Behavior Science Consulting For Financial Firms

Finance is ultimately about people. Yet financial products, services, and experiences are often designed as though decisions are made purely rationally.

I help organizations align the human element with finance—recognizing that financial decisions are downstream from our values: what we truly find important in life.

Drawing on my experience as a Senior Behavioral Scientist at Morningstar and my work across investing, retirement, financial advice, and wealth management, I apply behavioral science to understand how values, motivations, and cognitive patterns shape financial choices.

Whether improving client engagement, strengthening advisor-client relationships, designing communications that resonate, or addressing behavioral barriers to better outcomes, I help firms translate insights about human behavior into practical, values-aligned strategies.

My approach combines scientific rigor with real-world financial expertise, helping organizations create experiences and decisions that work not just in theory, but for the people—and values—they serve.