Visionary Advisor
Welcome to Visionary Advisor, the podcast for forward-thinking wealth advisors who recognize that wealth management is evolving rapidly. Join us as we invite some of the most influential minds in the industry to share the ideas they believe HNW & UHNW advisors should be exploring and putting into practice.
I'm your host, Alex Kirby, founder of Total Family, a software company doing legacy better for wealth advisors and their clients.
Welcome to Visionary Advisor, more at totalfamily.io
Visionary Advisor
The WSJ is writing about Family Mission Statements — with Whitney Webb of Cresset
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: wwebb@cressetcapital.com
Profile: https://cressetcapital.com/about/team/whitney-webb/
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