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Conway Wealth Group, a New Jersey-based wealth management firm, said it has launched an initiative to encourage people not to treat financial affairs as separate from their everyday lives.

The firm has also created a campaign featuring regular videos, blogs, and the development of an award to be given to recipients who embody the spirit or the concept. This year, Conway Wealth Group presented the Aligning Life & Wealth Award to Casey Neistat, a popular YouTube content creator whose videos have garnered more than a billion views from his nearly 6 million subscribers.

"When we recently asked acquaintances about their perception of what we do for clients, we were shocked at the responses," the firm's chief executive, Michael Conway, said. "It turned out they defined our value solely by portfolio returns. I don't blame them. Advisors have consistently failed to deliver the peace of mind they always promise. We quickly recognized the need for a dramatic paradigm shift and to lead clients toward aligning life and wealth. We're going to be much more intentional about how we communicate this," he said.