Silence around wealth isn’t harmless—it’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/

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For experienced advisors serving ultra-high-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

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We believe wealth is well-being. Subscribe to the Visionary Advisor Newsletter for practical tools and ideas to serve families across generations.
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In an industry often dominated by spreadsheets, 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."

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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