EPISODE · Jan 13, 2026 · 44 MIN
What HNW Families Actually Want from the Great Wealth Transfer
from Visionary Advisor · host Totalfamily.io
Harris Poll data shows what HNW families expect from the great wealth transfer, and most advisors are missing the mark on what those families care about most. The research makes clear that values, relationships, and legacy conversations rank higher in client priorities than the financial mechanics of wealth transfer. Advisors who understand this shift are far better positioned to retain rising gen clients.Most wealth advisors think they understand how different generations view legacy and the great wealth transfer. New research from The Harris Poll shows how wrong some of those assumptions can be.In this episode of Visionary Advisor, Alex Kirby, founder of Total Family, sits down with Jennifer Musil, Global President of Custom Research, and Melissa Schweizer, SVP of Financial and Professional Services at The Harris Poll, to unpack findings from America’s Great Wealth Transfer report and a custom legacy study conducted through the lens of the five forms of family capital.The conversation reveals a powerful shift: while money still matters, the rising generation defines legacy in far more human terms. Well-being, personal development, values alignment, and emotional trust now sit at the center of how heirs think about wealth — and whether they stay with their parents’ advisors or leave.This episode challenges advisors to rethink how they approach legacy, communication, and relationship-building ahead of the largest intergenerational wealth transfer in history.What You’ll Learn in This Episode• Why legacy goes beyond financial, with human capital ranking highest in perceived importance • How younger generations define the purpose of wealth differently than prior generations • Why values misalignment and weak personal relationships drive advisor switching risk • What heirs actually want from advisors during and after the wealth transfer • How communication and collaboration shape trust before money ever changes handsNotable Quotes“Legacy goes beyond financial. Human capital rose to the top with 83% saying well-being and development of each family member is a significant contributor to their legacy.”“This is a story about humans wanting to work with other humans and have a relationship.”“Even when people have to pick just one, three quarters say something else other than money matters most.”“Technology can explain the mechanics, but it can’t carry the emotional weight of inheritance.”ResourcesAmerica’s Great Wealth Transfer Report — The Harris Poll https://theharrispoll.com/insights-news/reports/americas-great-wealth-transfer/Full Report PDF https://drive.google.com/file/d/1VV152oN7hStk0YItdZ6f6QCjAJdKlM72/view?usp=sharing Custom Legacy Study: Perceptions of Legacy Go Beyond Financial — The Harris Pollhttps://drive.google.com/file/d/1TGhbwsUg-eiHfeU574BeO7f8uCqsKocg/view?usp=sharingSend us feedbackStay 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
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Harris Poll data shows what HNW families expect from the great wealth transfer, and most advisors are missing the mark on what those families care about most. The research makes clear that values, relationships, and legacy conversations rank higher in client priorities than the financial mechanics of wealth transfer. Advisors who understand this shift are far better positioned to retain rising gen clients. Most wealth advisors think they understand how different generations view legacy and t...
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What HNW Families Actually Want from the Great Wealth Transfer
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