William “Liam” Thurman II is a respected financial advisor, bestselling author, coach, and speaker with more than 30 years of experience in the financial services industry. Known for his disciplined, practical approach to growth and leadership, Liam has built a career focused on simplifying complex concepts and driving consistent execution. His entrepreneurial instincts surfaced early when, at age six, he began selling pieces of his mother’s homemade chocolate chip cookies to classmates—an early sign of the initiative that would shape his career.
Liam is the CEO of Legacy Consultants LLC and currently coaches more than 7,500 financial agents weekly. Although he retired from active production in 2016, he remains highly engaged in the industry through coaching, writing, and speaking at national and international conferences. A top producer during his active career, Liam is widely recognized for developing practical training systems that deliver real-world results.
As a bestselling author, Liam has written five books, including The Closer’s Edge and the Babe Ruth Bucket series. He is also the creator of the Babe Ruth Bucket System, a performance framework designed to help advisors focus on the few activities that drive the greatest impact. His philosophy centers on simplicity and accountability, guided by his belief that “complication is the enemy of execution.”
Beyond business, Liam is deeply committed to giving back. In 1991, he founded the Making the Difference Foundation (MTD), a charitable organization dedicated to youth development, community support, educational assistance, and emergency aid. Known to many as “Preacher Bill,” he approaches philanthropy with the conviction that every individual matters and that meaningful change begins with consistent acts of kindness.
Liam is also the owner of the Exception2TheRule brand and is often referred to as “America’s Financial Coach.”
He lives in Ohio with his wife, Angela, and together they have a blended family of nine children and eighteen grandchildren. An avid golfer, Liam enjoys traveling with his wife, spending time with family, writing, speaking across the country, and following Cincinnati Reds baseball and Dallas Cowboys football.
His guiding principle remains:
“Success is worth the price. Failure isn’t worth the cost.”
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21st Century Trust Funding Method
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