Plumb Executive Vice President Anneke Stender was recently featured in Citywealth’s Leaders List “60 Seconds” interview series. In her conversation with Karen Jones, she talked about her role, the challenges UHNW families face today, and what it takes to grow a service business without losing the personal touch.
Here are a few highlights. You can read the full interview on Citywealth.
A Role Built Around Relationships
Anneke helps lead Plumb’s strategy, growth, and client experience. Much of her time is spent with families, family offices, and the advisors who serve them. She told Citywealth that no two days look the same.
“I may start the morning speaking with a wealth advisor about a prospective client, spend part of the day working with our team on an onboarding or complex client situation, and then shift to strategic initiatives around technology, service delivery or growth.”
Complexity is the Common Thread
When asked about the biggest challenge clients face, Anneke pointed to complexity. As wealth grows, so does the number of accounts, entities, properties, vendors, and professionals involved. Even very sophisticated families can find the administrative side of their financial lives hard to oversee.
The requests Plumb sees reflect that. Recent conversations have covered expenses across multiple residences and entities, significant household and travel spending, tighter oversight of vendor payments, and advisors who want better visibility into their clients’ day-to-day financial activity.
“Our role is to bring structure to that complexity,” she said. Plumb centralizes bill pay, cash management, accounting, and reporting, and coordinates with each family’s broader advisory team. Controls around everyday financial activity give families visibility and consistency without asking them to manage every detail themselves.
More Advisors Want Family Office Services
Anneke also noted growing interest from wealth management firms that want to offer family office-style services without building the operations in house. That work means fitting Plumb’s people, processes, and technology into the advisor’s existing client experience.
This is what we call Advisor-Led Family Office Services. The advisor stays at the center of the family relationship, and the operational work is handled behind the scenes.
“We are increasingly becoming an extension of the advisory teams we work with, helping them deliver a more complete family office experience to their clients.”
Growing Without Losing the Personal Touch
Plumb now serves more than 300 families nationwide. Anneke said what matters most to her is that the company has grown while keeping the high-touch service and trust it was built on.
On leadership, she named trust, accountability, and empathy, along with consistency. “People should know what they can expect from you, particularly when challenges arise.”
Life Outside the Office
Anneke and her family live on a small farm. After a long day, she heads outside to walk the property and check on the horses, goats, and chickens. She also shared a recent family trip to Europe that included time with her family in Germany.
Citywealth has also recognized Plumb with its UHNW Private Client Services of the Year award at the Magic Circle Awards for two years running, most recently in 2026.
Read the full 60 Seconds interview on Citywealth.
[View Anneke Stender’s Citywealth Leaders List profile →]
