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.

Are you leveraging estate planning to strengthen your client relationships and grow your financial advisory practice? Learn how estate planning can deepen your client relationships and propel your advisory practice to new heights.

In this episode, Ana Trujillo Limón, Director, Editorial, speaks with Andres Mazabel, Head of Advisor Sales at Trust & Will, about the significance of estate planning and longevity planning in the financial services industry. They emphasize the importance of integrating estate planning into advisory practices, discuss trends differentiating estate planning needs across demographics, and delve into the educational tools and strategies available to help advisors navigate this essential topic. By listening to this episode, advisors will gain insights into how they can enhance their practice by effectively incorporating estate planning into their services.

Andres discusses:

• His experience in private banking and the impact of not having an estate plan
• The role of financial advisors in estate planning and how to educate clients on this critical topic
• Key trends in estate planning, particularly among millennials and Gen Z demographics
• What advisors should look for when choosing the right estate planning tool for them
• How advisors can leverage the right tools and platforms, like Trust & Will, to meet client expectations and enhance advisor-client relationships.
• Practical advice on initiating estate planning conversations with clients and integrating it as a core component of financial advisory practices.
• And more

Connect with Ana Trujillo Limón:

• Carson Group LLC
• LinkedIn: Ana Trujillo Limón

Connect with Andres Mazabel:

• Trust & Will
• LinkedIn: Andres Mazabel

About Our Guest:

Andres Mazabel, Head of Advisor Sales at Trust & Will, is helping to solve why more than 60% of families don’t have a plan to protect their loved ones. Trust & Will is a modern platform that simplifies estate planning, making it affordable and accessible to everyone. Andres manages relationships with RIAs and financial advisors to help add more value to their clients. As a consultative sales executive with over a decade of experience in Private Banking and the SaaS industry, Andres is passionate about building client relationships and finding solutions to their challenges. He thrives in team environments and enjoys presenting to C-Level executives. He has successfully managed the most profitable clients for two top 50 global Fortune 500 companies and is fluent in both Spanish and English.

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

Are you prepared to bridge the gap between wealth management and longevity planning? Learn how Kena Pettijohn is paving the way to plan for a financially stable future for the aging population.

In this episode, Ana Trujillo Limón, Director, Editorial, dives into this month’s topic, estate planning and longevity planning, with Keena Pettijohn, CEO and Founder of Lifelogixs. Keena shares her 30-year career journey in financial services, the pivotal milestones, and the significant gap she identified between wealth management and longevity planning. Perfect for advisors interested in learning about the significance of understanding clients' life goals, and the integration of technology in wealth management.

Keena discusses:

• Her early career and how she got started in the financial industry
• The importance of having a clear purpose and a servant mindset
• The gap between financial planning and the longevity needs of clients
• How advisors can turn financial coaching into life coaching by integrating financial wellness and holistic planning into their practice
• Her work in wealth management for aging clients and the concept of aging in place
• The importance of integrating financial planning with the real-life needs of aging clients, especially those wanting to age in place
• How advancements in technology can complement financial planning and help address the specific challenges of the aging population
• And more

Keena Pettijohn is not an affiliate of CWM, LLC. Opinions expressed by guests of this podcast may not be representative of CWM, LLC.

Resources:

• Lifelogixs: The Sassy Resources

Connect with Ana Trujillo Limón:

• Carson Group LLC
• LinkedIn: Ana Trujillo Limón

Connect with Keena Pettijohn:

• Lifelogixs
• LinkedIn: Keena Pettijohn

About Our Guest:

Keena Pettijohn, CEO and Founder of LifeLogixs is an accomplished Wealth Management Executive with over 25 years in Financial Services, Private Banking, Financial Planning and Trust Solutions in the Bank, Credit Union, and RIA Distribution Channels. Keena is a Leader for the Bank, Insurance, and Securities Association’s Innovations Lab, BISA’s organization to highlight emerging FinTech firms that support BISA’s membership.

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

On a first date, it’s a good idea to avoid talking about money, religion, and politics. While avoiding money talk with a client is an impossibility, it’s still a good idea to keep religion and politics out of the conversation.

This week on Framework, Ana Trujillo Limón, Director, Coaching and Advisor Content, welcomes Megan Belt, Director of Public Relations at Carson Group, to discuss some of the best practices for communicating with clients during heated discussions, particularly surrounding election years.

Megan starts by describing how to create a comprehensive communication plan for yourself and your employees in order to cover the grounds of what is appropriate to talk about, and what should be kept as inside thoughts. Ana and Megan then discuss the different ways you can discuss the current political and economic climate with your clients, while avoiding creating any uncomfortable situations. Tune into this episode for insights and professional advice if you have ever wondered where to draw the line between personal and professional conversations.

Megan discusses:

• How to establish a clear communications policy with employees
• The importance of staying informed with current events in order to discuss how they affect your clients’ financial plans
• Staying calm and taking time to reflect personally on any thoughts or opinions before you put them online for everyone to see
• Having a firm, but still empathetic tone when speaking with a client who is getting heated about certain topics
• Remaining politically neutral when working with clients and making sure to always be doing what is best for them, regardless of their political views
• And more

Resources:

• Carson Group Insights Blog
• Public Relations Society of America

Connect with Ana Trujillo Limón:

• Carson Group LLC
• LinkedIn: Ana Trujillo Limón

Connect with Megan Belt:

• LinkedIn: Megan Belt
• Twitter (X): @meganbelt

About Our Guest:

Megan Belt is the Director of Public Relations at Carson Group. As a results-driven leader, Megan has experience developing strategic communications plans for organizations ranging from small startups to Fortune 500 brands.

Megan has held roles on both corporate communications and agency teams and has a proven track record of establishing executive thought leadership programs and developing integrated communications strategies.

Megan’s passion for public relations extends far outside of her agency role. She enjoys volunteering her time to help local nonprofits and small businesses tell their stories. She also had an active role in the Omaha PR community, having served on the board of directors for the Public Relations Society of America (PRSA) Nebraska Chapter and mentoring young professionals in her role as professional advisor for the University of Nebraska Omaha’s PRSSA student chapter and its student-run PR Firm, MavPR.

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

Data shows that regardless of who is currently in office, the ebb and flow of the markets and economy continues to move to its own rhythm.

Opinions and emotions go hand in hand and can often create biases when discussing financial plans with a client.

This week on Framework, Ana Trujillo Limón, Director, Coaching and Advisor Content, welcomes back Greg Opitz, Executive Business Coach at Carson Coaching, to discuss client communication strategies during times of change. They unpack the importance of truly knowing who your clients are when discussing changes in the political and economic landscape. Avoiding jokes or comments about current events could be the difference between maintaining or losing a client.

Sharing loads of quotable advice and gold nuggets of wisdom, Greg continues to emphasize that sticking to your process is key and keeping track of milestones in your clients’ financial plans is a crucial factor in communicating their achievements to them in times when they feel that they aren’t doing as well as they should.

Greg discusses:

• Really getting to know who your clients are in order to avoid unintentional offense when discussing polarizing topics
• Understanding your own biases and beliefs and recognizing how they can affect your judgment and decision making
• The most important “P Words”: planning, process, and people
• Staying true to your processes, even when it feels as though turbulent and uncertain changes are coming
• Keeping track of milestones in a financial plan in order to reassure clients that they are doing well when they feels as though they are not
• And more

Connect with Ana Trujillo Limón:

• Carson Group LLC
• LinkedIn: Ana Trujillo Limón

Connect with Greg Opitz:

• Carson Coaching
• LinkedIn: Greg Opitz

About Our Guest:

Greg Opitz is the Executive Business Consultant at Carson coaching. Greg has been working with financial planners for his entire professional career. Before joining Carson Coaching in May 2006, Greg served seven years as Director, Certification Services at the Certified Financial Planner Board of Standards. For the four years prior to his experience at the CFP Board, Greg was the Director, Student Service Center at the College for Financial Planning. He likes to joke with members, “I spent four years educating advisors, then seven years certifying them, and now consulting with them to enhance their practice and their lives.”

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

How prepared are you for the changing landscape of financial advisory with AI tools at your disposal?

In this episode, Ana Trujillo Limón, Director, Coaching and Advisor Content, speaks with Eric Ludwig, PhD, CFP®, Asst. Prof. of Retirement Income, Director: Center for Retirement Income, RICP Program Director, The American College of Financial Services and Chet Bennetts, CFP®, CLU®, ChFC®, RICP®, CLF®, Assistant Professor, Financial Planning and CFP®/ChFC Program Director, The American College of Financial Services about the integration of AI in finance. They share engaging anecdotes from their personal journeys and offer insights on how AI can streamline workflows for financial advisors. Listeners will gain a deeper understanding of AI's capabilities, the importance of quality prompting, and the potential biases in AI-generated content.

Eric and Chet discuss:

• The story behind how their research on AI in the financial services industry began
• The top takeaway from their Journal of Financial Planning article about how AI can help advisors
• The importance of prompting in obtaining accurate AI responses and understanding AI's limitations
• Real-world applications of AI in the financial services sector and its impact on marketing and client communication
• The cautions advisors should keep in mind as they start their AI journey
• How we should reframe our thinking about AI in the financial industry
• And more

Resources:

• Streamlining Financial Planning with ChatGPT: A Collaborative Approach Between Technology and Human Expertise
• Retirement Income Literacy Quiz
• Samantha Allen: How AI is Transforming Digital Marketing
• The Digital Debrief

Connect with Ana Trujillo Limón:

• Carson Group LLC
• LinkedIn: Ana Trujillo Limón

Connect with Eric Ludwig:

• The American College of Financial Services
• LinkedIn: Eric Ludwig

Connect with Chet Bennetts:

• The American College of Financial Services
• LinkedIn: Chet Bennetts

About Our Guests:

Eric T. Ludwig, PhD, CFP®, is an accomplished retirement income planning expert, assistant professor of Retirement Income, and RICP® program director. As director of the Center for Retirement Income at The American College of Financial Services, Eric is passionate about developing research and innovative solutions that help investors achieve financial security and personal fulfillment, two essential components of overall retirement well-being.

An assistant professor of Financial Planning and the ChFC® and CFP® Certification Education Program Director at The American College of Financial Services, Chet Bennetts also serves as the Larry R. Pike Chair for Insurance and Investments. With over 20 years in the financial services industry, Bennetts has served in roles from customer service, to being a financial planner, to managing 80 advisors in over 5 states. Currently completing his PhD in Personal Financial Planning at Kansas State University, Bennetts’ research focus and passion is in the area of behavioral finance – specifically how financial well-being affects physical and psychological well-being – and particularly among service members and Veterans.

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