SOCAP19 – What is Your Financial Archetype?

Our Founder and CEO, Brent Kessel, recently spoke to attendees of SOCAP19 about the value of understanding your financial archetypes, and how this can inform what decisions you should make to help align your money with your values. In his personal and candid talk, Brent describes the doubts people have about themselves and their money, often making money decisions not based on their actual financial situation, rather, based on unconscious biases or feelings learned in their youth.

SOCAP, or Social Capital Markets, is the leading gathering of global changemakers addressing the world’s toughest challenges through market-based solutions. Since their first event in 2008, SOCAP has brought together more than 20,000 innovators, investors, foundations, institutions, and social entrepreneurs to “build the world we want to leave to future generations.”

Given Abacus’ long history of dedication towards these ideals, Brent was an obvious fit for the SOCAP19 main stage. From a young age, Brent has always tried to thoughtfully fuse personal introspection with his complicated feelings about money. For many years he struggled with a paradigm that pitted money versus psychology, only to finally have the epiphany that it doesn’t have to be either or: money and psychology are inherently bonded and can fuel each other in positive ways.

Brent encourages everyone, from himself and his own family to the SOCAP audience at large, to discover their Financial Archetypes and gain clarity about what they value most. Knowing who you are reveals the clearest path to who you want to be. The 8 Financial Archetypes Brent asks us to consider are:

  • The Saver
  • The Pleasure Seeker
  • The Star
  • The Idealist
  • The Empire Builder
  • The Caretaker
  • The Innocent
  • The Guardian

Brent also urges paying attention to your body when you think and speak about money. Do you tense up? Do you get anxious? What particular aspects of money talk makes you feel this way? It’s extremely common to want to avoid any negative or uncomfortable feelings about money, but it is possible to create a money message for yourself that is curative, confidence-building, and life-sustaining.

Watch Brent’s talk here and ask yourself what emotions it evokes. Then schedule a call with an Abacus advisor to talk about how your feelings can help you build a personal financial plan for the kind of future you value most.

If you’re inspired to do a deeper dive, be sure to pick up a copy of Brent’s book, It’s Not About the Money, which takes an in depth look at the 8 Financial Archetypes and compassionately guides you along the path to financial security and true peace of mind.


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What’s your financial archetype?

Simplify your life with a plan

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