Not all of your client’s goals are created equal — so they shouldn’t be treated that way. 

Mental accounting is the tendency to separate money into different buckets and spend or save it differently depending on how it is labeled. This simple notion is the basis for goals-based investing. 

The success of a goals-based strategy is not about outperforming benchmarks or competitors — it’s measured by how well an investor’s portfolio is tracking against a stated goal.

In this whitepaper, you’ll see how you can use the latest behavioral finance research to improve outcomes and:

  • Keep investors calm, rational, & invested
  • Create more meaningful client conversations
  • Add greater value to clients via financial planning