In a time marked by market volatility and emotional fatigue, financial professionals are facing a new challenge: helping clients navigate uncertainty not just with sound investment strategies, but with empathy, understanding, and behavioral insight. At Think2Perform, we believe that financial advice must go beyond the numbers it must support the full spectrum of client well-being.
In our recent webinar, “How to Enhance Client Outcomes by Integrating Money, Health, and Happiness,” Chief Operating Officer Ryan Goulart and Senior Vice President of Behavioral Financial Advice Kyle DeBell explored how stress, behavior, and emotion intersect with financial planning—and what advisors can do about it.
Understanding the True Cost of Financial Stress
Financial stress remains the top source of anxiety for Americans, with nearly half of U.S. adults reporting it negatively impacts their mental health. And the effects aren’t just emotional. Financial stress leads to poor decision-making, sleep loss, and even physical health deterioration. As Ryan shared, “It’s like losing an entire night’s sleep repeatedly.”
Clients may not express this stress in technical terms, but you’ll see it in their reactions: hesitation, panic, or even silence when markets shift. That’s why integrating behavioral finance into your client conversations isn’t a nice-to-have it’s a need-to-have.
The Missing Piece in Financial Planning
Traditional financial plans often fall short. They may be thorough on paper, but once the meeting ends and emotions arise, clients can quickly stray from the plan. That is why it is on the advisor to help clients make better decisions when emotions are present especially when you’re not in the room to guide them.
However, the financial services industry often places disproportionate emphasis on managing money, missing the deeper motivations that drive clients’ decisions. Advisors who recognize and address these underlying needs can deliver more meaningful and effective guidance.
Real Value, Real Conversations
Advisors today are expected to be more than just financial experts they’re also coaches, counselors, and trusted guides. Clients are looking for someone who understands the numbers, yes, but also someone who understands them. The ability to hold empathetic, emotionally intelligent conversations is no longer a soft skill, it’s a critical part of the advisor’s toolkit.
It’s not about saying “stay the course.” It’s about asking, “How are you feeling?” and, “What matters most to you right now?” It’s about truly understanding and caring about your clients. Making sure that you are validating their feelings and allowing them to leave knowing that they are going to be okay. And in an age where some clients are turning to robo-advisors or low-cost platforms, human connection is your ultimate differentiator.
The Behavioral Financial Advisor (BFA) Advantage
Advisors who hold the BFA designation are uniquely equipped to handle these conversations. They’re trained to combine emotional intelligence with technical expertise, leading to deeper relationships and better outcomes. BFA’s are better equipped to handle clients in emotionally charged situations, resulting in deeper relationships and better financial returns.
In Kyle’s words: “Behavioral advice isn’t a soft skill. It’s a smart business decision.”
Take the Next Step
If you’re ready to deepen your client relationships and help them thrive—financially, physically, and emotionally—here’s what you can do:
- Take the Values Exercise
- Ask your clients: “What are you thinking, feeling, and doing right now?”
- Explore the Behavioral Financial Advisor (BFA) designation
