Building a Human-Centered Financial Plan

Key highlights from this episode

• “Human-centered” isn’t buzz—it's the starting line: planning begins by understanding who you are and what matters to your family before investment strategy ever hits the whiteboard.

• Needs come first—locking in tax strategy, housing, and non-negotiable essentials, with the same discipline a pro brings to training camp.

• Wants evolve with every chapter—whether it’s the dream of buying your first house, putting kids through college, or celebrating with a new ride after a big win, each athlete runs their own race instead of chasing the locker room’s latest trend.

• Wishes fuel the legacy—think building a state-of-the-art facility where you grew up, launching a nonprofit, or pursuing impact abroad. These dreams reach beyond personal gain and set the tone for the family’s next generation.

• Every dollar is a decision—stewarding wealth so it serves what’s most important, supports current needs, and sets up those who come after you.

• Next episode preview: how investment actually looks when it honors your priorities, not just the market’s scoreboard.

What human-centered means in wealth planning

At AWM Capital, a human-centered philosophy means athletes and their families get more than a one-size-fits-all playbook. Stewardship isn’t just numbers or investments. As Sam Acho put it, this is about people who “care about me on the field, as a husband, as a father, as a leader in the community.” Most pros have seen organizations hand out investment advice without ever pausing to ask about life goals, family plans, or impact beyond the game.

Our first question: Who is this person? What kind of life does he envision for himself and his loved ones? What does his family need most? What are his goals? What does he wish for, far beyond career statistics? For us, understanding the full picture comes before any financial move. Financial advice has to match your lived experience—a strategy only wins when it’s shaped by your journey.

Breaking down priorities: needs, wants, and wishes

Before the plan takes shape, we break things down to three core priorities—needs, wants, and wishes.

Needs are non-negotiable. These cover taxes, a roof over your family’s heads, daily living, and defensive reserves like emergency funds for the unexpected. As Jeff Locke said, “One of our jobs is to think about worst case scenarios, so you don’t have to. You can go focus on being the best player you can be, being the best father you can be.” Handling these basics gives athletes the breathing room to concentrate on performance and family.

Wants are meaningful goals unique to each athlete. These fuel aspiration and motivation: maybe it’s paying college tuition for all your children or finally buying that Mercedes after the Super Bowl win—as one player shared, he held off until victory came and used his bonus as the reward. It could be a first home, private school for kids, or a boat to enjoy as the years roll by. Wants shift as careers evolve, but what stays the same is the importance of focusing on your own race, not competing with teammates’ purchases for status.

Wishes are bold dreams for impact and legacy. These are personal and philanthropic goals that leap beyond day-to-day life. Players name building custom homes with sprawling land in Texas, giving back to Boys & Girls Clubs, launching nonprofits, or constructing world-class facilities in their hometown as true wishes. For some, it’s making a difference back in their country of heritage—helping build homes or investing in their community overseas. Wishes keep athletes dreaming beyond routine goals, creating a sense of purpose as deep as the game itself.

Why athlete financial priorities drive winning results

Letting needs, wants, and wishes set the strategy aligns the entire plan with your real priorities. Family security, ambitious goals, and generational impact get woven into one cohesive approach. With this clarity, athletes enjoy peace of mind: “Money is just a tool and it's the pay for the things that are important to you and bless the people and the community and the places that you love.” Every financial strategy becomes an extension of your playbook, supporting you in your highest moments and your toughest seasons.

Your legacy deserves a tailored blueprint

You’ve sacrificed, competed, and succeeded—the next step should honor that work. At AWM Capital, your needs, wants, and wishes call the plays. Your life shapes the blueprint, ensuring every decision serves your legacy, your family, and the places that made you.