Clients seldom make decisions based on numbers alone. Instead, they follow plans that reflect their dreams and values. When you uncover a client’s underlying motivation, you turn abstract targets into goals they care about and will likely pursue. Experts in behavioral finance have found that people tend to save more when goals are tied to their ethos.
Here are seven practical questions to discern motivation and translate what might seem theoretical into clear, trackable, and actionable goals. Beyond this, according to the Financial Planning Association, advisors can help clients improve relationships, increase their financial and life satisfaction and even shape the financial health of society at large.
1) What would make the next 10 years feel meaningful to you?
This is a good way to inspire clients to open up about values and priorities without putting your own bias on them. Listen for themes like freedom, family, impact or creativity.
2) Which life moments do you want your money to enable?
Broaching this question helps you uncover how they might be strategic and approach things from a purpose-based spending and saving perspective. The client might hint at milestones like a home purchase, pursuing education, taking a sabbatical, starting a business or taking on a caregiving role.
3) What worries you most about money, and what would relief look like?
This question helps you uncover their anxieties around risks and the desired emotional outcome. For instance, they might indicate market anxiety, job stability, health costs or tax surprises as concerns that weigh on them. This question is likely weighty as, per a Yahoo Finance/Marist Poll 2025 survey, a third of Americans indicated their financial situation has deteriorated in the past year.
4) If we had to pick only three priorities for the next 12 months, what would they be?
Clients might let you in on areas they’re willing to compromise on while giving you insight into their near-term focus. This feedback can help you figure out the top goals that will likely create momentum and impact on their financial health.
5) Tell me about a financial decision you’re proud of and one you’d like to redo.
Posing this question can help you call out behavior patterns you might reinforce or correct. For example, a client might disclose triggers, strengths and tendencies that might be a boon or detriment to their goals.
6) Who else is affected by these goals, and how do they shape decisions?
Nine in 10 Americans (90%) set financial goals for 2025, according to a NerdWallet survey of over 2,000 adults, conducted online by The Harris Poll. But a client’s financial situation likely doesn’t exist in a vacuum. There are likely stakeholders and social drivers behind choices. Spouse/partner alignment, aging parents, children and charitable causes are likely factors in the background.
7) How will we know we’re winning in 90 days, one year, and three years?
This is one way to help clients define meaningful metrics and their related timelines. Account balances, debt ratios, account setups and other key performance indicators can underline the success of their plan.
Turning Insight into Action
Great planning is driven by intention, not solutions alone. You might find inspiration from these seven questions that can lead to clarity around goals, priorities, and tasks. Couple human insight with a streamlined back office and you stand to gain a lot. Clients feel seen and understood and you appear engaged and invested in their goals.
On that note, the most effective advisors build these questions into the digital intake so every client conversation bears fruit. Each response should be assigned to a goal, task, document or approval path. On the client’s end, use goal tags and milestones so they can see progress spelled out at each review. Visibility spurs action and builds trust.
You might be wondering about the increased administrative overhead that comes from this extra layer of attention, however. Don’t sweat it! Docupace helps eliminate the operational inefficiency by digitizing the prep process. With automated workflows, prefilled forms and real-time data syncing, you’ll be way on your way to more meaningful client interactions. Click here to learn more and schedule a discovery call.
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