found Kathleen Gurney's book both fascinating
and illuminating. It gave me a new perspective
on the way in which individuals make and live
with investment decisions. That perspective
helped me deal with the issues faced by many
wealthy investors, and to provide them with
better advice. Understanding that decisions
are made both in the head and 'in the gut'
has proven to me to be fundamental insight.
In many ways, Dr. Gurney's work actually turned
out to be a pioneering effort in a field which
has now grown considerably. The idea of bringing
together finance and behavioral science issues
has in my view proven to be a critical development
that is now helping investment advisors serve
individual investors better.
Brunel, Editor The Journal of Private
I read 'Your Money Personality' I was struck
by two things. The first was the very real
approach of the writing. Most books on personal
finance are written about money or financial
products. 'Your Money Personality' is about
people. As a result, the book is easy to read
and I could quickly identify with my own situation
and how the topic related to me personally.
The second was that the book was very action
oriented. Many 'personality profiles' are
interesting, but useless. The profiles are
clearly developed with a purpose - correcting
Wadehra, VP, Customer Education GE Financial
Gurney's book drawing on her pioneering work
in financial psychology is a must read for
anyone involved in investment communications
with individuals. Furthermore, the growing
trend towards the individualization of all
retirement assets makes reading her book even
more compelling. We continue to look to her
as an idea leader in the area, and have used
her work to distinguish ourselves competitively."
Saner - Brinson Partners
book, Your Money Personality, was a real winner
and I recommended it to many friends for its
insights which are well worth their time."
DeFeo, President Remington Shavers
contribution with your book, 'Your Money Personality',
has been of the utmost importance for all
the financial community. You have created
a very sensible new concept and your contribution
in the area of analyzing the way people think
and act when they invest is both very original
and incredibly accurate.
Morin, CFO - Publicis Europe (Europe's
largest advertising agency)
|We think your book is
Wealth Management, LLC
start by giving clients the Moneymax®
questionnaire and review the report. We know,
by looking at the individual traits, if the
client wants to be involved in every decision,
or if they want the decisions made for them.
We also look to the Profile to see what kinds
of investment options the client will be more
likely to accept. In every instance where
we have used Moneymax® with a client,
it has been right on target."
Smith, Dain Rauscher
clients have been eager to fill out the Moneymax®
Profile and impressed with the report, as
well as my interest in investing their money
according to their financial personality.
It has been especially helpful in joint accounts
to identify objectives and goals where the
husband and wife differ on the amount of risk
they desire. They leave the office with concrete
evidence outlining whey they invest the way
Kloster, Raymond James Financial Services
a recent seminar, I handed out the Moneymax®
Questionnaires and talked a little about how
important investor profiling could be. I got
nine back before we left the seminar. The
most important thing, of course, is the accuracy.
Time after time, people with whom I am reviewing
the profiles are totally agreeing with the
results. It's amazing!"
Beuchler, Everen Securities
Gurney has developed tools that truly help
people understand who they are financially...many
of our 10,000 American Express financial
advisors use her tools daily in their practices."
Enright, Director of Marketing, American
Express Financial Advisors
sent Moneymax® questionnaires out to 10%
of my clients as a trial. I was astounded
at the response. I received 95% of the questionnaires
back completed within 48 hours. Now I am very
busy with several clients because the profile
opened up a whole new picture. In fact, one
I met with had a sizable six-figure account
with another firm here in town and now they
are transferring it all over to me. Their
broker didn't understand them - I did.
Perkins, Raymond James Financial Services
have known Dr. Gurney and have used her work
for over ten years. I have always considered
her the pioneer and industry leader in the
field of Investor Psychology. Her concepts
are easy to grasp and apply, yet the simplicity
belies the depth of knowledge about a client
that a practitioner gains from her process.
B. Trone, CEO Investmgt
has made a huge impact on my profitability.
Now, 95% of my business comes from referrals.
When people feel they are truly being services,
they tell their friends.
Rogin, Strategic Financial Designs Northfield,
more than five years, an integral part of
my fact-finder process has been Dr Gurney's
Moneymax® investor personality profiling
system. The survey tells me how an individual
thinks about money. That tells me al lot about
whether I'm going to have a good match and
that is valuable.
Wade, Wade Financial Group, Inc. Minneapolis,
prospective clients have shown a genuine interest
in the Moneymax Profile. Most have been very
eager to fill it out and have been impressed
with the report generated from the data.It
definitely has earned the status of a favorite
tool in our tool-chest of resources . . .
we are very happy with the Moneymax® Profiles.
We are certain they have helped show clients
that we are interested in serving their needs
and helping them fulfill their expected goals
. . ."
Kloster, Raymond James Financial Services
a month afterI gave a "Your Money Personality"
seminar, I got a call from a woman who heard
me speak. She proceeded to tell me how my
talk really hit home and made sense. She had
a very large portfolio and had been with the
same firm for quite awhile, but had been unhappy
with their service of her account for some
time. She felt that they patronized her and
they didn't deal with both her and her spouse's
individual and joint needs.I invited them
to my office and offered to do a Moneymax®
Profile on each of them. The woman turned
out to be a Safety Player and her husband
was an Entrepreneur - very different profiles
with very different needs. I took the time
to go over their individual profiles and then
their joint comparison report and showed them
how I would work with them based on their
needs, both individually and jointly.They
were so delighted with the difference in style
and communication and Immediately transferred
their $5,000,000 portfolio to me.
Ingalls, Dain Rauscher Minneapolis,
has improved my show rate from 2.1 to maybe
as much as 5.4. People are so enthusiastic
about getting to know who they are that they
just come in to get their profile results.
I've had lots of positive results and will
be using Moneymax as far into the future as
I can see.
Rapp, American Express Financial AdvisorsMechanicsburg,
|Your Money Personality
Seminar was the hit of the Program. Here's
what some attendees said about the program"
'The material is very interesting' gives a
new perspective of looking at finances; the
issues hit home; most informative, genuinely
enjoyable; very enlightening; helpful as well
as entertaining; great information; the best
event of the day.
of Marketing Boston, MA
|The seminar "Your
Money Personality", was greatly received.
Many of the attendees have requested a follow-up
seminar. It was the best-attended Executive
Round Table Meeting in the five years we've
|N.H. , Director
of Human Resources Los Angeles, CA
|Our audience of over
300 executive women reacted extremely positively
to your program, "Your Money Personality".
While the seminar content provided an overview
of the psychology of money management, the
anecdotes and insights on key points touched
the individuals in the audience. We received
excellent evaluations after the presentation.
Associate Director, National Association
for Female Executives, Inc.
|Thousands of Australians
have been inspired by your seminars and media
appearances to take control of their money
and make a financial difference in their lives.
Dowd, Women's Investment Network Australia
|Thank you so much for
'sharing yourself' with our organizations
today. As usual, your presentation was not
only informative, but thought provoking. Many
of the things you mentioned confirmed for
me once again the reasons I love this business.
You helped us gain insights into ourselves
as financial professionals that will enable
us to better meet the needs of others.
N. Hanna, CRP, CFS Program Chairman,
Cincinnati IAFP Cincinnati, OH
|Dr. Gurney's knowledge
of financial services is great. Her work in
the financial services industry is well known
and respected. She is a nationally recognized
and sought after speaker. She engages her
audience in her presentations and makes learning
Knisley, President SAC Consulting, Inc