Our purpose

Financial wellbeing is the study and application of how money can make us happy. That’s it. Pure and simple.

Our purpose is to help financial planners, advisers and coaches improve their client’s financial wellbeing by helping them become happier not just wealthier.

In time, this purpose may be widened to speak to people beyond the world of financial advice. However, the world of the regulated financial advisory firm and non-regulated financial coaches is our starting point.


Our guiding principles are:

  • To explore and promote the relationship between money and wellbeing
  • To provide a meeting point for the sharing of ideas
  • To influence institutions that deal with consumers on a mass scale
  • To provide a resource for the financial services community to help those who cannot afford to pay for it
  • To influence financial education to focus on wellbeing

What do we do?


We’ll research the principles of money and happiness.


We’ll turn our research into tools to use with clients.


We’ll partner with organisations to promote financial wellbeing.


We’ll spread knowledge and create a purposeful community.

In addition to these initial four streams, we are working on other areas of financial wellbeing such as mental wellbeing, providing pro bono advice and philanthropy.

Plans include offering members:

  • A non-profit meeting place to share ideas about money and happiness
  • Access to and helping design tools to help improve their client’s financial wellbeing
  • Involvement in research into financial wellbeing
  • Opportunities for pro-bono work
  • Regional events and annual conference

Get involved

The initiative will be member-led. We’d love to hear from individuals and organisations who would like to get involved.