Most Advisors build plans around numbers. Emily Rassam builds them around people.
In this episode of The Human Side of Money, Brendan sits down with Emily Rassam, Partner and Senior Financial Planner, to explore how she infuses purpose and emotion into every aspect of the planning process. Emily’s approach goes beyond spreadsheets and projections. It’s about helping clients clarify their values, align their decisions, and live intentionally with their wealth.
They start by exploring how a simple question, “If you had unlimited funds, what’s the first thing you’d do?” This question can uncover a client’s deepest motivations. Emily shares how she translates these insights into personalized planning frameworks that give each client a visual reminder of their dreams and priorities. From there, she builds financial plans that reflect both the math and the meaning behind every decision.
Emily and Brendan dive into the psychology of money, examining how past experiences and family stories can shape our relationship with spending and saving. They discuss why some clients struggle to spend even when they have more than enough, and how Advisors can guide those clients toward balance without judgment. Emily reveals her practice of celebrating milestones and “spending wins” with clients to reinforce positive behavior and joy around money.
The conversation goes deeper into helping clients define “enough,” connect values to goals, and navigate trade-offs that honor what matters most. Emily offers a window into how she integrates behavioral insights and purposeful planning to make every plan a living, evolving reflection of a client’s life.
You’ll Learn:
• How to uncover the deeper motivations behind client goals
• The importance of connecting values and money decisions
• Ways to help clients spend intentionally and celebrate financial joy
• How to apply behavioral principles to deepen planning conversations
• Practical scripts to guide clients through trade-offs and “enough” conversations
If you’re an Advisor who believes the best plans start with people, not portfolios, this episode will challenge and inspire you to rethink how you connect clients’ money to meaning.
Listen now to learn how to turn every plan into a purpose-driven partnership that reflects the human side of advice.
To sign up for Brendan’s newsletter packed with resources to master the human side of advice → Click Here
About Our Guest:
Emily Rassam is a Partner and Senior Financial Planner known for blending technical expertise with the emotional intelligence required to guide clients through life’s biggest financial decisions. With nearly two decades in the industry, Emily has become a recognized voice in behavioral finance and intentional planning. She’s been featured by Investopedia for her insight on creating purpose-driven financial strategies and was recently named a Partner at Archer Investment Management. Her work centers on helping clients move beyond accumulation toward alignment, using money as a tool to live richer, more meaningful lives.
Connect with Brendan:
RFG Advisory
LinkedIn: Brendan Frazier
