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 Master List of Goals


Goal setting is fundamental to sound financial planning. Whether we’re meeting with new or long-term clients, it is essential to identify and prioritize their objectives before making recommendations. Often, clients may have difficulty expressing and assigning precedence to their goals. Or, they may simply overlook a need or objective.  

In response to this challenge, we’ve created this “Master List Of Goals.” This resource is inspired by the work of Ray Sin, Ph.D.; Ryan O. Murphy, Ph.D.; and Samantha Lamas, who authored “Goals-Based Financial Planning: How Simple Lists Can Overcome Cognitive Blind Spots” in the Journal of Financial Planning. 

These foundational questions help us expand our clients’ understanding and awareness of possible goals for them to consider, including: 

  • Retirement and lifestyle goals

  • Tax planning & healthcare goals

  • Self-development and professional goals

  • Estate planning and wealth transfer goals

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