In an industry often dominated by spreadsheets, valuations, and portfolio performance, what if the most important question you could ask your client was: What do you value most in life?

In this episode of Visionary Advisor, Glenn Spencer—CEO of Prime Capital—shares the five personal values that have guided his life, leadership, and legacy for over 30 years. From candid family conversations to structuring an ownership model rooted in trust and equality, Glenn offers a rare blueprint for how values can guide everything from business decisions to estate plans.

This episode will help you spark deeper conversations with clients, guide generational legacies with clarity, and reframe your role as more than a financial expert—but as a trusted steward of purpose.

Why This Episode Will Change the Way You Advise Families

• How Glenn's 30-year commitment to living his values offers a blueprint for clarity in leadership and legacy
• Why most estate plans miss the mark—and how values can bring deeper meaning to generational planning
• What to ask clients to move from vague goals to values-based action
• How values influence culture, ownership, and succession decisions—and why alignment matters more than terms
• How to build trust by helping clients articulate what really matters in their lives

Notable Quotes from Glenn Spencer

"If I can live my life according to these five things, I’ll be a more consistent human being—and at the end of the day, that’s what people want. They want consistency."

"Purpose-driven advisors and purpose-driven organizations perform better. Period. That’s what the data says, and it’s what I’ve lived."

"When I’m in a difficult situation—whether it’s about being candid with someone or being transparent when it feels risky—I go back to my values to guide me."

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