44. Building Financial Empathy: Why Your Clients' Behaviors Make Perfect Sense with Dr. Michael Thomas Artwork

Planning & Beyond®

Planning & Beyond® transforms how financial advisors approach client relationships by bridging psychological insights with practical planning strategies. Hosted by Ashley Quamme, a licensed therapist and financial behavior specialist, each episode delivers actionable techniques you can implement in your next client meeting.

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Planning & Beyond®

44. Building Financial Empathy: Why Your Clients' Behaviors Make Perfect Sense with Dr. Michael Thomas

February 26, 2026 • Ashley Quamme

0:00 | 44:20

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You walk into a client meeting prepared with projections, strategies, and solutions. But something's off. Your client nods at the right moments, signs the paperwork, yet you sense there's a conversation happening beneath the surface that you're not part of.

Dr. Michael Thomas, Associate Professor at the University of Georgia and author of Black Financial Culture, joins me to explore what he calls the "threads" that connect our financial behaviors to our identities, relationships, and cultural experiences. Michael's journey from accounting to financial planning education taught him something most advisors miss: the numbers are rarely the real story.

Michael introduces a powerful metaphor that transforms how we think about client work. Imagine your client's financial life as a tapestry. Most advisors focus on individual threads, one behavior at a time, trying to "fix" what looks problematic. But those threads don't exist in isolation. They're woven together with family dynamics, cultural narratives, past traumas, and deeply held beliefs about worth and belonging. When you pull on one thread without understanding how it connects to the others, the entire fabric can unravel.

This conversation goes beyond traditional behavioral finance. Michael shares how cultural context shapes everything from risk tolerance to spending behaviors in ways that standard questionnaires never capture. But this isn't just about understanding diverse clients. Michael offers a framework for empathy that applies to every client relationship.

He explains why asking "what does this behavior provide that might not be obvious?" opens doors that direct questions keep closed. How recognizing that clients bring their whole selves to financial decisions changes the way you structure discovery meetings. Why the goal isn't to eliminate emotion from financial choices but to understand what those emotions are protecting.

The technical work matters. But when you understand the threads connecting your clients' financial behaviors to their lived experiences, you stop solving the wrong problems.

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