The Road To Why

The Road to Why takes listeners behind the scenes to hear the “why” that drives today’s most successful business leaders. Hosted by Northern Trust’s Eric Czepyha, each episode digs into the deeper motivations behind successful entrepreneurs, family business owners, and industry innovators. From building a legacy to advancing meaningful causes, the show reveals how purpose—not just profit—shapes the biggest success stories.

The podcast is produced by Northern Trust Wealth Management, part of the Northern Trust Institute. With over 175 experts, the Institute focuses on delivering research-backed insights that help clients make confident financial decisions. They offer real-world strategies for preserving and growing wealth across generations.

To bring The Road to Why to life, Northern Trust teamed up once again with Lower Street—after our successful collaboration on Market Currents—to ensure top-tier production and long-term growth.
This The Road to Why case study shows how they brought the show to life, and the results it brought the brand.

The Road To Why at a Glance

• Company: Northern Trust Institute

• Producer: Ryan Sutton of Lower Street

• Launch Year: 2023

• Format: Interview

• Category:  Entrepreneurship, Business

Bringing The Road to Why to Life

Northern Trust didn’t want another business podcast all about the numbers. They wanted to go  deeper, creating something that spoke to purpose, family, and legacy. The Road to Why was designed to explore the personal motivations behind success and help clients think bigger than balance sheets.

Hosted by Eric Czepyha, Director of Business Services, the show features monthly interviews with entrepreneurs, family business leaders, and industry visionaries. Episodes follow a relaxed but thoughtful structure, blending real-world stories with practical insights. Some episodes are recorded in-studio; others are captured at places that matter to the guests—bringing an authentic, personal feel.

Northern Trust teamed up with Lower Street to ensure the production matched their brand: polished, professional, and human. From high-quality audio engineering to shaping narrative flow, Lower Street helped craft a listening experience that feels intimate, credible, and connected to Northern Trust’s broader mission. 

The Road to Why Achievements

The show’s featured on podcast platforms like Apple Podcasts and Spotify, where it holds a 5-star rating. Northern Trust also decided to extend their podcasting network by launching Secrets of Enterprising Families to target another audience.

The Road to Why Case Study: Conclusion

Northern Trust turned The Road to Why into a thoughtful, high-quality show that deepens client relationships. Through authentic storytelling, polished production, and real-world insights, the podcast strengthens Northern Trust’s position as a trusted advisor, and partner, in wealth management. In addition they were able to extend their content into a podcast network by launching Secrets of Enterprising Families.