Adapting to Changing Client Expectations with Amy Mullen

Financial Behavior Thought Leaders

In this episode of Financial Behavior Thought Leaders, host Dr. Mary Bell Carlson welcomes Amy Mullen, president of Money Quotient and one of Financial Behavior Keynote Group’s exclusive speakers. Amy is widely recognized for her work in helping financial advisors transition from a transactional approach to building truly transformational client relationships. With a background shaped by both hands-on experience and academic study—including earning her CFP—Amy’s journey to the keynote stage is both unexpected and deeply rooted in a passion for the “human side” of financial planning.

Mary and Amy’s conversation digs into Amy’s path from a behind-the-scenes support role at Money Quotient to her place on the main stage, sharing stories of the early days sitting in on training sessions and the evolution that led to her expertise in values-based planning, effective client communication, and advisor development. Amy’s keen insights are enhanced by the foundational research of her mother, Carol Anderson, whose pioneering work in understanding the gap between financial knowledge and behavioral change continues to drive the mission of Money Quotient today.

Throughout the episode, Amy offers a preview of her popular keynote focused on adapting to evolving client expectations—a timely subject as both clients’ circumstances and the financial planning industry shift rapidly. She discusses new research highlighting the perceptual gap between advisors and clients around values, communication, and cultural inclusivity. Amy also opens up about her own creative pursuits, giving listeners a glimpse of the art—and science—behind her approach.

About Amy Mullen

Amy Mullen, CFP® is President of Money Quotient, Inc., an organization founded in 2001 that teaches financial professionals how to bring science to the art of relationships. In this role, Amy conducts training, provides individualized consulting, and frequently presents at national financial industry conferences on the benefits and effectiveness of a values-based approach to financial planning, understanding clients' financial motivations and how to guide them through change, and creating long-lasting client-planner relationships. All programs and consulting provide a multi-disciplinary, evidence-based approach to financial planning that take into consideration both the practical and emotional aspects that promote financial well-being and life satisfaction. Outside of the office, Amy enjoys hikes, photography, live music, and cooking.

Key Takeaways:

1. Transformational Over Transactional Relationships: Amy emphasizes the need for financial advisors to go beyond numbers and spreadsheets—truly engaging with clients’ values, motivations, and life goals. Transformational relationships are built on understanding the human side of finance, not just the analytics.
2. Values-Based Financial Planning Matters: Drawing on her mother’s influential research, Amy explains that even highly motivated clients with financial education often fail to implement good financial habits unless their emotional, values-driven motivations are explored. Tapping into clients’ core values through discovery and visioning creates meaningful engagement and facilitates real behavioral change.
3. The Communication Gap is Real: Amy highlights surprising research findings: while 89–90% of advisors believe they thoroughly understand their clients’ values and goals, only 30–50% of clients feel their advisor does. This gap signals a pressing need for ongoing, conscious communication rather than one-and-done discovery conversations.
4. Client Preferences and Needs Evolve: Advisors should regularly check in—not make assumptions—about clients’ preferences regarding meeting types (in-person vs. virtual), their financial anxieties, and even their cultural influences. Major life events can shift priorities, and only by asking can advisors maintain current, relevant relationships.
5. Effective Advising is Both Art and Science: Amy’s creative background informs her holistic approach: just as manual photography blends technical skill with artistic vision, effective financial planning combines analytics with emotional intelligence. Regular self-development and training in “soft” skills like communication and empathy are just as critical as technical expertise for modern advisors.