In this episode, Rory speaks with Tim Maurer, CFP®, registered life planner, and Chief Advisory Officer at Signature FD, as well as a regular contributor to CNBC and Forbes. Tim shares his philosophy that personal finance is more personal than finance, emphasizing the role of emotions, behavior, and storytelling in financial planning. Discover why most clients implement less than 20% of financial plan recommendations—and how behavioral finance can help bridge that gap. Learn how Tim’s Live, Grow, Protect, and Give framework transforms traditional financial planning by aligning money with personal purpose. Tim also explores the power of narrative, drawing insights from Donald Miller’s StoryBrand approach, and explains why advisors should act as guides—not heroes—in their clients’ financial journeys. Are you curious about how to improve client engagement and create lasting impact? Want to learn how to move beyond numbers and help clients align their money with their life’s purpose? Find out the answers to these questions and more in this insightful conversation with Tim Maurer.