The Elite Financial Advisor Podcast With Sten Morgan

In this episode of Elite Advisor Podcast, Sten Morgan sits down with Jeremie Kubicek to talk about how the Five Voices framework reshapes the way you lead, communicate, and connect - starting with the one voice you were built to lead from.They discuss knowing your foundational communication voice, speaking the language of every client and team member, and how financial advisors can build deeper trust, stronger teams, and a culture people don't want to leave.If you're ready to stop settling for comfortable and start building at your highest level, this conversation will challenge how you think about your business, your value, and the impact you create for clients.In This EpisodeYou are all five voices, but you have one foundational voice - and most leaders "play someone on TV" they're not, which is exactly why they come across as average.The Five Voices framework (Nurturer, Guardian, Creative, Connector, Pioneer) built on the Big Five and Jung's work - and why 73% of people are present-oriented, not future-oriented.A practical move for this week: read the room. Start with people and feelings for feelers, and competence and credibility for thinkers.Jeremie's core philosophy - "know yourself to lead yourself." Leading from raw title and power produces compliance, not engagement; learn someone's language and they'll run through walls for you.Your week-ahead challenge: build a culture people don't want to leave, and start using AI by talking to it - ask it to ask you the right questions first.Episode Timestamps 00:00 - Introduction 00:58 - The Five Voices, Explained02:55 - The Science Behind an Assessment That Actually Sticks06:16 - Start With Yourself: Know Yourself to Lead Yourself08:32 - How to Roll It Out Across Your Team16:13 - Speaking Every Client's Language in Prospecting Meetings22:04 - Build a Culture People Don't Want to Leave27:09 - The Simplest Way to Start Using AI TodayGet the Free Episode Companion Guide: Want the cheat sheet for this episode? We turned the biggest ideas into a one-page companion guide - the Five Voices blueprint, key takeaways, and three action steps to run this week. Grab your free copy here: https://gobeelite.com/elite-advisor-podcast-companion-page?utm_source=youtube&utm_medium=podcast&utm_campaign=ep_238_jeremie_kubicekFree Resources for Financial Advisors: Want to become a more elite advisor? We have free resources to help you improve the way you think, communicate, and grow your business. Get access to our free course on how to become an Elite Advisor, plus training videos that show you how to whiteboard ideas with clients using real examples. Get the free resources here: https://www.eliteadvisornetwork.com/free?utm_source=youtube&utm_medium=podcast&utm_campaign=ep_238_jeremie_kubicekGet the Free Book: Value First Prospecting Most advisors were trained to sell first and hope trust shows up later. Value First Prospecting shows you how to create demand, lead with ideas, and turn first meetings into strategy conversations instead of sales meetings. You can claim a free copy of Sten Morgan's book, Value First Prospecting. Just cover shipping. Get the book here: https://www.valuefirstbook.com?utm_source=youtube&utm_medium=podcast&utm_campaign=ep_238_jeremie_kubicekAttend How to Charge LIVE: If you want more revenue, more confidence, and a clearer planning process, you do not need more theory. You need reps, feedback, and a proven system. How to Charge LIVE is our in-person training experience where advisors learn how to start charging for advice, communicate their value, and build a stronger planning business. Learn more about How to Charge LIVE here: https://www.howtochargelive.com?utm_source=youtube&utm_medium=podcast&utm_campaign=ep_238_jeremie_kubicekJoin Elite Plus: Elite Plus is for advisors who are done dabbling and ready to become Elite. Inside Elite Plus, you get proximity, accountability, real-time coaching, and a complete operating system to help you remove resistance and grow at a higher level. If you are serious about implementation, better thinking, and becoming the advisor your clients actually need, Elite Plus is the next step. Join Elite Plus here: https://www.eliteadvisornetwork.com/plus?utm_source=youtube&utm_medium=podcast&utm_campaign=ep_238_jeremie_kubicekConnect With Elite Advisor Network Website: https://www.eliteadvisornetwork.com?utm_source=youtube&utm_medium=podcast&utm_campaign=ep_238_jeremie_kubicek Podcast: https://podcasts.apple.com/us/podcast/elite-advisor LinkedIn: https://www.linkedin.com/company/elite-advisor-network YouTube: https://www.youtube.com/@EliteAdvisorNetworkSubscribeSubscribe for more conversations, training, and practical ideas to help financial advisors reject average and become elite.#EliteAdvisorNetwork #FinancialAdvisor #StenMorgan #ValueFirstProspecting #FinancialPlanning #AdvisorMarketing #AdvisorGrowth

Sten sits down with April Rome to unpack the uncomfortable truth about growth in advisory firms: most advisors don’t build operations — they assume it’s handled until systems hit capacity and break. April explains the common traps (too much tech, broken processes, no SOPs, messy data) and why firms must simplify, systematize, and stress-test capacity before turning on growth. They share how Legacy intentionally slowed down to rebuild the foundation—sometimes losing people in the process—so the business could scale with healthier workflows, better hiring, cleaner metrics, and a leadership team that stays in its lane while still owning outcomes.TakeawaysMost advisors aren’t wired for ops — which is why it’s often ignored until it breaks.“More tech” is rarely the solution; simplification usually is.Without SOPs and clean data, teams create invisible band-aids that mask deeper problems.If systems aren’t designed to scale, growth becomes a burnout machine.Healthy ops protects the advisor’s time so they can stay in their superpower: clients + advice.Fixing ops can trigger change resistance — and sometimes team turnover.“High support + high challenge” becomes possible once the chaos is removed.Capacity isn’t just emotional — it’s operational: workflows, training, cross-coverage, dashboards.Clean metrics and scorecards matter because “work hard and hope” is not strategy.You can’t build a skyscraper on a small foundation — expand the base before you scale.https://gobeelite.com/

In this episode, Sten Morgan sits down with Alex Kirby, founder of Total Family, the company behind FamilyOS, a legacy platform built for wealth advisors. Total Family helps advisors support families in defining Values, Purpose, and Roles, and preserving stories and legacy so families can pass on more than wealth across generations.https://www.totalfamily.io/They unpack why legacy work is both a massive differentiator and a low-risk conversation starter for prospects and clients—especially business owners and high-net-worth families who rarely have a place to talk about meaning, values, purpose, and family dynamics.Alex shares his personal story—growing up as an only child with 10 step/half siblings through six marriages and five divorces—and how working with closely held businesses taught him that money doesn’t solve family complexity. That realization led him into legacy frameworks (Hughes, Grubman, York) and eventually into building software that makes legacy practical and scalable.Sten explores how legacy conversations can drive new business, retention, and multi-generational stickiness, and how Total Family’s “client-does-the-work, advisor-debriefs-the-output” approach reduces the time burden while deepening trust.TakeawaysLegacy ≠ estate planning. Estate planning is the structure—legacy is the “why.”Alex compares estate planning to building a house: documents are the blueprint + construction, but legacy is the earlier step—standing on the land asking, “What do we want this to become?”“Wealth” is bigger than money: it’s the well-being of the family.Total Family focuses on values, purpose, legacy letters, family histories, and identity—not asset allocation—because advisors already handle the financial mechanics.Legacy is a differentiator because the bar is lower than advisors think.Competing on market commentary is brutal (everyone plays there). But in legacy, clients have few outlets—so asking thoughtful questions alone can set you apart.You don’t need all the answers—just ask better questions and follow up well.A simple prompt like, “When I say legacy, what comes to mind?” can open a door clients often walk right through.Clients aren’t uninformed about estate planning—they’re uninspired.Alex cites David York (Entrusted): people know they need documents, but they don’t feel the meaning behind them. Facilitate the “why,” and the follow-through becomes natural.Legacy work is retention—but the real retention problem is the spouse and kids.Advisory retention might be ~97% while the original client is alive, but it can drop dramatically when assets transfer. Legacy work builds real relationships before that moment.Advisors must decide what categories they won’t budge on—and legacy may belong on that list.Sten notes some planning topics are non-negotiable. Alex agrees in principle, but emphasizes legacy can start with “small steps” rather than a heavy emotional leap.Make legacy accessible: prompts matter.Asking a stoic patriarch to “write a love letter” may shut things down—but asking for a paragraph on hard work, responsibility, friendships, or what shaped them can unlock the same depth through a different door.Scale requires this rule: clients do the work; advisors integrate and debrief.Total Family’s design helps clients define values/purpose in minutes, then the advisor has a simple high-impact role: review outputs, ask meaning questions, and connect it back to planning.Lead by example or clients will feel the disconnect.Alex strongly recommends advisors go through the tool themselves first. When you’ve wrestled with your own values/purpose, you show up with authenticity—not a scripted “legacy pitch.”https://gobeelite.com/

Sten interviews Adam Correa, CFP®, Vice President of Financial Planning at LPL, who supports financial planning adoption across a massive advisor network (30,000 advisors, 2,000+ 1:1 engagements, 500+ presentations). Adam shares his unconventional path into financial advice—starting in fintech at eMoney, becoming an advisor, then transitioning into an LPL home office coaching role focused on helping advisors move into a planning-led, fee-for-service model.Together, they unpack the “head trash” many advisors face about charging for advice, the real reason some advisors outperform (communication + EQ, not just IQ), and why the industry is rapidly shifting away from product-centered value toward holistic, planning-driven client relationships. Adam emphasizes that advisors must self-reflect on their book of business, focus on ideal clients, streamline their planning process, and embrace tools (including AI) to create capacity. Sten reinforces that offering planning as a standalone service creates optionality, improves client trust, increases AUM long-term, and transforms the advisor from a “salesperson” into a “problem solver.”Key TakeawaysFinancial planning isn’t “one-size-fits-all.”Adam emphasizes planning varies by practice and client type—what matters is aligning it with your ideal client and service model.The best advisors don’t win because they’re the smartest — they win because they communicate best.Sten and Adam both agree that communication, storytelling, and client connection are the “10X skill.”EQ builds buy-in faster than IQ.Advisors can build amazing plans, but if the client doesn’t feel understood, they won’t act.Most advisors are overloaded because they never “self-reflect” as business owners.Advisors get stuck serving too many clients, which kills their capacity to deliver real planning.You must identify your ideal client—and stop building a random book.The old “anyone with a financial pulse” model creates burnout and limits growth.Advisors need to stop leading with investment performance conversations.Adam suggests “shock therapy”: push the statement aside and ask, “What’s important about money to you?”AI won’t replace advisors—but it will replace advisors who don’t evolve.Adam explains AI can become a paraplanner-like assistant, freeing time and increasing scale, but the human coaching role remains irreplaceable.Fee-for-service planning removes conflict of interest and increases trust.Adam highlights a key point: paying directly for advice can feel more objective than “free plans” attached to product incentives.Charging planning fees doesn’t cannibalize AUM — it can jumpstart it.Adam states LPL data shows active planners grow faster, and planning often leads to larger, stickier relationships.Planning-first relationships create better clients and filter out bad ones.If someone isn’t responsive during planning, you get paid and you avoid years of headaches.https://gobeelite.com/

In this episode, Sten Morgan sits down with Blake Brewer, the founder of Legacy Letter, who’s on a mission to help one million people write a meaningful, lasting letter to the people they love most. Blake shares the moment that shaped his entire life: at 19, while snorkeling with his dad in Hawaii, his father drowned in treacherous waters. Hours later, Blake’s mom handed him a letter his dad had written for him—words that brought comfort, clarity, peace, and direction when he needed it most.That legacy letter didn’t just help Blake grieve—it helped him grow. Years later, as a father himself, Blake realized writing a letter to his own kids was both harder and more transformative than he expected. That experience became the spark for a structured process—workshops, templates, prompts, and an online program—that has now helped 20,000+ people write their own legacy letters.Sten and Blake also unpack why this matters deeply for financial advisors: many clients are building wealth, but struggle to pass down values, voice, and relationship. The legacy letter becomes a powerful tool—not only for families, but for advisors who want to deepen trust, create more meaningful client conversations, and build multi-generational relationships. It’s simple, but it’s not easy—and it might be one of the most impactful “gifts” an advisor can introduce to a client’s life.TakeawaysA legacy letter can change someone’s life. Blake’s father’s letter became a source of comfort, clarity, and stability after sudden loss.Simple doesn’t mean easy. Most people want to write a letter—but perfectionism, emotion, and “where do I start?” keep them stuck.Your words become their inner voice. What parents say becomes what children repeat to themselves—confidence or criticism often starts at home.Writing the letter changes the writer. The process clarifies values, strengthens identity, and gives you something to “go live out.”Legacy isn’t just money—it’s relationship, meaning, and values. Advisors can help clients pass down more than wealth.It can restore relationships. A well-written letter can soften conflict, reopen connection, and rebuild family rhythms.For advisors, this creates deeper trust. Clients often become more bonded to the advisor who helps them do something this meaningful.It gives advisors better conversations than performance alone. In down markets, legacy conversations can matter more than numbers.It can become part of a repeatable practice. Not a “one-off idea,” but a woven-in component alongside estate planning and family planning.There’s a scalable pathway. Blake offers workshops, a $97 online program, and an advisor “Legacy Letter Advocate” model to roll it out to clients.https://gobeelite.com/