This free 20-minute training shows you the belief shift and the system behind the OptionBuilt™ Owner Activation System — so you can become more relevant before liquidity changes everything.
Watch Now — It's Free Pro tip: Watch at 1.25× or 1.5× — built for advisors, not general audiences.Most wealth managers and CEPAs want more business owner clients. They want better owner conversations, stronger referral opportunities, and owners who see the value of holistic planning before a liquidity event is already on the table.
But owners are not easy to engage. They are busy, buried in the business, with most of their wealth tied up in the company. They know planning matters — but it rarely feels as urgent as the next customer issue, team problem, or cash flow decision.
Then they go right back into the business.
This is not a closing problem. It is not a relationship problem. It is a relevance problem — and it requires a different conversation, not a harder push.
That is the gap this training is built to solve.In 20 minutes you will get the framework advisors are using to start better owner conversations, reactivate stalled planning opportunities, and position themselves for AUM — without becoming the owner's business advisor.
The goal is not to push harder. The goal is to make the planning conversation feel business-relevant enough that the owner wants to keep going.
Ready to start better owner conversations? Watch free — 20 minutes.
When a liquidity event gets closer, the owner's world changes quickly. Bankers show up. Attorneys show up. Tax strategists, M&A teams, and institutional wealth groups show up. New advisors show up with fresh pitches and deep pockets.
If you have not already cemented your role before that moment, you may be fighting for relevance when the stakes are highest.
The advisors who win before liquidity are the ones who connected planning to business results — not just personal outcomes. This training shows you how.
This training is especially relevant if you:
The goal is not to turn you into the owner's business advisor. The goal is to help you start a better owner conversation, create more planning relevance, and guide qualified owners toward a process that makes them more prepared to act with their professional team.
Greg Maddox and Cara Gray built OptionBuilt™ because they kept seeing the same problem from different angles: owners were getting pieces of good advice, but had no simple way to connect what they wanted personally, what the business needed to become, and how professional planning should support both.
Greg Maddox
Senior Business & Exit Advisor at Cultivate Advisors with more than two decades in the business owner world. His advisory work focuses on growth, value creation, transferability, and exit readiness.
Cara Gray
Co-founder of OptionBuilt™ and Certified Exit Planning Advisor (CEPA). Her work focuses on personal clarity, identity, and the owner's life strategy — the leg of planning that too often gets skipped.
Watch the free 20-minute training and get the system for becoming more relevant before liquidity changes everything.
Watch Now — It's Free Pro tip: Watch at 1.25× or 1.5× — built for advisors, not general audiences.