The assessment tool is based on psychological and neuroscience principles and will help financial planners discover what motivates their clients about finances, the firm said.

Specifically, it aims to give planners insights into clients’ motivations on factors such as prestige, spontaneity, peace, simplicity, virtue, security, control and growth.

“The MAP assessment saves time, strengthens trust, and eases implementation,” said Susan Zimmerman, who runs the program. “Clients have a historic style and preference driven by their money motives, which have often been on ‘unconscious auto pilot’ mode,” she added.