Beyond Biases: Rethinking Behavioral Finance with Brian Portnoy, CFA

Framework with Ana Trujillo Limón

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 [email protected].