Have you ever wondered why your partner can walk through a shopping centre without buying a thing, while you’re already carrying three bags? Or why one friend researches every purchase for weeks, while another decides in five minutes? Perhaps you feel guilty every time you spend money, while someone else seems to spend it as quickly as they earn it.
The interesting part is that none of us believes we’re being irrational. We simply believe our way of thinking about money is “normal”.
The truth is, our relationship with money has far less to do with numbers than we might think. It is shaped by our experiences, our upbringing and the beliefs we formed long before we understood what investing, budgeting or retirement planning even meant.
Behavioural researchers believe many of our beliefs about money begin forming during the first seven years of life. Long before we understand investing or budgeting, we are observing how money is spoken about, how it is earned, spent and valued within our family. Those lessons stay with us far longer than we realise.
They don’t determine our future, but they do create patterns. Some of us become natural savers. Others value freedom and experiences above financial security. Some find it difficult to spend even when they can comfortably afford to, while others are generous to a fault. None of these tendencies are inherently right or wrong—they simply influence the way we make financial decisions.
One of the most enjoyable conversations I’ve been having with clients recently has been around Money Archetypes. Rather than measuring financial knowledge, the questionnaire explores our natural relationship with money and what motivates many of our financial decisions.
The results have been fascinating.
Several clients have told me that the exercise confirmed things they had always known about themselves but had never really understood. Others discovered why certain financial decisions have always felt easy, while others require far more discipline and intentionality. For many, it has provided language to describe behaviours they have experienced for years without ever recognising the underlying motivation.
Perhaps even more interesting has been completing the exercise with couples.
It is common for partners to approach money very differently, not because one is “better” with money than the other, but because they value different things. One partner may naturally prioritise security and long-term planning, while the other values experiences, generosity or personal freedom. Understanding these differences often changes the conversation from “Why do you always do that?” to “Now I understand why you think that way.”
In many cases, couples have also been pleasantly surprised to discover how much common ground they actually share. Recognising both the similarities and the differences can lead to better conversations, fewer misunderstandings and more intentional financial planning.
Of course, your money personality is only one part of the picture. It doesn’t replace a financial plan, nor does it determine your financial future. Good financial decisions still require thoughtful planning, discipline and clear goals. However, understanding the behaviours that influence those decisions can be incredibly valuable. Self-awareness is often the first step towards lasting financial change.
As financial advisers, we spend a great deal of time discussing investments, retirement planning and tax efficiency. Those conversations remain essential. Yet some of the most meaningful discussions begin with a much simpler question:
“Why do I think about money the way I do?”
The answers are often both insightful and surprisingly enjoyable.
If you are curious about your own Money Archetype—or would like to complete the questionnaire together with your spouse or partner—I’d be delighted to incorporate it into your next review meeting. It isn’t about labelling people or finding a “right” personality. It’s simply another tool to better understand your relationship with money and to ensure that your financial plan reflects not only your goals, but also what motivates you to achieve them.
Written by Sigrid
