2025 Global Book Awards Bronze Medalist in Business & MoneyMost money advisors abide by the "rational man" theory. If you give people enough info, they'll make a highly rational decision. That's insane! We are human beings; we are never purely rational. Emotions play a huge role in everything we do. In other words, we are emotionally invested.When Mary Clements Evans CFP(R), CDFA, ABFP(R) opened her financial services firm in 2008, she began experimenting with a completely different way of interacting with clients. Her intent was to create an environment where people would never feel judged or guilty about money decisions. And her practice grew phenomenally. She helped clients identify and understand their Money Why--the underlying reasons behind their financial actions--and things finally made sense to them.After nearly two decades of "financial therapy," as she calls it, she's written this book. It's aimed at individuals and couples who feel frustrated and overwhelmed by money and have a hard time talking about it. But instead of telling you what stocks or mutual funds to buy, this book contains her most important observations from working with five hundred individuals and families. Chief among them is the different Money Whys people bring to the table, how they subconsciously affect financial decisions and, most important, how to identify yours (and your partner's). Knowing your Money Why is the first step to achieving financial happiness now and in retirement.