Bluestone Planning Group, a Washington, D.C.-based team at Morgan Stanley Private Wealth Management, has built a distinctive practice centered on listening, education, and multigenerational planning. Led by senior members Sue van der Linden, Syrinda E. Paige, and Annmarie M. Bilger, the all-female advisory team manages $373 million in custodied assets and has developed a client-centered approach that emphasizes financial literacy and inclusive wealth management.
The team’s current three-advisor structure took shape beginning in 2018, according to van der Linden, who joined Dean Witter in 1994 before the firm merged with Morgan Stanley in 1997. Her path to the financial advisory industry began after earning an MBA and conducting extensive research on broker-dealers in her community, ultimately launching a career that has spanned more than three decades.
Building Client Relationships Through Education
Bluestone Planning Group works with a diverse client base, though van der Linden notes that certain demographics naturally gravitate toward the practice. The team attracts clients who value a nonjudgmental approach to financial advice, with education serving as a cornerstone of client relationships. Additionally, Bluestone hosts a monthly “Bluestone Briefing,” a 30-minute session designed to deliver practical financial education in an accessible format.
The team extends its educational mission beyond the office, leading financial literacy programs for children and families in underserved rural communities. This commitment to education reflects the advisors’ belief that informed clients make better long-term financial decisions. Meanwhile, the practice’s composition as an all-female team naturally draws women investors seeking advisors who understand their unique financial challenges.
Listening Differently in Wealth Management
Van der Linden attributes Bluestone’s competitive advantage to how the team listens to clients. “Being an all-female team, we hear things differently,” she says, noting that the advisors can pick up on subtext that others might miss. This sensitivity proves particularly valuable because money still carries stigma for many people, making clients reluctant to ask questions or admit knowledge gaps.
Recognizing unspoken concerns allows the team to provide what van der Linden describes as “a graceful, non-confrontational kind of out” for clients to get answers. However, the team’s approach extends beyond individual client concerns. Van der Linden emphasizes that “money is often an expression of love,” and Bluestone works closely with multigenerational families to preserve and transfer values such as education or entrepreneurship across generations.
Customized Investment Philosophy
The team’s investment approach begins with what van der Linden calls a “culinary analogy,” comparing portfolio construction to building chili. Portfolios start with bonds and cash to support near-term spending needs, according to the advisor. Assets clients won’t need for at least five years are allocated toward growth, with a preference for dividend-paying equities because “cash flow is a source of security for people.”
On the equity side, Bluestone typically favors ETFs for tax efficiency and diversification. The team employs a “telescoping strategy,” starting with core exposures and adding layers as portfolios grow. In contrast, at higher asset levels, portfolios may include thematic strategies or liquid alternatives such as managed futures ETFs.
The team focuses on private markets—including private equity, private credit, infrastructure, and real estate—while generally avoiding hedge funds. Additionally, fixed income is typically kept to maturities of five years or less, reflecting the view that bonds and cash should fund spending during market downturns.
Risk Management Over Market Forecasting
Van der Linden deliberately avoids making market predictions, telling clients her “crystal ball has been in the repair shop for the last 32 years.” Instead, the team emphasizes planning and risk management, maintaining that sufficient reserves in bonds and cash help clients weather market drawdowns without forced equity sales. She advises clients to view planning as a journey rather than a straight line, encouraging them to find an advisor they can be thoughtful and honest with.
The team continues to serve clients from its Washington, D.C. location, though specific growth targets or expansion plans were not disclosed. As the wealth management industry evolves, Bluestone’s emphasis on education and personalized service positions the practice to serve clients navigating increasingly complex financial landscapes.
