Villa has been on the rocks financially before Nassef Sawiris and Wes Edens bought a controlling stake in the club from Dr Tony Xia and Bruce believes that the arrival of the pair is good news for Villa in the transfer market.
Bruce has previously been faced with the prospect of losing several key players this summer, but he now insists the liked of Grealish, who is interesting Tottenham, will only be sold for significant fees.
"I know for a fact from the owners - new investors - anybody wanting to buy Jack Grealish will not buy him on the cheap.
"It's only what somebody else is prepared to pay - what he's worth. Until I have the conversation I can't really answer the question. What is he worth? Who knows?
"[But] If we have to sell them then at least we get the right price for them and can move forward.
"When you're up against it and hanging your dirty washing out in public then the vultures are circling and ready to nick your assets.
"At least that's not going to be the case - well I know that's not going to be the case - because I've had that conversation already.
"So if anybody is going to buy one of our players now they are going to have to pay a premium."