Crafting a charitable giving strategy isn’t just about tax efficiency—it’s a way for clients to define the deeper purpose of their wealth. When advisors center generosity in both planning conversations and firm culture, they can strengthen relationships and attract values-driven clients. This episode explores how integrating charitable intent into financial planning not only expands impact, but also fuels practice growth.
Zac Larson is the co-founder of IntentGen Financial Partners, a hybrid advisory firm based in Naperville, Illinois, managing $550 million in AUM for 895 households. Listen in as Zac shares how he positions clients as “engaged partners” by focusing not just on net worth but on “net impact,” as well as how he uses working conversations about priorities and passions to uncover giving opportunities. You’ll learn how IntentGen tracks and publishes the charitable donations it facilitates to build community trust, why the firm built its pod structure to expand advisor capacity, and how its flat-fee-plus-AUM model supports a wide range of engaged clients. Zac also reflects on hosting community fundraising events, offering personal touches like client phone calls, and why building around generosity has been key to attracting aligned clients and creating lasting impact.
For show notes and more visit: https://www.kitces.com/461
