Planning for the Next Generation: Insights from Bess Butler Brunson

At The Fiduciary Group, multigenerational planning is more than a service—it's part of our DNA. Few understand that better than Bess Butler Brunson, a third-generation wealth advisor. With deep family roots at TFG and a professional lens on legacy, Bess brings a thoughtful, client-centered perspective to planning for the future.

In this month’s Advisor Q&A, part of TFG Insights, we sat down with Bess to discuss the importance of planning early, the role of values in financial strategy, and what families can do today to set the next generation up for long-term success.

Q: What does it mean to carry on your family’s legacy in wealth management?

Bess: It’s incredibly meaningful to be part of a firm that was founded by my grandfather and led by my father. But what I value most is how the firm has evolved over time. We’ve gone from being a small firm focused on trust and estate work to a full-service wealth management firm. That evolution reflects our commitment to meeting clients where they are and adapting as their needs change. Carrying on the legacy means continuing to evolve while staying grounded in our values.

Q: What lessons have you learned from watching your father and grandfather at work?

Bess: One thing that stands out is the culture they created—a commitment to going above and beyond. That mindset is shared by each person in our firm. There is a shared sense of pride and responsibility to care for our clients. Success is about more than numbers. It’s about building trust and being there for clients when it matters most.

Q: Why is it important for families to start conversations about generational wealth early?

Bess: There’s a saying: "shirt sleeves to shirt sleeves in three generations." Without planning and communication, family wealth often doesn’t last. Starting conversations early helps set expectations, clarify intentions, and build financial literacy in the next generation. It’s not just about transferring assets—it’s about transferring values and a sense of stewardship.

Q: What are some common oversights when transferring wealth to the next generation?

Bess: A big one is failing to bring in the full team—your advisor, CPA, and estate attorney should all be aligned to make the plan effective. Another is avoiding the "why." Families often don’t share the story behind their wealth—how it was built, the sacrifices made. That context helps younger generations respect and manage the inheritance more responsibly.

Q: How can families approach difficult conversations about money?

Bess: I always tell clients to treat financial health like physical health—it’s important to talk about it. Start with something approachable, like your charitable giving goals. That can lead into broader conversations about estate planning or family values. Also, consider holding a family meeting with a clear agenda. It doesn’t have to be overwhelming; it just needs to be intentional.

Q: What makes the biggest difference in a successful generational transition?

 Bess: Planning for incapacity is just as important as planning for death. Conditions like dementia or Alzheimer’s can complicate things if you’re not prepared. Having plans in place is a true gift to your family. 

Q: How do you help clients balance financial strategies and personal values?

Bess: That’s the heart of financial planning. We want the plan to be technically sound—tax-efficient, diversified, well-structured—but it also needs to reflect what matters to the client. We ask questions like, "What are you trying to accomplish? What do you want this legacy to mean?" When those things are aligned, the plan is much more powerful.

Q: What advice do you have for younger clients about financial planning?

Bess: Start early. Your 20s and 30s are foundational years. The habits you form—saving, investing, budgeting—compound over time. It puts you in a much better position later.

Q: How do you see your role evolving as clients bring their families into planning?

Bess: I love working with multigenerational families. It allows us to offer deeper, more comprehensive advice and ensure alignment across generations. We’re doing more trust and estate work, and I see that continuing to grow as we help families think long term.

Q: What excites you most about continuing your family’s legacy at TFG?

 Bess: I’m proud of how far we’ve come. We’ve transformed from a small, family-run firm to a world-class wealth management team. But our goals haven’t changed: to serve clients with care, integrity, and expertise. We may have a larger team and more sophisticated software now, but the heart of what we do is the same. 

Looking Ahead

The future of wealth planning is both personal and collaborative. As Bess reminds us, successful multigenerational planning starts early, includes intentional communication, and reflects far more than numbers alone.

To learn more about TFG’s approach to legacy planning, visit thefiduciarygroup.com or explore Bess’s full bio here.