The Elite Financial Advisor Podcast With Sten Morgan

Hosted by Sten Morgan

BusinessInterviews guests

Episodes

Language

About the show

A show for financial professionals who want to be challenged to achieve their true potential faster. You will gain practical knowledge that you can implement on Monday morning when you get into the office. You'll learn the true value of your advice and, if you want to, how to charge for that advice. Featuring Sten J. Morgan, CFP®, ChFC®, one of the nation's leading young Financial Advisors.

Listen to episodes

60 recent

37 min

237 The Future Financial Advisor: Why Human Connection Wins in an AI World

In this episode of Elite Advisor Podcast, Sten Morgan sits down with Shannon Reid to talk about how the role of the financial advisor is shifting from pure investment management to holistic life planning and how top-tier firms are leveraging AI to reclaim time for human-centric service.They discuss the transition from investment-led to advice-led models, maintaining structural authority in a tech-driven market, and how financial advisors can transition your practice into a future-proof, advice-led business that thrives on human connection while leveraging elite technology..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 EpisodeYour value isn't in the data entry or the market analysis—it is in the psychological guidance and structural authority you provide when a client’s life becomes complex.The 'Manager of AI' Framework: Viewing technology as the engine for research and documentation so the human advisor can remain the visionary leader of the client relationship.Audit your current client review meetings; if you spend more than 20 percent of the time on market performance instead of legacy and life goals, you are misaligning your value.Shannon Reid emphasizes that while technology can anticipate needs, it cannot care—the advisor’s true competitive advantage is being the person the client actually trusts and listens to.Identify one administrative or data-entry task this week that can be automated or delegated to reclaim five hours for high-impact prospect meetings.Episode Timestamps04:32 — The Evolution of the Advisor: From Product Sales to Life Planning09:10 — Pricing for Advice: Why Your Fee Model Must Match Your True Value12:42 — The AI Revolution: Automating the Data while Keeping the Human Connection18:36 — Defining the New Skill Set: What it Takes to Win in the Next Decade22:56 — Growth Metrics: Why Leading Advisors are Outpacing the Industry Average28:48 — The Cost of Change: Evaluating the Risks and Distractions of Firm Shifts32:05 — Becoming a 'Manager of AI': The Future of Portfolio ManagementFree Resources for Financial AdvisorsWant 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_237Get the Free Book: Value First ProspectingMost 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_237Attend How to Charge LIVEIf 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_237Join Elite PlusElite 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_237Connect With Elite Advisor NetworkWebsite: https://www.eliteadvisornetwork.com/?utm_source=youtube&utm_medium=podcast&utm_campaign=ep_237Podcast: https://podcasts.apple.com/us/podcast/elite-advisorLinkedIn: https://www.linkedin.com/company/elite-advisor-networkYouTube: 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

37 min

236 From Shared Expenses to Formal $1 Billion Team: How Holden Fox Built a Real Advisory Firm

In this episode of Elite Advisor Podcast, Sten Morgan sits down with Holden Fox to talk about how to transition from a group of solo advisors sharing expenses to a unified, scalable organization by focusing on specialization, operational efficiency, and the build-first growth model.They discuss the transition from siloed advisors to unified operations, maximizing advisor capacity through extreme specialization, and how financial advisors can build a scalable, high-growth firm where the leader focuses on their highest value role..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 EpisodeTrue growth requires moving from a solo mindset to a firm mindset where alignment and shared SOPs are non-negotiable requirements for every team member.The 'Build-First, Grow-Later' framework ensures that infrastructure and headcount are in place before growth hits, protecting the client experience during rapid scaling.Audit your current advisor capacity by tracking actual 'client meetings per year' segmented by service level rather than relying on vague AUM or client count metrics.Efficiency isn't about being nice; it's about respecting the value of human capital and ensuring your team has every tool necessary to maximize the time you pay for.Identify one area where you are still acting as a 'hobbyist'—whether in advising or operations—and define the specific path to hand that responsibility to an expert.Episode Timestamps00:00 — Introduction to Holden Fox and the Fox Alliance journey02:45 — Why traditional 'brute force' prospecting is the antithesis of value creation05:15 — The turning point: Shifting from shared resources to a unified partnership09:01 — How to force clarity and alignment across a growing advisor team15:44 — The math of efficiency: Prioritizing ROI and human capital costs21:35 — Build-First Strategy: Why Fox Alliance hires 12 months ahead of growth26:42 — Using meeting counts as the ultimate metric for advisor capacity32:15 — The Power of Moments: Creating high-impact client experiences through structureFree Resources for Financial AdvisorsWant 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_236Get the Free Book: Value First ProspectingMost 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_236Attend How to Charge LIVEIf 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_236Join Elite PlusElite 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_236Connect With Elite Advisor NetworkWebsite: https://www.eliteadvisornetwork.com/?utm_source=youtube&utm_medium=podcast&utm_campaign=ep_236Podcast: https://podcasts.apple.com/us/podcast/elite-advisorLinkedIn: https://www.linkedin.com/company/elite-advisor-networkYouTube: 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

46 min

235 From Practitioner to Entrepreneur: Sten's Journey

In this episode of Elite Advisor Podcast, Sten Morgan sits down with Wendell Moon to talk about the internal and external evolution required to move from being a high-capacity producer to a visionary leader who rejects the industry’s broken status quo.They discuss the transition from producer to leader, overcoming the savior complex in business, and how financial advisors can evolve from a solo producer into a resilient, high-impact business owner who leads with structural authority.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 EpisodeThe industry's default model is fundamentally broken; true Elite Advisors stop operating within systems they simply inherited and start designing ones that serve their vision rather than their firm.The Three Stages of Growth—Awareness, Understanding, and Belief—are the necessary psychological shifts every advisor must navigate to reach the top 1% of the industry.Practice the 'Rule of 5' this week by intentionally asking five people for help; breaking the 'trust only yourself' habit is the first step toward scaling your leadership.You can serve the world without trying to save it; releasing the burden of being a 'savior' for your clients allows you to lead them with significantly more clarity and impact.Identify one area where you are currently 'people-pleasing' at the cost of your firm's growth and have the 'kind but not nice' conversation required to fix it this week.Episode Timestamps04:55 — A look behind the curtain of an Elite Advisor’s path08:15 — Why the status quo model is broken and how to reject it12:30 — Moving from a sales business to a high-value delivery process17:50 — The Three Stages of Growth: Awareness, Understanding, and Belief20:30 — How to serve the world without the burden of saving it28:50 — The Producer's Trap: Building a firm that doesn't rely on your capacity35:40 — Vulnerability as a business strategy: The power of asking for help44:00 — The three-pillar framework for sustainable leadership successFree Resources for Financial AdvisorsWant 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://gobeelite.com/elite-advisor-path-resources?utm_source=youtube&utm_medium=podcast&utm_campaign=ep_235Get the Free Book: Value First ProspectingMost 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://gobeelite.com/free-book?utm_source=youtube&utm_medium=podcast&utm_campaign=ep_235Attend How to Charge LIVEIf 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_235Join Elite PlusElite 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://eadvisornetwork.com/join-ean/?utm_source=youtube&utm_medium=podcast&utm_campaign=ep_235Connect With Elite Advisor NetworkWebsite: https://www.eadvisornetwork.com/?utm_source=youtube&utm_medium=podcast&utm_campaign=ep_235Podcast: https://podcasts.apple.com/us/podcast/the-elite-financial-advisor-podcast-with-sten-morgan/id1601321140LinkedIn: https://www.linkedin.com/company/elite-advisor-networkYouTube: 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

44 min

234 Best Practices of Prospecting with Gavin Filasek, Wes Young, and Sten

In this episode, Sten Morgan sits down with Wes Young and Gavin Filasek to unpack the prospecting spectrum — from the early “brute force” days of calling anyone who would listen, to building a more mature system where value, referrals, niche expertise, and better communication create momentum. They discuss why early advisors need reps, why language matters, how to answer “what do you do?” in a way that creates curiosity, and how great firms build systems that help advisors grow faster. Wes and Gavin also share practical ways they use tax strategy, niche markets, client conversations, and referral processes to create a prospecting flywheel. The throughline: prospecting gets easier when you stop leading with your title and start leading with value.TakeawaysEarly prospecting is hard, but the reps build confidence. Don’t answer “what do you do?” with a label — lead with a problem you solve. The best advisors create value before they ask for referrals. Niches make prospecting easier because the problems are clearer. A repeatable process turns referrals, client conversations, and money-in-motion opportunities into a growth flywheel.The Digital Toolbox for Elite Financial Advisorshttps://gobeelite.com/

36 min

233 Stop Overcomplicating Financial Planning (What Clients Actually Want) with H. Adam Holt

In this episode, Sten sits down with H. Adam Holt—founder of Asset-Map, former top-producing financial advisor, and industry innovator who has helped thousands of advisors simplify how they deliver financial advice. Adam shares his journey from struggling early in the business—making just $11,000 his first year—to building a billion-dollar practice and eventually creating Asset-Map, now used by over 7,500 advisors globally. This conversation unpacks the real inflection points that drove his success, including: Why most advisors overcomplicate financial planning The moment he realized clients didn’t want analysis—they wanted clarity How simplifying his process led to exponential growth The importance of mentorship, coaching, and community And how building systems and teams creates true scale If you’re trying to grow your practice, simplify your message, and deliver more value in less time, this episode will challenge how you think about planning, productivity, and what clients actually want.TakeawaysClients don’t want more analysis—they want clarity they can understand and useSimplicity scales; complexity slows down both you and your clientYou have to go through the “hard years” to build real skill and confidenceThe fastest way to grow is to focus on communication, not just strategyMentors, coaches, and community are force multipliers for long-term successThe Digital Toolbox for Elite Financial Advisorshttps://gobeelite.com/How To Charge LIVE!https://howtochargelive.com/

27 min

232 How To Level Up Client Experience with Efficient Financial Planning with Austin Harris

In this episode, Sten sits down with Austin Harris to talk about his path from personal training into financial advice, why Edward Jones appealed to him early in his career, and how his philosophy evolved from simply finding clients to serving them deeply. Austin shares how structure, mentorship, and hard work helped him build momentum early, especially when family pressure forced him to make the business work. The conversation also dives into one of the biggest themes in modern advice: how to communicate value more clearly. Austin reflects on attending How to Charge Live, how whiteboarding changed the way he explains planning, and why the real shift is not just charging for advice, but becoming the kind of advisor who can explain complex ideas simply, confidently, and memorably. It’s a great episode for advisors who want to level up their communication, client experience, and planning process within the framework they already have.TakeawaysA strong system and structure can be a huge advantage early in an advisor’s career. Getting technically stronger matters, but learning to communicate value clearly matters just as much. Financial planning is not just about charging a fee — it’s about creating a better experience for clients. Whiteboarding helps advisors simplify complex ideas and differentiate themselves immediately. Even if your firm has limits, you can still improve how you explain planning and how you serve clients today.The Digital Toolbox for Elite Financial Advisorshttps://gobeelite.com/

45 min

231 Why Advisory Firms Break as They Grow And How to Build the Right Team with Angie Herbers

In this episode, Sten sits down with Angie Herbers to talk about what really causes advisory firms to stall, break, or lose momentum as they grow. Angie shares how her unusual start in the industry led her into consulting, why communication skills matter more than most firms realize, and what separates firms that keep moving from firms that stay stuck in meetings and indecision. They also unpack some of the biggest hidden challenges in advisory businesses today: capacity, leadership bottlenecks, poor training models, over-reliance on support staff, and the fear that keeps founders from hiring advisors who might be just as smart—or smarter—than they are. This is a strong episode for advisors who want to build a business that scales without losing culture, client experience, or momentum.Angie Herbers: herbersandcompany.com TakeawaysCommunication skills should be trained first, not treated as a “natural gift.”Most firms hurt young advisors by hiding them in the back office instead of letting them observe client communication.Growth creates pressure, and that pressure reveals what will eventually break.The easiest hire is often support staff, but the most important hire is usually another advisor.The best leaders solve problems quickly instead of hiding inside endless meetings and planning cycles.

33 min

230 How Great Advisors Grow: Values, Pressure, and Building a Career That Lasts with Terri Kallsen

In this episode, Sten sits down with Terri Kallsen, CFP to talk about the seasons of a career, the role values play in long-term success, and how advisors can grow by combining technical skill with human connection. Terri shares how her path moved from analytics and problem-solving into financial planning, leadership, and coaching — and why every season of her career prepared her for the next.They also unpack what true financial planning really is, why communication matters so much in helping clients take action, and how fear, pressure, and risk can actually shape stronger leaders when handled the right way. This episode is both practical and encouraging for advisors who want to grow their business, serve people well, and build a meaningful career over time.TakeawaysA great career is built in seasons, and each season prepares you for the next one.True financial planning is much bigger than just investments or insurance.The best advisors combine problem-solving, communication, and empathy.Fear and pressure do not always mean something is wrong — they can be signals to prepare and perform.Advisors have a rare opportunity to create abundance while deeply serving others.https://www.businesswire.com/news/home/20260106590469/en/Terri-Kallsen-CFP-Begins-Board-Chair-Role-at-CFP-BoardRise Growth Partners website: https://risegrowth.com/The Digital Toolbox for Elite Financial Advisorshttps://gobeelite.com/

34 min

229 Why Advisors Should Stop Competing on Investments and Start Winning with Tax Planning with Ed Slott

In this episode, Sten sits down with Ed Slott, CPA and CEO, to unpack why advanced retirement tax planning is one of the clearest ways for advisors to differentiate themselves, add real value, and attract bigger clients. Ed shares how he moved beyond commodity tax prep work, found his edge in IRA distribution rules, and built a career by going deep where others stayed general.Together, they discuss why investment management alone is increasingly commoditized, why confidence comes from competence, and how advisors can start having more valuable conversations right away by understanding things like beneficiary forms, Roth conversion timing, and NUA opportunities. This episode is a call for advisors to stop relying on generic value propositions and start becoming the specialist clients can’t replace.Ed Slott's Websitehttps://irahelp.com/TakeawaysTax preparation is history; tax planning creates future value.Advisors stand out faster when they specialize in what others avoid.Competence creates confidence, and confidence changes every client conversation.Small overlooked details like beneficiary forms can uncover massive planning opportunities.The advisors who understand IRA and retirement tax rules will attract bigger, stickier clients.The Digital Toolbox for Elite Financial Advisorshttps://gobeelite.com/

31 min

228 Build a Process, Not a Pipeline: How Great Advisors Grow Without Selling with Justin Louis

In this episode, Justin Louis shares his journey from a career-changing outsider to a partner at a $1B+ firm — and how rejecting the traditional “salesperson” identity helped him build a more sustainable and authentic advisory career.Justin breaks down how early advisors can avoid the trap of chasing activity and instead focus on building a repeatable growth process, defining their ideal client, and creating a people-first experience that drives long-term relationships.Sten and Justin explore the tension between hustle vs clarity, why most advisors struggle in the early years, and how intentional design — not randomness — leads to real growth.Takeaways1. You Don’t Have to Be a SalespersonThe industry pushes a sales identityBut advising is consultative, not transactional2. Process > Hustle (Especially Early)Random activity creates burnoutA defined process creates consistent growth3. Define Your Ideal Client EarlyIf you don’t define it → you take whoever shows upThat leads to misalignment and slower growth4. People First = Long-Term GrowthRelationships drive retention and referralsAssets follow trust — not the other way around5. Career Design > Career DriftYou don’t “end up” eliteYou intentionally build toward ithttps://gobeelite.com/