Why Financial Advisers should read Wealth with a Why

Posted by Rebecca Kowalski, Unburdened Solutions & GoodStock, on LinkedIn on 29th August 2025

In the world of financial planning, the focus is often on risk, return, and tax efficiency. These are the traditional pillars of sound financial advice. But what happens when your clients’ deepest values and anxieties enter the conversation? 

Today, a new wave of clients is asking for more than just financial prosperity; they are looking for a way to align their wealth with their purpose, particularly around the climate crisis. For financial advisers, this is not a passing trend to be monitored—it's a fundamental shift in client expectations that presents both a significant challenge and a profound opportunity to deepen client relationships.

A recent Financial Conduct Authority (FCA) survey found that over 70% of people would like their money to do some environmental and social good. Yet, the number of people actually investing sustainably remains disproportionately lower. There is a clear and widening gap between what clients want and what is being offered. This is not because clients don't care, but often because they haven't been given the information or the options to act on their values. This is where understanding a client’s"why" becomes a competitive advantage for financial professionals. It's about moving beyond the standard risk questionnaire and digging into the human element of their financial lives. What are their hopes for the future? What keeps them up at night? For many, the answer is the planet their children will inherit. As my good friend and colleague Dr. Alan Whittle's research on behavioural finance has shown,these deep-seated motivations and fears are powerful drivers of decision-making. Authenticity in advice is essential, because your role is to help clients live their best lives, and for many, that now includes a sense of purpose and integrity in their financial decisions.

The journey of Stuart and Stephanie Mills, as told in their new book, provides a powerful case study for this shift. Their experience moving from "some-net-worth" to "wholesome-net-worth" investors shows that purposeful finance is not just for the ultra-rich. Their story, along with the practical frameworks inthe guide, offers a clear path for advisers to help a broad range of clients navigate this new landscape with confidence. It equips advisers with the tools to have these crucial conversations, understand the risks of greenwashing, and select investment options that are truly aligned with a client’s values. It’s a road map for moving beyond an "ignorance is bliss" approach to one that is proactive, informed, and authentic. This isn’t a sideline; it’s the future of financial advice.

You can learn how to have these crucial conversations and support your clients' values by exploring theguide, which is launching soon. Part 2, The Purposeful Investment Landscape, particularly the section on Traditional Wealth Management, is a must-read, as it provides a comprehensive look at how potential clients should engage with the wealth management industry. The detailed section titled Questions to Ask Your Financial Adviser provides a powerful set of conversation starters to help you be the passablebridge between client values and financial plans.

Find out how to have these crucial conversations and support your clients' values at https://wealthwithawhy.co.uk/.

Why we collaborated on this guide: Not everyone has the time or the motivation that Stuart and Stephanie Mills found during the pandemic to track down their best route to impact and values-based investing.

While some financial advice firms offer an excellent service to clients who wish to look beyond financial risk and return and invest in a better world, these are neither the norm nor the majority. 

UK society is generally ahead of the advice profession in consideration of environmental and social risks and challenges. It’s hugely important that more advisers pick up on public signals, given the role of finance in delivering a more sustainable economy and resilient personal finances. For this reason, I was very happy to contribute to Wealth with a Why, to ensure that financial advisers got both support and a shout out.

Stuart and Steph’s story is very relatable and relevant, showcasing not just how investors can use their wealth for good but also highlighting the products and services that can support them. A great read, notjust for advisers who want to broaden their understanding of values based and impact investing, but for some of their clients too.