Psychology of Money and Better Client Conversations With Brian Portnoy

Brian Portnoy is the Founder of Shaping Wealth, a company that delivers human-first, applied behavioral-finance learning and engagement for financial advisors, corporations, and educational institutions. A CFA charterholder with a PhD from the University of Chicago, Brian has over two decades of experience in hedge-fund and mutual-fund investing. He now focuses on helping people make better money decisions and align finance with a meaningful life. Brian is also the best-selling author of The Geometry of Wealth and The Investor's Paradox.

In this episode…

Financial advisors excel at technical guidance but struggle with the deeper human challenges their clients face. Money triggers stress, fear, and uncertainty, yet most advisors aren't trained to navigate those emotional dynamics. How can advisors improve their conversations, build trust, and truly guide clients toward better financial decisions?

Brian Portnoy, an expert in behavioral finance and the psychology of money, explains how advisors can strengthen their emotional intelligence, clarify their own money stories, and adopt a human-first mindset. Highlighting the value of skills such as self-awareness, empathy, and better listening, Brian emphasizes practical tools for improving client conversations across prospecting, discovery, onboarding, and reviews. He also shares the importance of well-being science and how understanding happiness and purpose can meaningfully reshape financial guidance.

In this episode of The Customer Wins, Richard Walker interviews Brian Portnoy, Founder of Shaping Wealth, about human-centered financial advice. Brian discusses the psychology of money, improving client conversations, and the role of emotional intelligence. He also explores advisor wellbeing, communication strategies, and the impact of AI-powered coaching tools.