No two clients are alike, but they all share one thing: values that guide their decisions. Financial advisors who connect strategies to those values transcend money management—they help people live the lives they value most.

What Are Financial Values?

Values are the fundamental principles, connections, and possessions that individuals hold dear in their lives. While we often think of “financial values” as being strictly about money, the reality is that all values can influence financial behavior and decision-making. Whether someone values family, personal growth, or financial security, these beliefs profoundly shape how they view and use their resources.

Recent research from Think2Perform’s The State of Values 2024 report reveals some interesting insights about how values manifest across different demographics and life stages. The study, which surveyed over 15,000 participants, found that financial stability consistently ranks among people’s top priorities—but how individuals pursue this stability varies significantly based on factors like age, gender, and career stage.

How Values Evolve Through Life Stages

Understanding how values shift throughout a client’s life journey can help advisors provide more targeted and meaningful guidance:

• Young Professionals (18-34): Early adulthood is marked by a focus on financial independence, building relationships, and self-care. Advisors can help clients align their decisions with foundational goals, such as saving for major milestones while maintaining balance in their lives.
• Mid-Career Individuals (35-54): As careers progress, the focus often shifts toward deeper personal growth and broader societal impact. These clients may need help balancing wealth accumulation with other priorities like family needs or philanthropic goals.
• Experienced Professionals (55+): Legacy planning and well-being take center stage. These clients focus on ensuring their financial decisions leave a lasting positive impact while enjoying the fruits of their labor.

By understanding these evolving priorities, advisors can provide targeted and meaningful guidance that adapts to each stage of life.

Gender Perspectives Matter

Values like financial stability unite individuals across demographics, but the way these priorities manifest can vary by gender.

• Women often prioritize relationship-building and personal development as pathways to achieving financial goals
• Men tend to focus more directly on financial security and well-being, reflecting societal expectations around being providers
• Nonbinary individuals frequently balance societal impact with self-care, adopting a holistic approach that integrates both personal and community well-being

These insights can help advisors tailor their approach to better resonate with different clients’ perspectives and priorities.

Industry and Career-Level Influences on Values

Professional environments also shape how individuals prioritize values:

• Industry-Specific Trends: People in service-focused industries (e.g., education, healthcare) emphasize interpersonal effectiveness and making a difference. Meanwhile, those in product-focused sectors (e.g., finance, technology) often prioritize financial stability and personal growth.
• Career Progression: Early-career professionals focus on building financial stability and relationships. As they advance, managers and executives increasingly emphasize team dynamics, self-care, and organizational values. Senior professionals often prioritize societal impact and continuous development.

Understanding these influences helps advisors create strategies that are not only personalized but also reflective of clients’ professional realities.

Uncovering Client Values: Practical Strategies

To effectively incorporate values into your practice, consider these approaches:

1. Normalize the Discovery Process

Make values exploration a standard part of your onboarding process. For example, say: “This is something we do with all our clients to ensure your financial strategies align with what matters most to you.”

2. Use Values Activities

Use tools like Think2Perform’s Values Card Exercise, online assessments, or guided worksheets to help clients articulate their core values. These structured activities provide a clear and systematic way to uncover what drives clients.

3.  Ask Questions to Elicit Values

Thoughtful questions can encourage clients to reflect on their priorities. Examples include:

• “What role does money play in your life?”
• “When you think about financial security, what comes to mind?”
• “What do you want your financial decisions to say about you?”
• “Do you have any causes or charities that are important to you?”

Remember to allow clients time to think through their responses—these questions often require reflection and shouldn’t be rushed.

The Impact on Advisory Relationships

Think of values as the roots of a tree, invisible but vital. While most financial advice focuses on the visible branches—the numbers, strategies, and goals—the real strength is found underground.

Advisors who take time to understand these root values don’t just grow stronger client relationships; they nurture financial strategies that weather any storm because they’re anchored in what truly matters to each client.

To continue learning, watch this on-demand webinar from eMoney and Think2Perform.

DISCLAIMER: The eMoney Advisor Blog is meant as an educational and informative resource for financial professionals and individuals alike. It is not meant to be, and should not be taken as financial, legal, tax or other professional advice. Those seeking professional advice may do so by consulting with a professional advisor. eMoney Advisor will not be liable for any actions you may take based on the content of this blog.

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