Building The
Behavioral Advisor
The profession’s premier human-first coaching experience. A cohort-based program that transforms how advisors serve clients — and themselves.
The Journey
Welcome to the journey
Our cohort-based experience is designed for financial planners committed to the achievement of funded contentment for their clients, and for themselves. This immersive program trains “player-coaches” on how to guide clients on timely financial decisions and timeless considerations of how money fits into a meaningful life.
The “Behavioral Advisor” who emerges from this transformative experience will sit on the leading edge of the global wealth management industry. We aspire for this program to be a watershed moment in your career.
“An immersive coaching experience that will not be similar to anything you have done in your career thus far. Take the leap.”
— Stephen Edwards, Baird Wealth Management
“I had sky-high expectations for BTBA but was still blown away by the experience.”
— Ross Marino, Advisor2x
2026 Dates and Registration Now Available
Cohort 15
Oct 8 – Dec 3, 2026
- 10 hours live instruction
- Certificate in Behavioral Advice
- CFP© CE credit
- Lifetime alumni community access
By the Numbers
Building the Behavioral Advisor by the Numbers
How it works
What to Expect Along Your BTBA Journey
01
Experiential learning.
As busy professionals, it’s critical for you to efficiently understand new and powerful perspectives in behavioral advice, and then apply them in your day-to-day practice.
02
"Flipped classroom."
Watch recorded content at your own pace and then attend the live sessions prepared to discuss, apply, and practice. Learn from the team of Shaping Wealth experts as well as your peers.
03
Small group "pods."
You will be assigned to a 3–5 person “pod” for further creativity and connection. Alumni consistently report that these peer-to-peer engagements are a top feature of BTBA.
04
A growth platform.
A powerful lesson from ten BTBA cohorts is that you will get out of the program what you put into it. For growth-oriented advisors, BTBA can be the most impactful learning experience of your career.
05
Just the beginning.
You will be both inspired and challenged by the immersive BTBA experience and then enjoy lifetime access to the exclusive global Shaping Wealth alumni network for ongoing meet-ups, idea sharing, and more.
The Experience
BTBA is a Game-Changing Experience
Our alumni call the program “transformative.” It not only upskills you on the practice of leading-edge behavioral advice, but is an inspiring process of self-discovery and community building. Ultimately, you will earn an extensive and original toolkit to motivate deeper client trust and more “referral worthy” moments.
You'll receive
- 10 hours of live instruction
- Hours of additional video content and a rich library of articles for deeper exploration
- A beautifully designed custom workbook for lifelong learning
- Significant CFP® CE credit hours
- Certificate in Behavioral Advice
- Lifetime access to asynchronous replays and content
- Ongoing meet-ups with the Shaping Wealth Team and broader BTBA community
2026 Schedule
Cohort 15
Oct 8 – Dec 3, 2026
Session 1
Thursday, October 8
Session 2
Thursday, October 22
Session 3
Thursday, November 5
Session 4
Thursday, November 19
Session 5
Thursday, December 3
Investment
$5,900
Due upon registration. Includes all program components.
Please fill out the registration form, including if applicable, your CFP details. Remember to select the cohort you are registering for. Learn more here:
Alumni
What Advisors Say
“
I’m convinced that this is the best intro to behavioral finance and positive psychology that folks in our industry are likely to find.”
Andy Baxley
Two Trail Heads Financial Planning
“
I have learned more from Shaping Wealth’s BTBA program than any textbook or designation will ever give me.”
Dan Haylett
TFP Financial Planning
“
Utterly original and exceptional.”
Jonathan Novy
Ritholtz Wealth Management
“
I’m convinced that this is the best intro to behavioral finance and positive psychology that folks in our industry are likely to find.”
Andy Baxley
Two Trail Heads Financial Planning
“
I have learned more from Shaping Wealth’s BTBA program than any textbook or designation will ever give me.”
Dan Haylett
TFP Financial Planning
“
Utterly original and exceptional.”
Jonathan Novy
Ritholtz Wealth Management
“
Seismic implications for the business of financial advice, shifting the lens through which advisors see what they do and how they do it.”
David Armstrong
“
I think what you are developing here IS the future of wealth management.”
Amy Szostak
Northern Trust
“
In terms of impact in the future, I believe I will look back at this experience as a touchstone moment where our practice changed.”
James Grace
Silver Pine Capital
“
A quantum leap, beyond behavioral finance, that delivers on becoming a better advisor for clients.”
Michelle Arpin Begina
Snowden Lane Partners
“
I can’t recall a period of time when I had more reflection, deeper insights, and life-changing transformation.”
Dovetail
Snowden Lane Partners
“
I’ve grown as an advisor and a human.”
Uziel Gomez
“
The community you’re building is incredible.”
Dennis Morton
Morton Brown FW
Join Our Growing Community of Behavioral Advisors
Your BTBA journey will help you:
-
Hours of additional video content and a rich library of articles for deeper exploration
- Acquire the skills to lead and inspire others with this knowledge
- Understand the elements of human nature that create a fraught relationship with money
- Increase empathy and develop storytelling skills that elevate the client experience in a manner that sets you up to exceed expectations
- Create a fresh, actionable vision for how your firm can create a competitive edge
- Magnify the chance that your clients, and you, will flourish
Register Now
Frequently Asked Questions
Common Questions
Time is my most limited asset. What commitment do I need to make in order to succeed?
Over the course of the eight-module experience, we think that approximately three hours per module puts you in a great situation to level up your behavioral prowess and accelerate your career. Imagine devoting one intense day over the span of the whole program and you’ll be positioned to win.
I'm super-busy and can't make all of the live sessions. Can I access the content I missed?
Yes! Each Module will have an asynchronous option. When you can’t make a session, you can watch, read, and listen in order to remain on track. The community element of the program, including group discussions and projects, are incredibly valuable, so we would not recommend skipping sessions unless necessary.
Can you give me a specific ROI for the program? I want to get my money's worth.
BTBA is designed to make you a better advisor running a better planning practice. And our alumni have spoken: feedback is consistently excellent. Advisors have better engaged clients, changed their planning process, built stronger teams, and more. The ultimate question from us to you is: how are you going to use BTBA to achieve your personal and professional goals? We are committed to helping you achieve them. Generally, we have observed that the more someone puts into the program, the more they get out of it.
Who else will be in my cohort?
Cohort-based learning brings particular benefits. Taking the journey as part of a team is both engaging and fun. Expect that your teammates will be similarly forward-looking, growth-oriented financial advisors. You’ll hear and see first hand what other modern advisors are thinking about, struggling with, and already executing with excellence.
What if I don't want to share personal, life, or business details with the group?
You are not required to disclose nor will you be asked to share anything you don’t want to share. That said, this journey is about engagement and growth. We are building the experience to be a watershed moment in your career, and part of that accomplishment is engaging with your authentic future self.
Can I "fail" the program?
Sort of. You can show up but not do the work, or just fail to show up at all. If you choose not to engage the material and writing exercises, you will not obtain the skills of being a Behavioral Advisor. This is a proper coaching program, not just a course to audit, and we see our most successful alumni arrive with a growth mindset and really dig in. If you don’t want to lean in, engage with your peers and the Shaping Wealth team, and take this as an opportunity to level up your career, please don’t sign up. Disinterested advisors dilute the experience for others.
Be Transformed
Join a cohort of advisors committed to becoming the best in the profession — and the most human.