Prince William has been branded “work-shy” for years, but one royal expert says the heir to the British throne is quietly executing a CEO-style strategy designed to secure the monarchy’s future.
Dan Wakeford, founder of Celebrity Intelligence, told Fox News Digital that the father of three isn’t fazed by critics as he continues to prioritize his family while placing less emphasis on tradition and more on key engagements aimed at strengthening the institution.
“William is extremely good at setting boundaries and not working during the holidays, protecting his kids’ privacy and his wife’s mental health,” said Wakeford. “There’s some criticism of that. Some critics snipe at that and think that he’s ‘work-shy’ or a little bit lazy. But I think William is working more like a CEO and being very strategic with his time.”
“He studies the monarchy in a way to help make it survive and keeps a boundary around his real life and his relationships so that he doesn’t get burned out, and he can do the best job possible,” Wakeford shared. “And the poll numbers show that he’s extremely popular, and he’s doing a good job.”
The royal family’s working ranks have grown increasingly slimmed down in recent years. In 2019, Andrew Mountbatten-Windsor stepped back from public duties following a disastrous televised interview in which he attempted to explain his friendship with late sex offender Jeffrey Epstein. He lost his title of prince and other honors in 2025.
In 2020, Prince Harry and Meghan Markle, the Duke and Duchess of Sussex, made their exit as working royals and moved to California. While King Charles has maintained a full schedule, he continues to undergo cancer treatment.
WATCH: PRINCE WILLIAM’S BOUNDARIES ARE STRENGTHENING THE MONARCHY: EXPERT
Catherine Mayer, author of “Divide & Rule,” previously told People magazine that the senior royals “are all stretched thin — and none of them are young,” adding that “William and Catherine carry the whole thing.”
“William is the very antithesis of ‘work-shy,'” Christopher Andersen, author of “Kate!” told Fox News Digital.
“The Prince and Princess of Wales want to make a real impact by raising awareness of mental health, cancer research and other causes they’re prioritizing,” Andersen said.
“Does William want to be the first king to run the monarchy like a CEO? Well, it’s been called ‘The Firm’ for decades, hasn’t it? The royal family is worth billions, including extensive prime real estate holdings. To say it should be taken seriously as a business enterprise is a colossal understatement.”
William has long faced criticism for taking on fewer engagements than other senior royals, earning the “work-shy” label. Last year, The Sunday Times reported that Princess Anne wanted her nephew to take on more “bread-and-butter” engagements as he prepares for the throne, citing unnamed sources close to the princess. Fox News Digital reached out to Buckingham Palace for comment at the time.
Journalist Emily Andrews previously reported that William once confronted her about an article she wrote titled “Work Shy Wills.” According to Andrews, William told her there were “a lot of things we hadn’t seen behind the scenes.”
“Princess Anne will always do more engagements,” British broadcaster and photographer Helena Chard told Fox News Digital. “That’s her job. But William has the monarch’s permission to prioritize his young family. And in 2026, that stability is part of the job.
“Preparing to run the monarchy like a CEO doesn’t mean less work. It means different work. Forget 400 meet-and-greets. We’re getting 10-year projects. We’re talking about big goals, big partnerships and measurable, real outcomes.”
“King Charles is like the custodian,” Chard continued. “His mission is to preserve and consider a slimmed-down monarchy. Prince William, the strategist, is making the monarchy indispensable for the next 50 years. The traditional charity work is not going anywhere. Charities still need royal visits to raise money and profile. However, there will be more efficient, targeted visits.”
Wakeford noted that William’s workload cannot be judged solely by the number of public appearances he makes.
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The royal family’s website says the Prince of Wales carries out official duties in support of the king while overseeing charitable projects in Britain and abroad. He leads long-term initiatives, including Homewards and the Earthshot Prize. He’s also responsible for leading the Duchy of Cornwall.
The Times also reported that William plans to sell about 20% of the Duchy of Cornwall’s estate over the next decade to help fund housing, environmental and renewable energy projects.
“A major part of his duty is to raise a future king,” British royals expert Hilary Fordwich told Fox News Digital. “His focus on being a good father to Prince George is critically important. Prince William and his family present a strong visual image, which is a significant asset in the age of social media.”
“Princess Catherine is by his side, emphasizing family stability. Their appeal lies not so much in the volume of events but in making the monarchy more modern and stable.”
Some royal experts have cautioned that if the monarchy becomes too focused on metrics, branding and management, it could risk losing the mystique and tradition that make it unique.
“The question needs to be asked: Does Britain want a royal family run like a business?” royal broadcaster Ian Pelham Turner told Fox News Digital.
“Why should William wish to change the principles of royalty devised over 800 years? The view I come back to constantly is that the royal family should never forget. It is the blood, sweat and tears of the British taxpayers who finance the royal family. Although King Charles understands this, the jury is out on William. The lazy label attached to William in the past may have spurred him into action. But his alleged new style for the future could change many things.”
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William’s reported plans to modernize the monarchy won’t spell the end of royal pomp and pageantry, Andersen argued.
“William and Kate are both keenly aware of how important it is to keep up appearances and centuries-old traditions,” he said. “No matter how business-savvy William is as king, or how smoothly the monarchy runs, the public probably won’t see it. What they’ll see, what the royal family wants them to see, is the familiar, magical fairy tale.”
