We’ve all been inundated with information showing how behavioral biases impact financial decision making. But far less attention has been given to the fact that these same biases can undermine the identification and prioritization of goals.

Research shows that there is indeed a gap between the goals clients think are important to them and the goals that are actually important. And that gap is forged by our biases and mental blind spots.

Samantha Lamas and her colleagues at Morningstar have conducted the research for us and explains the impact these biases have and what advisors can do to help clients uncover their most meaningful goals.

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25: Uncovering Your Client’s Most Meaningful Goals with Samantha Lamas