From Wealth Manager to Wealth Advocate with Shauna Mace
This week, Jack Sharry talks with Shauna Mace, Managing Director and Head of Practice Management at SEI, where she also leads the SEI Growth Lab. Shauna began her career helping run a small RIA outside Philadelphia, later founded her own consulting practice, and now works with hundreds of advisory firms each year on growth, scale, client experience, talent, and leadership. Jack and Shauna explore the “fifth act” of advice, a framework for where the industry is headed and how the advisor’s role evolves within it. Shauna argues that with investment products, planning tools, and information now accessible to nearly everyone, firms can no longer differentiate by adding services. Value shifts to outcomes: behavior change, progress toward life goals, and a client experience that is consistent, personalized, and scalable. They discuss why organic growth remains a struggle, what the fastest-growing firms get right, from specialization and digital presence to building a culture where growth doesn’t rest on one person, and the three questions Shauna uses to shape a firm’s growth strategy. She also shares how she thinks about AI as an accelerator for whatever a firm is already trying to do. In this episode: (00:00) - Intro (01:47) - Shauna’s path into practice management (03:56) - How SEI’s practice management team and Growth Lab reach advisors (06:41) - What the “fifth act” of financial advice means (09:10) - Why the shift from wealth manager to wealth advocate is happening now (12:27) - Measuring advisor value through behavior, progress, and experience (13:18) - The organic growth challenge and how the Growth Lab toolkits work (15:57) - What the fastest-growing firms do differently (17:57) - Breaking through the capacity wall with talent, culture, and partners (20:48) - Three questions that shape a strong organic growth strategy (24:40) - Where AI fits as an accelerator for growth and scale (25:37) - Shauna’s interests outside of work Quotes “Delivering value is going to really be about outcomes. It’s going to be about providing context, connecting dots. It’s not just outputs. People can get outputs.” ~ Shauna Mace “The more specific that you can be on who you want to grow with, the more you’re going to amplify your ability to reach them and be relevant to them.” ~ Shauna Mace “Growth is a cultural thing. It’s a mindset. It’s not one person’s responsibility.” ~ Shauna Mace Links Shauna Mace on LinkedIn SEI Growth Lab Connect with our hosts LifeYield Jack Sharry on LinkedIn Jack Sharry on X Subscribe and stay in touch Apple Podcasts Spotify LinkedIn X Facebook




