Financial Psychology - Understand your client's Money Personality
Give your financial advising some personality with Financial Psychology's Moneymax quiz

Providing tools and insight into the psychology of financial behavior

Moneymax, which was founded by Dr. Kathleen Gurney has provided a great service to you and your clients. Effective December 22, 2020 Dr. Kathleen Gurney and her team will transition Moneymax over to my team. Her legacy will continue through this tool in the same manner that you are accustomed to. We are planning to make this transition seamless to our users as the website will continue to function as it does now. Your login credentials, past profiles, unused profile credits will remain on the server.

I am Tom Shortreed. I have used Moneymax for over 20 years and found it to be such a valuable tool for helping clients better understand themselves. It gives them insight into their own personality related to their relationship with money and also gives them a better understanding about their spouse's relationship with money. It is reassuring to clients after reviewing their Moneymax results with an advisor that the advisor can now empathize with them and can align all recommendations for them in an appropriate manner.

I have had great conversations with clients over the Moneymax results. Often they say, "Wow, that's me!" or "I can't believe how you well you know us!" There have been great discussions related to their relationship with money, trust issues they have, the challenges that they have faced, their level of contentment or feeling of being in control and many more. In addition, I have found this tool very helpful in guiding my prospects and clients in the right direction and has helped me to appropriately sell products to my clients. While using Moneymax for over 20 years, I have not found a better way to gain true insight into the financial thinking of my prospects or clients. When we were notified that Moneymax was potentially going to sunset if a successor was not found, I knew that would greatly impact my practice in a negative way.

When you have any questions please continue to email [email protected] If you or someone on your team need a refresher on Moneymax, or if you are interested in how I use the data to really connect with my prospects or clients I would be happy to share this with you. I appreciate your past and continued support of Moneymax.

Thank you to Dr. Kathleen Gurney for the development and maintenance of such a great resource. Many advisors have used this with their prospects and clients to provide enhanced recommendations and financial plan decision making.


Tom Shortreed
Personality Profiles LLC
DBA Financial Psychology Corporation
Phone number 941-346-7558

Financial Psychology Corporation offers you the tools to understand the unspoken needs of your clients. FPC tools, such as Moneymax®, are used by thousands of advisors worldwide to translate their clients' financial attitudes into confident and successful financial decisions.
Individual Investors
Tour the Moneymax Report
Moneymax is FPC's revolutionary online tool for understanding your customers. Moneymax can determine your client's "financial personality" and give you insight into their money management preferences.

The Moneymax Profile Questionnaire takes your clients only minutes to answer, and provides you with a detailed report of their money personality. Your clients will benefit from more appropriate asset allocation, greater satisfaction with the process, confidence, peace of mind, greater trust, enhanced rapport and more efficient communication.

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FREE $49.00 E-Course

FREE $49.00 E-Course on Increasing Rapport and Engendering Trust with Prospects and Clients.

Class Console

Take this continuing Education course, approved by the CFP Board of Standards, online ($49.00 value) for a limited time. It's process not product that ultimately makes you a winner. These unique continuing education courses are delivered online in an audio streaming format presented by Dr. Kathleen Gurney.

Capitalize on your greatest asset - your ability to communicate. If you don't show your clients that you understand them and can help them, your competition will.

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Moneymax® Video
Launch Video Dr. Kathleen Gurney, Ph.D. hosts two free online videos on the importance of using Moneymax for your clients.
I run a Moneymax® profile on every client. Moneymax® gives me the foundation to discuss how we can work best together. This is one of the most valuable tools I have discovered during my 30+ years in the business.
-- Russ Ketron,
Ketron Financial, LLC
Dr. Kathleen Gurney discusses topics related to the psychology of finance in her blog, including:

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