Why Goals Matter

Clients don’t live their lives in benchmarks — they live them in goals. Traditional investment conversations often push them toward short‑term thinking and emotional decision‑making, especially during periods of volatility.

The Behavioral Advantage

Goal‑based investing reframes conversations around what matters most, reduces fear‑driven choices, and strengthens trust through transparent progress tracking. Backed by behavioral finance principles, it equips advisors with practical ways to improve long‑term outcomes and deepen client relationships.

Put Goals at the Center of Every Financial Decision

Discover how goal‑based planning empowers clients to stay focused, grounded, and emotionally resilient.

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Orion Behavioral Finance ("Orion BeFi") is the branding name of various tools and services related to behavioral finance offered by Orion Advisor Solutions, Inc. and its subsidiaries. Orion BeFi tools are crafted to help investors and their financial advisors integrate behavioral psychology research into their investment decisions. Orion BeFi tools and services do not provide investment advice.

This website is intended for investment professionals only. It is not intended for use by private investors. 
Wealth management services provided by Orion Portfolio Solutions, LLC (“OPS”), a registered investment advisor. Orion OCIO services provided by TownSquare Capital, LLC (“TSC”), a registered investment advisor. OPS and TSC are affiliates and wholly owned subsidiaries of Orion Advisor Solutions, Inc.