lessons, and legacy
• Get practical strategies to engage the next generation before the wealth transfers

Episode Highlights

[5:23]  “Advisors need to step out of their comfort zone.”
Cody shares why proactive estate planning is a massive opportunity for advisors to build deeper, long-term relationships with entire families—especially when most wait to react.

[13:35] “Legacy, to me, is how you made people feel.”
A personal reflection from Cody on what legacy really means—and how advisors can help clients define it beyond financial assets.

[17:25]  “The big nugget that we are all chasing.”
Cody calls out the advisors who prioritize estate planning as a core part of their value—keeping documents current, initiating conversations, and ensuring plans evolve with life.

[23:58]  “Next week turns to next month, and then it’s decades later.”
Procrastination is the #1 obstacle in estate planning. Cody outlines how advisors can help clients overcome inertia by making the process more approachable.

[40:48]  “They have the opportunity to build that trust.”
In moments of crisis or transition, advisors have a rare window to show up for families—and leave a lasting impression that spans generations.

Resources

Explore: Trust & Will – Learn more about their platform and annual research
Read: Trust & Will’s 2024 Estate Planning Report

Trust & Will’s 2025 Estate Planning Report

Send us feedback

Stay Connected with Visionary Advisor
We believe wealth is well-being. Subscribe to the Visionary Advisor Newsletter for practical tools and ideas to serve families across generations.
Explore more at totalfamily.io | Follow us on LinkedIn |  Watch episode clips on YouTube

Silence around wealth isn’t harmless—itTransparency inside a family office builds trust across generations, but most families and their advisors do not know how to structure it well. Luke Jernagan of Matter Family Office joins Alex Kirby to discuss what effective transparency looks like in practice: what to share, what to hold, and how family governance frameworks help wealth advisors guide these conversations with confidence.

’s a liability. And for advisors serving high-net-worth families, knowing how to guide transparent conversations is no longer optional.

In this episode of Visionary Advisor, Total Family CEO Alex Kirby sits down with Luke Jernagan, Managing Director of Family Learning at Matter Family Office, to explore how the most successful families—and their advisors—build trust through communication. Drawing from his widely shared white paper The Power of Effective Transparency, Luke offers a practical framework for preparing staged trust reveals, navigating difficult conversations, and building a shared family culture rooted in values and purpose.

Whether you serve families with $5M or $500M, you’ll walk away with the language, strategies, and mindset to help clients move from secrecy to strength.

Why This Episode Matters for Advisors

• Learn how to frame transparency as a leadership skill, not a liability
• Hear real-world strategies to support clients through hard conversations
• Understand why secrecy erodes legacy—and what to do about it
• Walk away with practical language and examples you can use immediately

Notable Quotes from Luke Jernagan

• [1:36] “Families who practice transparency tend to be the ones that function well for generations.”
• [9:58] “It’s not the wealth—it’s the secrecy that erodes freedom and success.”
• [19:15] “Wealth is just the tool. The real opportunity is building a shared family culture.”
• [32:20] “It’s never too late—unless the estate attorney is doing the talking.”

Resources

Download & Read: The Power of Effective Transparency – here.

More about Matter Family Office at their site - https://www.matterfamilyoffice.com/

Send us feedback

Stay Connected with Visionary Advisor
We believe wealth is well-being. Subscribe to the Visionary Advisor Newsletter for practical tools and ideas to serve families across generations.
Explore more at totalfamily.io | Follow us on LinkedIn |  Watch episode clips on YouTube

For experienced advisors serving ultra-hFee models for family wealth advisors are changing, and the old AUM-only structure is losing ground with sophisticated HNW clients. Paul Ferguson of Schwab Advisor Family Office joins Alex Kirby to break down the fee models that align best with multigenerational planning relationships, what clients expect to pay for, and how advisors can have the fee conversation without losing the relationship.

igh-net-worth families, pricing isn’t a tactical detail—it’s a strategic posture. It signals how seriously you take your role, how clearly you define your value, and whether your business is built to scale alongside the complexity of your clients' lives.

In this episode of Visionary Advisor, host Alex Kirby is joined by Paul Ferguson, a respected leader in the UHNW and family office space with over 30 years of experience advising both elite families and the firms that serve them. Now with Schwab Advisor Family Office, Paul offers rare insight into what the best-run firms are doing to evolve their pricing models, protect their margins, and better align with client complexity.

Paul’s cross-disciplinary background—from tax and estate planning to MFO leadership and private equity—makes him one of the most well-rounded experts in the field. His perspective is deeply practical, rooted in what actually works, and built to help advisors thrive as client expectations rise.

Whether you advise a $30M client—or want to—you’ll walk away with actionable ways to reframe your pricing, deepen client trust, and build a sustainable practice in today’s changing market.

Why This Episode Will Change the Way You Advise Families

• Why margin—not fee—compression is the real threat in today’s advisory business
• How hybrid models (AUM + retainer) are helping firms separate investment work from complex planning
• Real-world language to use when introducing pricing changes with long-standing clients
• A roadmap for reviewing and updating pricing annually—without losing goodwill
• How best-in-class firms scope, price, and adjust for “surprise” projects (like buying a jet mid-year)

Notable Quotes from Paul Ferguson

“We don’t have a fee compression problem. We have a margin compression problem.” (15:40)

“Your client might forget what you did—but your invoice shouldn’t.” (17:07)

"One of the biggest problems in our industry, everybody is using these terms but no one can define them" (36:18)

"If you don't review your fees annually, the scope of work for your clients will still change" (43:09)

Check out the discussed white paper and additional resources from the Schwab Advisor Family Office

Fees and pricing for ultra-high-net-worth client services | Advisor Services

Serving Family Offices | Schwab Advisor Services

Send us feedback

Stay Connected with Visionary Advisor
We believe wealth is well-being. Subscribe to the Visionary Advisor Newsletter for practical tools and ideas to serve families across generations.
Explore more at totalfamily.io | Follow us on LinkedIn |  Watch episode clips on YouTube

In an industry often dominated by spreadValues-based advising is how Glenn Spencer built Prime Capital into one of the most recognized wealth advisory firms in the country. He joins Alex Kirby for a candid conversation about what it means to lead a firm around family values, how that philosophy shapes client relationships from onboarding through intergenerational wealth transfer, and why this is the most durable business model in wealth management today.

sheets, valuations, and portfolio performance, what if the most important question you could ask your client was: What do you value most in life?

In this episode of Visionary Advisor, Glenn Spencer—CEO of Prime Capital—shares the five personal values that have guided his life, leadership, and legacy for over 30 years. From candid family conversations to structuring an ownership model rooted in trust and equality, Glenn offers a rare blueprint for how values can guide everything from business decisions to estate plans.

This episode will help you spark deeper conversations with clients, guide generational legacies with clarity, and reframe your role as more than a financial expert—but as a trusted steward of purpose.

Why This Episode Will Change the Way You Advise Families

• How Glenn's 30-year commitment to living his values offers a blueprint for clarity in leadership and legacy
• Why most estate plans miss the mark—and how values can bring deeper meaning to generational planning
• What to ask clients to move from vague goals to values-based action
• How values influence culture, ownership, and succession decisions—and why alignment matters more than terms
• How to build trust by helping clients articulate what really matters in their lives

Notable Quotes from Glenn Spencer 

 "If I can live my life according to these five things, I’ll be a more consistent human being—and at the end of the day, that’s what people want. They want consistency." 

 "Purpose-driven advisors and purpose-driven organizations perform better. Period. That’s what the data says, and it’s what I’ve lived." 

 "When I’m in a difficult situation—whether it’s about being candid with someone or being transparent when it feels risky—I go back to my values to guide me." 

Send us feedback

Stay Connected with Visionary Advisor
We believe wealth is well-being. Subscribe to the Visionary Advisor Newsletter for practical tools and ideas to serve families across generations.
Explore more at totalfamily.io | Follow us on LinkedIn |  Watch episode clips on YouTube

Family wealth exists to serve human flourishing, not the other way around. In this debut episode of Visionary Advisor, Alex Kirby sits down with James E. Hughes, one of the most influential voices in multigenerational wealth planning, to explore what it means for a wealth advisor to truly serve a family. Jay's framework for wealth as well-being reshapes how advisors think about their purpose, their practice, and the legacy conversations that matter most.

Wealth advising is evolving, and the advisors who thrive are those who think beyond financial capital. In this conversation, James E. Hughes—one of the most influential voices in family wealth—shares a powerful framework that helps advisors guide families toward lasting legacies in a rapidly changing world.
Hughes introduces the Five Forms of Family Capital—a paradigm-shifting approach that places purpose, decision-making, and well-being at the center of wealth conversations. He also explains why 95% of second-generation inheritors change advisors—and what professionals must do to build relationships that endure across generations. If you want to redefine how families think about wealth and deepen your client relationships, this conversation is essential.


Why This Episode Will Change the Way You Advise Families

• Why financial capital alone doesn’t sustain multi-generational wealth
• How great families make decisions that last for centuries
• The hidden challenges inheritors face when receiving wealth—and how to guide them
• How to adopt a well-being-centered approach that transforms your advisory practice

Notable Quotes from James E. Hughes
"When a family understands that its wealth is its well-being, everything changes."
"A family is not an economic system—it’s a social system."
"For an inheritor, financial capital is a meteor from outer space—it has nothing to do with their identity."

Send us feedback

Stay Connected with Visionary Advisor
We believe wealth is well-being. Subscribe to the Visionary Advisor Newsletter for practical tools and ideas to serve families across generations.
Explore more at totalfamily.io | Follow us on LinkedIn |  Watch episode clips on YouTube