TFG Spotlight: Bess Butler Brunson, CFP®, CTFA

For Bess Butler Brunson, wealth management is more than a profession—it’s a calling rooted in family history. As the third generation of her family to serve clients at The Fiduciary Group, she proudly follows in the footsteps of her grandfather, who founded the firm, and her father, who serves as its current CEO.

This continuity gives her a unique perspective—one that blends the firm’s steadfast principles with a modern understanding of client needs. Bess approaches every relationship with a deep sense of stewardship, recognizing that each financial decision impacts not only today’s goals but also the generations to come. 

“Carrying on the legacy means continuing to evolve while staying grounded in our values,” she says.

Recently, Bess added another chapter to her own family story with the arrival of her son, Malcolm Gregory Brunson, born August 6, 2025. 

Lessons from Generations Past

Growing up, Bess had a front-row seat to the way her father and grandfather led the firm. She saw firsthand how trust is built—not through a single conversation or transaction, but through years of consistency, empathy, and sound advice.

Those early lessons have shaped her approach today. For Bess, numbers matter, but the real measure of success is the confidence and peace of mind a client feels when their financial life is in order. 

“There’s a shared sense of pride and responsibility here,” she says. “Success is about more than numbers.”

She believes the firm’s culture—marked by professionalism, care, and a commitment to doing what’s right—has been its most enduring advantage across decades of market change.

Planning for the Next Generation

One of Bess’s primary focuses is guiding families through the often complex process of legacy planning. While financial projections and estate structures are important, she believes the conversations about values, priorities, and purpose are what truly shape a family’s long-term success.

“It’s not just about transferring assets—it’s about transferring values,” she explains. 

That might mean helping parents articulate the principles that guided their own success, preparing children to manage wealth responsibly, or designing charitable giving strategies that reflect a family’s passions.

For Bess, the goal is to ensure that wealth serves as a tool for impact, rather than a source of uncertainty or conflict.

A Thoughtful, Team-Based Approach

Bess champions collaboration among a client’s full advisory team. She encourages clients to bring wealth advisors, CPAs, estate attorneys, and other key professionals into the same conversation to align goals, strategies, and next steps.

She also believes in normalizing financial conversations within families—especially when the topics are challenging. 

“It’s important to talk about financial health just like physical health,” she says. 

Honest discussions can help prevent misunderstandings and set clear expectations for the future. By fostering open communication, Bess helps families make informed decisions with confidence.

Balancing Values and Strategy

Technical expertise is a given in wealth management—but for Bess, it’s equally important to understand the “why” behind every recommendation. She works closely with clients to design portfolios and planning strategies that are not only diversified, but also aligned with the life they want to live.

“When the plan reflects what matters to the client, it becomes much more powerful,” she notes. 

This approach ensures that the numbers on a balance sheet translate into meaningful outcomes—whether that’s supporting a cause, funding a family business, or providing for future generations.

Looking Ahead

Bess anticipates continued growth in trust and estate planning as more families involve younger generations in financial discussions earlier. She’s committed to guiding these conversations with the same care, integrity, and forward-thinking perspective that have defined her family’s work at The Fiduciary Group for decades.

Her mission is clear: to help clients build enduring legacies—grounded in values, supported by strategy, and designed to last for generations.

Learn more about Bess’s role and experience: Meet Bess Butler Brunson, CFP®, CTFA.