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The Elite Financial Advisor Podcast With Sten Morgan

The Elite Financial Advisor Podcast With Sten Morgan

By: Sten Morgan
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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.

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Episodes
  • 252 Wes Young & Gavin Filasek / From Chasing Prospects to Creating Demand

    252 Wes Young & Gavin Filasek / From Chasing Prospects to Creating Demand
    Sep 25 2026
    This is Part 2 of our prospecting roundtable. If you missed Part 1, go back and start with Episode 234.In this roundtable episode of the Elite Financial Advisor Podcast, Sten Morgan, CFP®, ChFC®, gets the band back together with Wes Young, Founder and CEO of Wes Young & Associates, and Gavin Filasek, Co-Founder and Partner of Highland Wealth, to get practical about prospecting: how to stop chasing prospects and start creating demand. Prospecting is one of the three pillars of EAN's Elite Model, alongside communication and building a financial plan, and this conversation goes deep on it.They open on the thing most producers get wrong - balance - and why you need a 90-day family plan, not just a business plan. Then they dig into how fee-based planning turns call-outs into call-ins, how each of them prices and structures their service models, and why "never a thousand" is a rule worth keeping.The heart of the episode is process and language: the three-part way to answer "what do you do?" so you are memorable and magnetic, why your process is what makes clients refer you, and the weekly system Gavin's team runs to drive growth instead of letting the market dictate it.As Gavin puts it: "I used to have to call out. Now they call in."In This EpisodeStop chasing, start creating demand: why fee-based planning turns call-outs into call-ins.You need a 90-day family plan, not just a business plan. You will not default your way into great relationships.How to answer "what do you do?" in three parts so you are memorable, not forgettable.Pricing and service models: flat fees, annual retainers, and why "never a thousand."Build a weekly prospecting system and a scorecard, and do not let the market dictate your growth.Episode Timestamps00:00 - The band is back together00:40 - Balance, seasons, and guardrails02:00 - The 90-day family plan06:00 - Blending work and life instead of "balance"08:30 - Getting practical on prospecting09:20 - How fee-based planning creates call-ins11:00 - Using planning to earn the AUM and insurance work12:30 - Pricing: Gavin's flat fees (6k, 12k, 24k)14:00 - Wes on annual retainers and moving every client to them16:00 - The juice has to be worth the squeeze17:10 - Why process is the foundation of demand18:00 - Mid-years, year-ends, and strategy summaries19:00 - Answering "what do you do?" in three parts23:00 - Don't give a label or a book report24:00 - Gavin's weekly team prospecting system27:00 - Don't be an "ask-hole": how to ask for introductions29:00 - Don't let the market dictate your growth31:00 - Give value with ideas: the book-and-quote move33:00 - Put yourself where your ideal clients areMissed Part 1? Start There:This is the second half of our prospecting roundtable with Wes Young and Gavin Filasek. If you have not heard Part 1 (Episode 234), listen to it first.Listen to Part 1 here:https://podcasts.apple.com/us/podcast/the-elite-financial-advisor-podcast-with-sten-morgan/id1601321140Get the Free Episode Companion Guide:Want the cheat sheet for this episode? We turned the biggest ideas into a one-page companion guide - the demand-creation playbook, core insights, and three action steps.Grab your free copy here:https://gobeelite.com/elite-advisor-podcast-companion-page?utm_source=shownotes&utm_medium=podcast&utm_campaign=ep_252_young_filasekFree Resources for Financial Advisors:Want to become a more elite advisor? Get 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=shownotes&utm_medium=podcast&utm_campaign=ep_252_young_filasekGet 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=shownotes&utm_medium=podcast&utm_campaign=ep_252_young_filasekAttend Elite Advisor Live:Elite Advisor Live is our in-person training where advisors get the reps, feedback, and proven system to start charging for advice and clearly communicate their value.Learn more about Elite Advisor Live here:https://www.eliteadvisorlive.com?utm_source=shownotes&utm_medium=podcast&utm_campaign=ep_252_young_filasekJoin Elite+:Elite+ is for advisors who are done dabbling and ready to become Elite. Inside Elite+, you get proximity, accountability, real-time coaching, and a complete operating system to help you remove resistance and grow at a higher level.Join Elite+ here:https://eadvisornetwork.com/join-ean?utm_source=shownotes&utm_medium=podcast&utm_campaign=ep_252_young_filasekConnect With Elite Advisor NetworkWebsite: https://www.eliteadvisornetwork.com?utm_source=shownotes&...
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    37 mins
  • 251 Larry Shumbres / SEO Is Changing. Financial Advisors Need to Learn AEO.

    251 Larry Shumbres / SEO Is Changing. Financial Advisors Need to Learn AEO.
    Sep 18 2026
    In this episode of the Elite Financial Advisor Podcast, Sten Morgan, CFP®, ChFC®, sits down with Larry Shumbres, Founder and CEO of Archive Intel, to unpack a shift most advisors have not caught up to yet: the move from SEO to AEO (Answer Engine Optimization), and what it takes to get found when your next client asks ChatGPT or Claude for an advisor.Larry shares his path from IBM and Wall Street to building compliance technology, and why he believes compliance is not just a box to check but the thing that frees advisors to grow. They dig into why so many advisors leave growth on the table by avoiding the apps clients actually use - text, WhatsApp, TikTok, Reddit - and how modern archiving makes those channels safe.Then they get practical on AEO: why generic "top five retirement tips" content will not rank, why specificity about who you serve and how is what answer engines reward, and how tools like Claude can help you build the content that gets you surfaced.As Larry puts it: "If you're doing everything every other advisor is doing, you're not going to rank higher on AEO."In This EpisodeSEO to AEO: how getting found is changing now that clients ask AI, not just Google, for an advisor.Why specificity wins. Generic content does not rank; naming exactly who you serve and how does.Compliance is not the afterthought. It is what frees you to grow into new channels.Meet clients where they already are - text, WhatsApp, TikTok, Reddit - and archive it so it is safe.Use AI like Claude to build the content that ranks in answer engines.Episode Timestamps00:00 - Introduction and the heat wave01:20 - From IBM and Wall Street to fintech and compliance04:00 - Turning around a failed startup, then building Archive Intel05:30 - Where AI actually saves time (and why you keep a human in the loop)06:20 - Always raising the bar: the founder's drive07:20 - Was AI a thing years before the rest of us saw it?09:40 - The growth advisors leave on the table by avoiding apps11:30 - When advisors realize they need to archive texts13:20 - Compliance as a growth enabler, not just protection14:10 - The "easy button" for compliance and marketing review17:10 - Scaling the compliance officer with AI review20:00 - What is hardest right now: more apps, more channels21:30 - SEO vs AEO: getting found when clients ask AI23:40 - Why specific content ranks and generic content does not25:50 - Matching the right advisor to the right client28:30 - Which advisors will adapt, and where to start with ClaudeGet the Free Episode Companion Guide:Want the cheat sheet for this episode? We turned the biggest ideas into a one-page companion guide - the SEO-to-AEO playbook, key takeaways, and three action steps.Grab your free copy here:https://gobeelite.com/elite-advisor-podcast-companion-page?utm_source=shownotes&utm_medium=podcast&utm_campaign=ep_251_larry_shumbresFree Resources for Financial Advisors:Want to become a more elite advisor? Get 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=shownotes&utm_medium=podcast&utm_campaign=ep_251_larry_shumbresGet 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=shownotes&utm_medium=podcast&utm_campaign=ep_251_larry_shumbresAttend Elite Advisor Live:Elite Advisor Live is our in-person training where advisors get the reps, feedback, and proven system to start charging for advice and clearly communicate their value.Learn more about Elite Advisor Live here:https://www.eliteadvisorlive.com?utm_source=shownotes&utm_medium=podcast&utm_campaign=ep_251_larry_shumbresJoin Elite+:Elite+ is for advisors who are done dabbling and ready to become Elite. Inside Elite+, you get proximity, accountability, real-time coaching, and a complete operating system to help you remove resistance and grow at a higher level.Join Elite+ here:https://eadvisornetwork.com/join-ean?utm_source=shownotes&utm_medium=podcast&utm_campaign=ep_251_larry_shumbresConnect With Elite Advisor NetworkWebsite: https://www.eliteadvisornetwork.com?utm_source=shownotes&utm_medium=podcast&utm_campaign=ep_251_larry_shumbresPodcast: 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 #...
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    22 mins
  • 250 Sten Morgan / PlanScore: The Advisor of the Future Sells a Process that Gets Results

    250 Sten Morgan / PlanScore: The Advisor of the Future Sells a Process that Gets Results
    Sep 11 2026
    In this solo episode of the Elite Financial Advisor Podcast, Sten Morgan, CFP®, ChFC®, introduces PlanScore - the software his team built to deliver financial plans clients actually understand - and shares the journey that took him from selling products to selling a process.Sten walks through his path into the business on the insurance and AUM side, the moment he realized advisors could get paid for their time and ideas, and the roadblocks he hit adding financial planning: it was heavy, slow, and hard to scale. His answer became a mantra - maximum value with extreme efficiency - and a clear framework for what a complete financial plan actually covers.He breaks down the categories every plan should include, why scoring each one from 1 to 5 turns a plan into something clients can see and act on, and why the advisor of the future is a communicator and coach who sells a process, not a product.As Sten puts it: "The advisor of the future delivers a process, not a product."Try PlanScore Free (Code: PODCAST):PlanScore helps you build financial plans people actually understand - the complete-plan framework, a simple 1-to-5 scoring rubric, and a proposal built for you, so you deliver maximum value with extreme efficiency. Start your free trial and use code PODCAST for your first month free.Get PlanScore here:https://www.planscore.com/?utm_source=shownotes&utm_medium=podcast&utm_campaign=ep_250_planscoreIn This EpisodeMaximum value with extreme efficiency: deliver a plan that feels like it took 30 hours in an hour or less.You can get paid for your process. When clients pay for advice, they value it and actually follow through.Define a complete plan. A cash flow report and a Monte Carlo is not a plan; do not let clients believe a collection of products is one.Score every category from 1 to 5 (red, orange, green). Clients do not want to be red, and now they can see the path to green.The advisor of the future is a communicator and coach who sells a process, not a product.Episode Timestamps00:00 - Launching PlanScore, and why we built it00:40 - Maximum value with extreme efficiency01:30 - Starting in insurance: trained to sell products02:27 - The business owner I tried to talk out of his own business03:30 - Moving to AUM: still gated by "do you have money to invest?"04:00 - The $5,000 onboarding fee that broke my brain05:00 - My first paid plan: $1,500 for 12 months06:00 - Adding planning slowed the rest of the business07:30 - Deciding what kind of advisor I wanted to be08:30 - Where it broke down: expectations and the deliverable10:00 - Simplicity is a gift: a plan people understand11:00 - The categories of a complete financial plan13:00 - Scoring each category 1 to 5 (red, orange, green)15:00 - Building a plan in an hour instead of ten17:00 - Pricing and the average planning fee19:00 - Service models: 3-month, 12-month, and AUM-only22:00 - PlanScore Light: re-energizing existing clients25:00 - The advisor of the future sells a process27:00 - Try PlanScore with code PODCASTGet the Free Episode Companion Guide:Want the cheat sheet for this episode? We turned the biggest ideas into a one-page companion guide - the complete-plan framework, key takeaways, and three action steps.Grab your free copy here:https://gobeelite.com/elite-advisor-podcast-companion-page?utm_source=shownotes&utm_medium=podcast&utm_campaign=ep_250_planscoreFree Resources for Financial Advisors:Want to become a more elite advisor? Get 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=shownotes&utm_medium=podcast&utm_campaign=ep_250_planscoreGet 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=shownotes&utm_medium=podcast&utm_campaign=ep_250_planscoreAttend Elite Advisor Live:Elite Advisor Live is our in-person training where advisors get the reps, feedback, and proven system to start charging for advice and clearly communicate their value.Learn more about Elite Advisor Live here:https://www.eliteadvisorlive.com?utm_source=shownotes&utm_medium=podcast&utm_campaign=ep_250_planscoreJoin Elite+:Elite+ is for advisors who are done dabbling and ready to become Elite. Inside Elite+, you get proximity, accountability, real-time coaching, and a complete operating system to help you remove resistance and grow at a higher level.Join Elite+ here:https://eadvisornetwork.com/join-ean?utm_source=shownotes&utm_medium=podcast&utm_campaign=ep_250_planscoreConnect With Elite Advisor NetworkWebsite: https://...
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    29 mins
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