The Efficient Advisor: Tactical Business Advice for Financial Planners 297: Charge What You’re Worth: Sten Morgan’s Blueprint for Confident, Value-Driven Advising
Aug 12, 2025
Financial advisor and coach Sten Morgan shares insights on redefining value in advisory services. He emphasizes the importance of charging for advice, not products, and offers practical steps for effective communication and trust-building. Sten discusses the transition from a scarcity to an abundance mindset, showcasing techniques like whiteboarding to simplify complex strategies for clients. He also explores how to create impactful business models that prioritize meaningful client relationships, blending strategy with heart to empower advisors to recognize and communicate their true worth.
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From Intern To Entrepreneur
- Sten started in an insurance internship, moved through broker-dealers, and then founded Legacy to do financial planning differently.
- He turned early lessons and rapid growth into coaching and a client-first practice model.
Shift Scarcity To Abundance
- Sten moved from a scarcity mindset to sharing and coaching other advisors to accelerate his growth.
- He found community and teaching replaced hiding secrets and expanded his impact.
Charge For Your Ideas
- Sten recommends getting paid for your time and ideas rather than primarily for products.
- He frames the advisor as the product and says being in the room creates the core value clients pay for.
