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The Game-Changing Advisor

Become the advisor your prospects & clients trust, hire, and refer.

People don’t care how much you know until they know how much you care. Our human-centered approach, rooted in genuine trust and a deep understanding of your values and beliefs, sets the stage for unparalleled success.

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The Game-Changing Advisor

How to Become the Advisor Your Prospects Trust, Hire and Refer

In his new, international best-selling book, Steve Manuel reveals: The “secret” to achieving long-term success as a financial advisor is really no secret. It all comes down to a few fundamentals. The challenge is that you may not be playing at your highest potential. To unlock your potential, you need a new strategy: one that harnesses the power of alignment to drive your passion for the financial advice game.

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Podcast Insights: Those who prefer to listen can access insightful discussions on key topics from the book here:


Podcast Episode Summaries

  • Introduction & Chapter 1: This episode covers the book's introduction and first chapter, establishing that the trust of the client, rooted in strong personal values and a positive company culture, is the most critical asset for a financial advisor.  _________________________________________________________________________________________________________________________________

  • Chapters 2 & 3: Based on the second and third chapters, Steve Manuel explains how to transform ambitious dreams into actionable goals and how aligning your passion with your actions can turn potential failures into opportunities for success.  _________________________________________________________________________________________________________________________________

  • Capters 4 & 5: Drawing from the fourth and fifth chapters, this episode explores how advisors can build self-discipline through manageable habits and effectively balance the different professional roles they must play with the help of coaching.    _________________________________________________________________________________________________________________________________

  • Chapter 6: In this discussion of the sixth chapter, Steve emphasizes that building deep, trust-based relationships requires understanding that clients often make decisions with their hearts using data-driven strategies to uncover unique opportunities.  _________________________________________________________________________________________________________________________________

  • Chapters 7 & 8: This episode, covering the seventh and eighth chapters, teaches advisors how to conduct exceptional client meetings by always being in discovery mode and using critical feedback to help clients overcome emotional biases.  _________________________________________________________________________________________________________________________________

  • Chapter 9 & Conclusion: Reflecting on the ninth chapter and the book's conclusion, Steve discusses how to guide clients from a scarcity mindset to one of generosity, focusing on building a lasting legacy over a simple inheritance by cementing trust as the ultimate asset.

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Meet Steve Manuel


Steve Manuel is a seasoned financial professional with decades of leadership experience at SAFECO and USAA. Originally from California, his formal education was in business administration and economics. Steve started his career as a stockbroker in San Francisco where he concurrently earned his CFP designation.

At SAFECO, he leveraged his knowledge of investing and financial planning for the benefit of agents and advisors served by his teams. As a member of the financial planning leadership team at USAA, he refined his coaching skills and strategies with financial planners.

Our Services

Steve's Game-Changing Approach

In a world where trust seems elusive, our approach builds bonds, removes resistance, and generates mutually beneficial relationships between advisors and clients.

Trust-Building Focus

Imagine all clients have a “trust account”. Game-changing advisors know every client interaction either deposits or withdraws trust from that account.

Client-Centric Approach

ABD means “always be discovering”. Game-changing advisors know doing so replaces “selling products” with “providing solutions” because discovery focuses on client, not product.

Coaching Mindset

They understand the simple truth in the phrase “the main thing is to keep the main thing the main thing.”  The client’s trust is the main thing.

Cultural Alignment

Game-changing advisors understand money follows trust.  Alignment of character with beliefs, values and vision are essential ingredients for creating a culture of trust.

Professional Development

They maintain their professional certifications (like CFP, CLU, RICP) and continuously expand their knowledge base.

Commitment to Growth

Game-changing advisors consistently seek opportunities to improve their practice, expand
their capabilities, and nurture client relationships.

Technical & Soft Skills

They master both the technical aspects of financial planning and the interpersonal skills needed for effective client relationships.

Efficiency & Effectiveness

They develop systems aligned with processes that allow them to operate with greater effectiveness while maintaining high service quality.

COMING SOON

Become a Game-Changing Advisor

Consulting and Coaching Programs with Steve Manuel
Launching in 2025: New programs designed to help you transform from just another advisor swimming in the vast ocean of ordinary advisors to become a GAME-CHANGING ADVISOR.

One-on-one and group programs designed to help you:
Master and implement the Game-Changing Advisor approach.

Complete our free Self-Assessment for Financial Professionals. 
You will find the assessment when you click on Our Resources. Immediate results display skill levels, 
identify strengths, and pinpoint growth areas.

Discover a new passion for your profession and the service you provide.
Play at your highest potential.
Achieve long-term success for your clients and you...

...all while enjoying your work more than you ever have before.

What Others Are Saying About Steve Manuel

⭐⭐⭐⭐⭐

The Game-Changing Advisor is an essential read for any financial advisor looking to elevate their practice. With actionable insights and practical strategies, this book not only focuses on financial expertise but also on the human side of advising. It teaches how to foster genuine trust with clients—an element that is crucial in today’s technology landscape. Steve Manuel takes readers through every stage of relationship building. This book helps advisors create connections that lead to long-term success and client loyalty—a must-have for anyone serious about deepening client relationships and growing their business. 


Terri Kallsen,
CFP®, CWS,
Managing Partner, Rise Growth



⭐⭐⭐⭐⭐

I had the unique pleasure of being coached by Steve one-on-one. With his experience and insight, I wanted to write down almost everything that came out of his mouth because it was always some piece of wisdom perfectly distilled. One theme that always stuck with me was the value of trust in the client-advisor relationship. Doing something well or doing something right was “a deposit of trust in their account.” Steve always made sure I was aware that trust is currency a client could spend, and I never wanted that account to run dry. Unfortunately, I was never able to write down everything I needed to learn from Steve. Fortunately, in The GameChanging Advisor, he has done that for me.


Jacob Campbell,
CFP® Financial Advisor,
PAX Financial Group


⭐⭐⭐⭐⭐

In The Game-Changing Advisor, Steve has crafted a masterpiece that transcends the typical sales manual. This book is a treasure trove of timeless stories, profound wisdom, and actionable advice that speaks to professionals at every stage of their career. Whether you’re a newcomer finding your footing or a seasoned veteran facing new challenges, Steve’s insights, drawn from his extensive industry experience, offer invaluable guidance. His focus on generosity, relationships, discovery, and values not only reflects the authenticity of the man I know Steve to be but also fills a crucial gap in traditional sales training.


What sets this book apart is its emphasis on the human element of sales. While it may appear deceptively simple at first glance, Steve masterfully illustrates what veteran salespeople have long known: the key to enduring success lies in Always Be Discovering (ABD), nurturing genuine relationships, and practicing generosity. This approach goes beyond mere transactions, teaching readers how to become trusted advisors who leave lasting legacies. For anyone looking to elevate their sales practice and make a meaningful impact in their field, this game-changing book is an absolute must-read.

Heath Jackson
CFP®, RCC, CPM
Managing Consultant | TruGrowth Consulting

⭐⭐⭐⭐⭐

In an industry that has long starved for leadership, Steve stands out as a beacon of thoughtful, visionary leadership. Steve sets himself apart by demonstrating a commitment to principles—ethics, transparency, and focus on what matters most. With more than thirty years of military service and more than twenty years in the financial services industry, I have worked with and learned from the most remarkable and dedicated leaders this country has to offer. Steve is on par with the best. His unflappable poise amidst transformative change and ability to inspire others set an unparalleled standard. Steve’s ability to lead with clarity, purpose, and empathy has left an indelible mark. This book shares insights and strategies that have made him a respected leader and serves as a powerful reminder of the difference one leader can make.


Jeff Jurgemeyer
CFP® Rear Admiral, USN