Written By
Ian Sale, Partner | President | Chief Operating Officer
When I accepted the role of President and COO at Sendero, I knew I was joining a firm with a reputation for excellence. What I didn’t fully appreciate at the time was the depth of care and commitment that defines how we serve our clients. We deliver more than investment solutions—we take the time to build trust, form genuine partnerships, and invest in each client’s long-term success. Each family we serve has its own values, needs, and aspirations, and Sendero takes the time to understand each of them and cultivate deep, lasting client relationships.
Seeing Sendero Through Two Lenses
In my first months, I had the privilege of observing our team in action. I saw advisors who didn’t just check boxes or deliver reports. They listened, asked thoughtful questions, and worked tirelessly to understand each client’s unique situation. Every day, I see Sendero’s core values—Family, Trust, Honor, Respect, and Service—brought to life in the way our team shows up for those we serve.
At Sendero, a large “family table” fills our office kitchen area. This is where we eat most of our lunches, sitting together as a team and as a family. I saw employees from across the firm gather there, laughing, sharing stories, catching up about work, and poking fun at each other. An accent wall in the kitchen is covered with quotes from one of our founders, Fred Middleton—sayings like, “Do the right thing every day, even if it hurts,” “Always leave a client with something positive,” “You are investing in memories,” and the unforgettable “Don’t squat with your spurs on.” Sendero’s culture has been built over decades and is both pervasive and genuine.
That experience sparked a conversation at home. My wife and I asked ourselves: If this is how Sendero treats its employees and clients, why would we trust anyone else with our wealth? So, we made the decision to become clients ourselves.
Why We Made This Decision
For us, the choice wasn’t about convenience; it was about trust. We wanted to work with a team that approaches every engagement with care and precision. We wanted to experience the same confidence that so many of our clients describe when they talk about Sendero. And frankly, we wanted to put our money where our values are.
What I Learned as a Client
When I first approached our CEO, Elizabeth Crawford, about becoming a client, she said, “We would be honored to take care of your family in that way. When can your wife come in for an introductory meeting?” That, alone, was eye-opening. None of my prior investment advisors had ever made an effort to get to know my wife or truly understand my family. During our meetings, Sendero encouraged deep, meaningful, and frankly, tearful discussions. As close as we are, my wife and I learned a great deal more about each other during the meetings, and we gained a much better understanding of the full meaning of wealth and what it represents for our family, our values, and our aspirations.
Since then, I have experienced the same thoughtful onboarding process, the same proactive communication, and the same sense of partnership that our clients rave about. This perspective has only reinforced what I already believed: we see wealth as a holistic concept that transcends money, and we give clients the confidence of knowing that they are not alone in navigating the complex work of growing and preserving it.
How This Shapes My Leadership
Experiencing Sendero as both a leader and a client has deepened my commitment to our mission. It reminds me that every decision we make ultimately impacts families who are counting on us. Every investment in talent, every improvement in process, every system upgrade must support our mission and align with our clients’ best interests.
As we look to the future, my goal is simple: to ensure that every client feels what I have felt—confidence, trust, and partnership. Because when we deliver that, we improve lives, strengthen our community, and build relationships that endure.
Important Disclosures
The author is a current employee of Sendero Wealth Management, LLC (“Sendero”) and a current advisory client of Sendero. Accordingly, this article constitutes a testimonial under Rule 206(4)‑1. The author is compensated by Sendero for their employment. No separate compensation was paid for preparing or publishing this article. The employment compensation presents a material conflict of interest because the author has a financial relationship with Sendero.
The information provided is for informational purposes only and is not an endorsement or recommendation of Sendero’s services or performance. The experience described is personal to the author and may not be representative of other clients’ experiences. Investment in the firm’s services involves risk, and there is no guarantee of future performance or success.
More information about Sendero, including its Form ADV Part 2A, the Form CRS Relationship Summary, fees, services, and conflicts of interest, is available at www.sendero.com.
