The Mentalist

In the tradition-bound world of private wealth management, it's rare to encounter someone with a resume quite like Amy Zehnder's. No accounting degree, no background in law, and definitely not the predictable MBA. The centerpiece of Zehnder's credentials is a PhD in industrial and organizational psychology, which for her chosen field pairs nicely with her years of experience as a "professional certified executive coach." According to Scott Winget, senior managing director of wealth planning at US Bank's new Ascent Private Capital Management division, 70% of family wealth doesn't survive beyond the third generation -- not because of bad investments or estate taxes, but because of what he calls a lack of communication and trust within a family. Zehnder's appointment represents a full-time commitment to provide a service that most of its competitors typically farm out to independent consultants.