Episode 35: Centered Leadership in Wealth Management

How do you build a client-first financial firm from the ground up—and keep it human at scale?In this episode of Sterling Insights, Roger sits down with Susie Cranston, President and COO of Cresset, a $65+ billion multifamily office and private investment firm. Together, they explore what it takes to deliver deeply personalized wealth management at scale, sharing valuable insights and practical tips for leaders, founders, and families navigating complex financial landscapes. Susie draws from decades of experience at McKinsey, First Republic, and now Cresset to discuss the power of culture, the evolution of client expectations, and how RIAs are reshaping wealth advisory. This episode is a must-listen for ultra-high-net-worth families, founders approaching liquidity, and professionals building modern client-first financial firms, providing both knowledge and tools to navigate this important subject. Key Takeaways:● 💼 Client-First DNA: Cresset’s model was literally built by clients, for clients, offering flexibility that traditional banks can’t match.● 🏛️ RIAs vs. Banks: Regulatory constraints limit the services banks can provide—RIAs like Cresset offer broader, deeper support in tax and private investing.● 🔍 Fit Over Size: Cresset’s ideal client isn’t just about net worth—it’s about mindset and the desire for holistic, customizable support.● 🧑‍🤝‍🧑 Team Culture Drives Client Success: Exceptional service starts with exceptional culture—Cresset prioritizes servant leaders and long interview processes to build elite teams.● 📈 Scale Matters—for the Right Reasons: Being “industrial-grade” at $50B+ AUM allows for better infrastructure, tech, and access—without losing the boutique client feel. Quotes from Susie Cranston:● “Our origin story is unique—we were built by clients, for clients.”● “You can’t outsource culture. It’s the best predictor of organizational success.”● “We aim to be the co-pilot in a family's financial life—scaling with them across the journey.” 🔗 Cressent offers what most firms can’t: customized service backed by enterprise-level infrastructure. Learn more at cressentcapital.com and tune into this episode to see what the future of wealth management looks like. Learn more about your ad choices. Visit megaphone.fm/adchoices