Is traditional behavioral finance missing the mark?

Brian Portnoy, CFA, founder of Shaping Wealth, joins Ana Trujillo Limón, Director, Editorial, to introduce “Behavioral Finance 2.0,” a fresh take that goes beyond client-centric advice to a human-centric model.

Rather than “fixing” biases, Brian emphasizes tapping into clients’ real motivations and strengths. He shares how advisors can go deeper, guiding clients toward true well-being by focusing on the physical, emotional, spiritual, and financial dimensions of their lives.

Listeners will gain actionable insights into building trust and empathy with clients, moving them from “okay” to “great,” and creating more meaningful financial relationships that help clients thrive.

Brian discusses:

• Why traditional behavioral finance often misses the point by pathologizing normal human behaviors
• How a human-centric approach helps advisors support clients’ full well-being—physical, emotional, spiritual, and financial
• Shaping Wealth’s four-part model of flourishing, and how it lets advisors step into dual roles as “mechanics” for technical planning and “guides” for life’s big transitions
• The power of emotional intelligence (EQ) in building trust, empathy, and more impactful client relationships
• Why understanding “money stories” helps advisors connect with clients on a deeper level by exploring what money really means to them
• The future of behavioral finance—using insights from positive psychology to help clients live richer, more fulfilling lives
• And much more!

Resources:

• "The Geometry of Wealth" by Brian Portnoy
• "How I Invest My Money" by Brian Portnoy and Joshua Brown
• "The Investor's Paradox" by Brian Portnoy

Connect with Ana Trujillo Limón:

• Carson Group LLC
• LinkedIn: Ana Trujillo Limón

Connect with Brian Portnoy:

• LinkedIn: Brian Portnoy, CFA
• Shaping Wealth

About Our Guest:

Brian Portnoy is the founder of Shaping Wealth, a consultancy focused on helping advisors integrate human-centric, holistic approaches into wealth management. His insights on behavioral finance and emotional intelligence are transforming how advisors support clients through all aspects of life, emphasizing human flourishing over technical solutions alone.

Send us your questions, we’d love to hear from you! Email us at framework@carsongroup.com.

Ever wondered why clients resist making financial decisions during life's biggest changes?

By focusing on change management and behavioral finance strategies.

Erin Wood, Senior Vice President of Financial Planning at Carson Group, joins Ana Trujillo Limón, Director, Editorial, to explore how financial advisors can support clients during major life events.

Drawing on Bruce Feiler's concepts of "flashbulb moments" and "life quakes," Erin shares actionable steps for incorporating empathy and structure into planning.

Listeners will learn how to apply behavioral finance insights, overcome decision paralysis, and enhance client outcomes through strategic environment adjustments and refined financial approaches.

Erin discusses:

• How change management principles help advisors guide clients through career changes, loss, and other significant life events
• The influence of "flashbulb moments" and "life quakes" on financial behaviors, and how advisors can navigate these pivotal experiences using Bruce Feiler's framework
• The five stages of change—pre-contemplation, contemplation, preparation, action, and maintenance—and how to support clients through each stage, especially when partners are at different phases
• Common behavioral biases, including money avoidance, money worship, and money vigilance, and tools like the "postcard exercise" to uncover clients' financial priorities
• Effective methods for overcoming decision paralysis to help clients move past indecision, address biases, and achieve aligned financial goals
• How small changes in the environment, inspired by Dr. Wendy De La Rosa's insights, can enhance financial discipline, such as pairing budgeting with rewards
• The importance of continuous learning in behavioral finance, with recommendations for certifications like the Behavioral Financial Advisor (BFA) for practical application
• And much more!

Resources:

• Bruce Feiler
• Ep. 254: Understanding Behavioral Finance to Improve Client Outcomes with Dr. Wendy De La Rosa

Connect with Ana Trujillo Limón:

• Carson Group LLC
• LinkedIn: Ana Trujillo Limón

Connect with Erin Wood:

• LinkedIn: Erin Wood, CFP®, CRPC®, FBS®
• Sweet Financial Partners
• Carson Wealth

About Our Guest:

Erin Wood is an experienced financial planning professional with a focus on behavioral finance and change management. She helps clients and advisors navigate the complexities of life transitions by integrating empathy and evidence-based strategies into financial planning. Erin is passionate about continuous education and practical applications of behavioral finance to create more meaningful client relationships.

Send us your questions, we’d love to hear from you! Email us at framework@carsongroup.com.

Why do clients resist sound financial advice, even when it’s in their best interest?

It’s not about logic—it’s all about psychology.

Behavioral scientist Dr. Wendy De La Rosa, Assistant Professor at The Wharton School, joins Ana Trujillo Limón, Director, Editorial, to reveal the surprising factors behind client resistance and how financial advisors can use these insights to transform their approach.

Dr. De La Rosa shares cutting-edge research on income volatility, generational behavior trends, and the powerful role of perception in financial decision-making. Financial advisors will learn actionable strategies to navigate these complexities, build personalized client plans, and strengthen client relationships by understanding the psychological tools that truly drive behavior.

Dr. Wendy discusses:

• How income frequency influences client spending and saving behaviors
• The essential role of financial advisors in guiding clients through an increasingly manipulative financial landscape
• The impact of financial shame and how empathetic advisory practices can help clients overcome this barrier
• The power of environment design in encouraging positive financial behaviors through simplified processes
• Generational trends, focusing on Gen Z’s pragmatic and value-driven approach to finances, and how advisors can tailor their guidance
• The concept of "financial health days" and how structuring them can empower clients to take manageable steps toward financial wellness
• Practical tools like the "Three B Framework" (Behavior, Benefits, and Barriers) that advisors can use to positively influence client decisions
• And much more!

Connect with Ana Trujillo Limón:

• Carson Group LLC
• LinkedIn: Ana Trujillo Limón

Connect with Wendy De La Rosa:

• The Wharton School
• LinkedIn: Wendy De La Rosa

About Our Guest:

Dr. Wendy De La Rosa is an Assistant Professor at The Wharton School and a leading behavioral scientist with a focus on financial decision-making. Her research explores the intersections of emotions, perceptions, and behavior, impacting the way individuals manage their money. She collaborates with companies and advisors to develop strategies that positively influence client outcomes, particularly during moments of income fluctuation. Dr. De La Rosa is passionate about bringing behavioral finance insights into advisory practices, helping financial professionals better connect with and support their clients.

Send us your questions, we’d love to hear from you! Email us at framework@carsongroup.com.