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12<br />

BUSINESS A.M. FEBRUARY, MONDAY <strong>05</strong> - SUNDAY 11, 20<strong>18</strong><br />

EXECUTIVE KNOWLEDGE SERIES<br />

...Why you should be your own CEO<br />

driving force, and the baby boomer<br />

advisor will do well to hire enough<br />

millennials in their own firm so that<br />

it becomes a diverse group, not the<br />

gray-hair speaking. The millennials<br />

are the children of current clients.<br />

They’re the grandchildren of current<br />

clients. Ignore them at your peril.<br />

Knowledge@Wharton: One of the<br />

biggest challenges that millennials<br />

face is learning about managing<br />

wealth, especially if they happen to<br />

be born in well-off families. One of<br />

your chapters deals with whether<br />

being born into wealth is a blessing<br />

or a curse, and what parents should<br />

do about it.<br />

Beyer: It can be both. One of the<br />

pieces in that chapter talks about<br />

how it’s mighty hard for the acorn<br />

to grow in the shadow of the mighty<br />

oak. It’s a Hungarian proverb. In my<br />

experience, many children who’ve<br />

grown up with enormous wealth or<br />

substantial wealth operated somewhat<br />

at a disadvantage because they<br />

haven’t learned the joy of struggle,<br />

the joy of reaching beyond your<br />

grasp. The parents who allow that<br />

self-sufficiency and working at a job<br />

— not just going on a philanthropy<br />

vacation, but really working and<br />

struggling to accomplish something<br />

— those children and those parents<br />

see the incredible rewards later on.<br />

In terms of learning about money<br />

and learning about wealth management,<br />

the overarching trend is<br />

millennials want money to have<br />

meaning. As (investment consultant)<br />

Charley Ellis so beautifully put<br />

it, “The way you spend your money<br />

is the ultimate manifestation of your<br />

most deeply held values.” Millennials<br />

get that much more intuitively.<br />

They’re not as materialistic or commercially<br />

thrown off and lured by all<br />

the things. They want meaning, and<br />

they want purpose. It’s why impact<br />

investing is on such an enormous<br />

tear right now. It’s not the false siren<br />

of doing good by your investing. It’s a<br />

much more disciplined look at how<br />

can my investments more closely<br />

align with what I value?<br />

Knowledge@Wharton: I’ve heard<br />

it described as the two-pocket<br />

mentality versus the one-pocket<br />

mentality, which used to be that one<br />

pocket was for your business and the<br />

other for philanthropy. Increasingly,<br />

people are starting to realize that it’s<br />

all the same pocket.<br />

Beyer: It’s equivalent to that double<br />

bottom line concept people talk<br />

about in business. You may be<br />

making a fortune, and your bottom<br />

line might look fantastic, but if you<br />

haven’t focused on the other aspects<br />

of business — like the motivation<br />

and engagement of your employees,<br />

the motivation and engagement<br />

loyalty of your customers — it’s a<br />

flash in the pan. It’s not going to last.<br />

Knowledge@Wharton: What advice<br />

would you offer to young women<br />

about how they should manage<br />

money, especially at a time in life<br />

when they may not have a lot to<br />

invest?<br />

Beyer: There are lots of apps out<br />

there and firms that are happy to<br />

help them, and I think some of them<br />

are doing a very good job of combining<br />

education with investing. But<br />

I’ve heard it said often that the best<br />

way that a man becomes a feminist<br />

is by having a daughter. The moment<br />

that daughter begins to grow up, and<br />

the dad sees the good and the bad<br />

of what’s going on out there in our<br />

culture, in our media, he becomes a<br />

feminist, a male champion.<br />

“The overarching trend is millennials<br />

want money to have meaning.”<br />

Women are increasingly feeling<br />

their own power, but culturally it’s<br />

going to take time for that courage<br />

and that confidence to be full<br />

throttle. I was very blessed, and I’m<br />

very grateful that I learned that early<br />

on in my career, but not every young<br />

woman does. I have young women<br />

I mentor who still encounter horrendous<br />

issues in the workplace. But<br />

learning about wealth management<br />

is something that’s probably going to<br />

happen sooner than the incredible<br />

cultural change we might need.<br />

Knowledge@Wharton: Are there<br />

any tools you recommend to help<br />

young women to manage their<br />

wealth better?<br />

Beyer: I don’t like to mention names<br />

because I haven’t done the due diligence,<br />

but there are companies out<br />

there that you can put in $5 a week<br />

and buy stocks. There are companies<br />

that not only are saying, “Come<br />

and be a client,” but they’re saying,<br />

“We’re going to teach you.” They’re<br />

pretty easy to find on Google, and<br />

you can take a look at them. There<br />

are plenty of tools. The question is<br />

whether a young woman takes the<br />

time to do it. My book is trying to encourage<br />

people to realize they don’t<br />

have to become a technical expert.<br />

They merely need to say, “I am the<br />

CEO of my wealth, even if it’s modest,<br />

and I need to step up and make<br />

sure I know who I’m hiring.” Common<br />

sense is very important here.<br />

Knowledge@Wharton: You have<br />

a new chapter in your book about<br />

women and their wallets. Do you<br />

think women investors face different<br />

challenges in managing wealth<br />

than men do?<br />

Beyer: It’s more of a scientific challenge.<br />

Women tend to live longer<br />

than our spouses, and it doesn’t<br />

show any signs of changing. But the<br />

other huge change is that, in many<br />

cases, women represent the primary<br />

breadwinner in the family, and there<br />

are certainly more two-income<br />

households. In a recent study by<br />

Columbia University and Barnard<br />

College that Andrea Turner Moffitt<br />

talks about in her book, Harness<br />

the Power of the Purse, almost twothirds<br />

of women consider themselves<br />

the CFO of their own family.<br />

The piece in the “Women With<br />

Wallets” chapter that I emphasize<br />

is that women want to feel comfortable<br />

with whom they’re working<br />

with, so I give a list of questions and<br />

concerns. A firm they’re interviewing<br />

should distinguish between the<br />

different types of investing and goals<br />

that different women might have. A<br />

newly widowed woman shouldn’t<br />

be stereotyped right in there with a<br />

young career woman who’s single.<br />

Nor should an advisor be so nosy as<br />

to ask, “Do you plan to get married<br />

and have children?”<br />

Knowledge@Wharton: How do you<br />

keep up with all the innovation that<br />

is going on in wealth management?<br />

Beyer: I’m an avid reader, and I have<br />

all my social media alerts coming<br />

to me, besides just the regular daily<br />

news. Then there are a lot of very<br />

smart people who blog and write<br />

and are looking over the horizon at<br />

the future.<br />

“It’s not about the money; it’s about<br />

what we do in our life to bring that joy.”<br />

The other way I stay current is I<br />

love to stay involved with younger<br />

women. The mission of my foundation,<br />

Principle Quest, is to support<br />

women in innovative mentoring and<br />

educational formats. By staying in<br />

touch with these younger women in<br />

their 20s and 30s, I am always struck<br />

by how much I have to learn, how they<br />

view the world, how they look at their<br />

wealth, how they look at relationships.<br />

That’s an enormous boon for me, on<br />

a personal level, to stay in touch with<br />

these women.<br />

I just had a big celebration last<br />

weekend where 54 of the women<br />

who’d been on a Principle Quest<br />

retreat came to a big party, and they<br />

brought their spouses or boyfriends<br />

and partners. We danced. We had fun.<br />

But at the core of that is young and old<br />

need to learn from each other. In our<br />

society, we’ve become so polarized.<br />

The diversity of age and ethnicity is<br />

so vital to a common understanding<br />

and progress on wealth management,<br />

or in any area.<br />

I am the CEO<br />

of my wealth,<br />

even if it’s<br />

modest,<br />

and I need<br />

to step up<br />

and make<br />

sure I know<br />

who I’m hiring<br />

Knowledge@Wharton: There’s so<br />

much innovation and disruption in<br />

wealth management. What do you<br />

think will change, and what will remain<br />

the same?<br />

Beyer: I believe the balance of<br />

power that has been so skewed<br />

toward the provider of the product<br />

or advice will tip, and maybe tip too<br />

far the other way. We all know CEOs<br />

who are too autocratic, don’t listen,<br />

don’t hire the right people. If that<br />

happens, where the investor gains<br />

too much power and is not selfaware<br />

enough to realize the need<br />

to have balance, that would be one<br />

big change. But I think it’s going to<br />

be technology and its incredible gift<br />

to having the human brain and the<br />

way we interact much stronger in<br />

the areas that we need it to be strong<br />

in — whether it’s planning, setting<br />

goals, specifying outcomes. In the<br />

end, wealth is really something that<br />

should bring joy. It’s not about the<br />

money. It’s about what we do in our<br />

life to bring that joy.<br />

This article is republished courtesy<br />

of Knowledge@Wharton. Copyright<br />

Wharton School of the University of<br />

Pennsylvania.

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