Show Notes
How do you build a client-first financial firm from the ground up—and keep it human at scale?
In this episode of Sterling Insights, Roger sits down with Susie Cranston, President and COO of Crescent, a $65+ billion multifamily office and private investment firm. Together, they explore what it takes to deliver deeply personalized wealth management at scale, sharing valuable insights and practical tips for leaders, founders, and families navigating complex financial landscapes. Susie draws from decades of experience at McKinsey, First Republic, and now Crescent to discuss the power of culture, the evolution of client expectations, and how RIAs are reshaping wealth advisory. This episode is a must-listen for ultra-high-net-worth families, founders approaching liquidity, and professionals building modern client-first financial firms, providing both knowledge and tools to navigate this important subject. Key Takeaways:
● 💼 Client-First DNA: Crescent’s model was literally built by clients, for clients, offering flexibility that traditional banks can’t match. ● 🏛️ RIAs vs. Banks: Regulatory constraints limit the services banks can provide—RIAs like Crescent offer broader, deeper support in tax and private investing. ● 🔍 Fit Over Size: Crescent’s ideal client isn’t just about net worth—it’s about mindset and the desire for holistic, customizable support. ● 🧑🤝🧑 Team Culture Drives Client Success: Exceptional service starts with exceptional culture—Crescent prioritizes servant leaders and long interview processes to build elite teams. ● 📈 Scale Matters—for the Right Reasons: Being “industrial-grade” at $50B+ AUM allows for better infrastructure, tech, and access—without losing the boutique client feel. Quotes from Susie Cranston:
● “Our origin story is unique—we were built by clients, for clients.” ● “You can’t outsource culture. It’s the best predictor of organizational success.” ● “We aim to be the co-pilot in a family's financial life—scaling with them across the journey.” 🔗 Crescent offers what most firms can’t: customized service backed by enterprise-level infrastructure. Learn more at crescentcapital.com and tune into this episode to see what the future of wealth management looks like.
Learn more about your ad choices. Visit megaphone.fm/adchoices
More from Business Insights
Mike Milligan is the founder of OneOak Financial, an author, financial strategist, and entrepreneur who has built an Inc. 5000 company with a 30-plus-person team serving clients across the United States. His approach to financial planning emphasizes tax strategy alongside investments and retirement planning.
Estate planning is about more than documents—it’s about making sure your assets, advisors, and intentions actually work together.
Joshua Kreitzman, CPA and owner of Kreitzman & Company, brings more than 20 years of experience spanning financial management, nonprofit leadership, entertainment production, and business advisory work. His firm serves hundreds of businesses and individuals, with particular experience working with contractors, construction companies, and family-owned businesses.
Marcelino Dodge is an Enrolled Agent, Certified Tax Representation Consultant, and founder of Cash Tracks Financial and Panther Tax Resolution, helping individuals and business owners resolve tax problems and plan more effectively.
Jason Wiggam is the founding partner of Wiggam Law, an Atlanta-based tax controversy firm representing individuals, business owners, executives, and investors in disputes with the IRS and state tax authorities. His firm serves clients nationwide and has grown from a two-person operation to a team of 50.