A new campaign backed by pension provider Aegon and led by Dr Tom Mathar will challenge the traditional, transactional model of finance advice.
Money:Mindshift has launched with a mission to reshape how people understand and engage with their financial lives, recognising the emotional and psychological realities behind people’s money decisions.
Through a podcast and digital hub, the campaign will explore topics like emotional spending, resilience and long-term planning.
The launch comes as new research from Aegon reveals that nearly half of Brits believe that money can buy happiness, while 27% disagree and 28% remain unsure.
Dr Tom Mathar says: “Money:Mindshift is about shifting from numbers to your North Star – from focussing solely on financial outcomes to being guided by what truly matters in your life.
“At the heart of Money:Mindshift is the recognition that it’s completely normal to feel regret, anxiety, or even shame about money. These are not failures, they’re insights. And we can work with them constructively.”
Dr Mathar said being human-centric means recognising that people are more than just clients and good financial advice should reflect that understanding.
Money:Mindshift will also explore the difference between being well ‘off’ and living a ‘well-lived life’.
Dr Mathar explains: “Money is an important part of a well-lived life, just like yeast is important when baking bread. But bread also needs flour, water, and salt. Likewise, a fulfilling life needs more than just money. It takes love, purpose, health, and connection. All the ingredients matter.
“A well-lived life includes your health, your relationships, your education, your self-awareness. These are all assets too.”
He adds: “The truth behind the age-old question of whether money buys happiness is nuanced. If you’re struggling to make ends meet, more money can absolutely improve your quality of life. But if you’re already earning well, the real question becomes: are you sacrificing something else for that additional income and how does that impact your overall well-being?”
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