Spending isn’t about choosing experiences over things. It’s about whether a purchase quietly enables the moments and memories that matter most.

We all have a money story. It’s not just about dollars—it’s about meaning, memory, and the beliefs that quietly guide every financial decision we make.

Your money choices make sense when you understand your beliefs, stories, and experiences—and how they quietly shape your financial decisions.

Money decisions aren’t about being perfect. Behavioral finance helps you see blind spots and design systems that make good choices easier.