A new campaign that aims to ‘challenge’ the traditional, transactional model of financial advice has been officially launched.
Backed by pension provider Aegon and led by Dr Tom Mathar, Money:Mindshift is a mission to reshape how people understand and engage with their financial lives.
Instead, it offers a more human approach – one that recognises the emotional and psychological realities behind our money decisions.
The launch coincides with fresh research from Aegon that reveals nearly half of Brits still believe ‘money can buy happiness’, while 27% disagree and 28% remain unsure.
Mathar said: “Money:Mindshift is about shifting from numbers to your North Star – from focusing solely on financial outcomes to being guided by what truly matters in your life.
“At the heart of Money:Mindshift is the recognition that it’s completely normal to feel regret, anxiety, or even shame about money.
“These are not failures – they’re insights. And we can work with them constructively.
“Being human-centric means recognising that people are more than just clients. They have instincts, emotions, vulnerabilities and values. Good financial advice should reflect that.”
Mathar said that Money:Mindshift also explores the difference between being ‘well off’ and living a ‘well-lived life’.
“Money is an important part of a well-lived life – just like yeast is important when baking bread. But bread also needs flour, water and salt,” he said.
“Likewise, a fulfilling life needs more than just money. It takes love, purpose, health and connection. All the ingredients matter.
“A well-lived life includes your health, your relationships, your education, your self-awareness. These are all assets too.”
Mathar believes that the truth behind the age-old question of whether money buys happiness is nuanced.
“If you’re struggling to make ends meet, more money can absolutely improve your quality of life.
“But if you’re already earning well, the real question becomes: are you sacrificing something else for that additional income – and how does that impact your overall wellbeing?”
Back in September, Money Marketing’s cover story looked at the importance of psychology in financial advice and how it could help advisers gain a better understanding of their clients.
The successful advisers, it argued, will be those who guide clients to strike the right balance between emotional and financial needs.
