Wealth fades, but the impact of living by your values can ripple for generations.
In this episode of The Purpose-Focused Advisor, I’m joined by Morgan Nichols, CEO of Life Branch Wealth Partners, a second-generation financial advisor, and co-author of Intentional Legacy. Morgan’s journey started early—helping in her parents’ practice at eight years old—and evolved into leading a multi-state team that serves high-net-worth clients with a deep focus on values.
We explore what legacy really means—beyond estate documents—to the everyday decisions that shape how you’re remembered. Morgan shares how to engage multiple generations in the planning process, why advisors should help clients define their top five values, and how to build a client experience that stays relevant across decades.
Morgan doesn’t just run a practice. She builds a movement—connecting wealth and values so clients live in alignment with what matters most. For financial advisors who want to lead with purpose, her story is a roadmap to growing a business that’s as intentional as it is impactful.
Key Takeaways:
- Legacy Beyond the Will (03:44) – True legacy is built from the cumulative decisions you make over a lifetime, not just estate plans.
- The Top Five That Matter Most (07:53) – Helping clients identify their five core values creates a foundation for authentic, meaningful advice.
- Know Us Before You Need Us (11:31) – Building relationships with clients’ children before they need help strengthens intergenerational trust.
- Coaching Is the Future (15:03) – Behavioral financial advice is where advisors add irreplaceable value in an age of AI and automation.
- Stay in Touch Year-Round (22:18) – A high-touch, well-structured communication plan ensures clients feel supported between meetings.
Morgan Nichols: “I want our clients’ children to know us before they need us, because at the time they need us, if that relationship isn’t there, it’s not ideal.”
Rob Brown: “Serving parents doesn’t guarantee the kids will follow. Intergenerational work only happens when you’re intentional about building those relationships.”
About Morgan Nichols: Morgan Nichols is the CEO of LifeBranch Wealth Partners, an Ameriprise Private Wealth Advisory Practice. She is a seasoned financial advisor who believes that wealth is more than just numbers—it’s about creating an intentional legacy that reflects your values and secures your family’s future. Morgan brings a comprehensive and strategic approach to financial planning, specializing in advanced tax strategies, executive compensation, and guiding high-income earners through pivotal transitions. Her practice is especially attuned to the needs of the “sandwich generation”—those managing both aging parents and growing children—empowering them with clarity and confidence.
Connect with Morgan Nichols:
Website: http://www.lifebranchwealth.com/
LinkedIn: https://www.linkedin.com/in/morganenichols
Book: Intentional Legacy: http://intentionallegacybook.com/
Get your copy of Rob’s new book, The Truest Fan Blueprint — It’s a practical, story-driven guide to help you focus on what matters most in your business and your life, so you can achieve your biggest goals without losing sight of who you are.
Order now at TruestFanBlueprint.com and start putting the blueprint into action today.
Connect with Rob Brown:
Website: https://truestfan.com/
LinkedIn: https://www.linkedin.com/in/truestfan/