In a world where a person often measures financial success by what they’ve accumulated, Dr. Brian Portnoy, CFA, a speaker at the upcoming AICPA Personal Financial Planning Symposium in January 2026, challenges that mindset with a more human definition of wealth: funded contentment.
Funded contentment is rooted in the idea that purpose and personal wealth can overlap. But to help clients attain their financial goals, advisers need emotional intelligence (EQ) — a human-centered, empathy-driven approach that changes the role of CPA personal financial planners, especially during a time when reliance on technology and artificial intelligence (AI) is increasing.
In the AICPA Personal Financial Planning podcast, Portnoy provides insights into how CPA financial planners can assist clients to move from accumulating assets to creating lives that are truly meaningful.
From being rich to being wealthy
According to Portnoy, there’s a crucial distinction between being rich and being wealthy. “Rich,” he explained, “is the pursuit of more — more money, more status, more things.” But that pursuit rarely satisfies. Psychology calls it the hedonic treadmill: Once we achieve what we want, we quickly want the next thing.
True wealth, Portnoy said, is different. It’s “being able to afford a life that’s meaningful to you.” That’s what he calls funded contentment — the intersection of money and purpose. Rather than chasing higher balances, clients should aim to ensure their resources support the things that matter most to them.
For CPA personal financial planners, this shift of perspective changes the conversation. Instead of starting with the numbers, Portnoy encouraged advisers to begin by asking, “What’s truly important to you?” Only then should planners turn to the question: “How can we afford those things?”
Portnoy is the founder of Shaping Wealth, a Chicago-based firm that trains wealth management professionals on how to assist clients using evidence-based research and behavioral finance. His session at the AICPA Personal Financial Planning Symposium, “Emotions at Work: EQ for Advisors,” will highlight the importance of EQ and how it can transform client relationships and overall firm culture.
The importance of asking open-ended questions
Helping your clients discover what a meaningful life looks like isn’t always easy. Portnoy suggested that you ask your clients questions that encourage introspection and future-forward thinking.
Have your clients imagine their future selves. “Twenty years from now, if you’re in a state of calm and peace of mind, what does that look like?” questioned Portnoy.
With the future visualized, they can consider possible regrets. “What would your future-self regret not doing, and what can you do today to avoid that outcome?”
These powerful exercises can shape a vision of happiness before assigning a dollar value to it. As said in the podcast episode, the process is about “changing the paradigm, from how much money do I need, to what kind of life do I want?”
Financial advisers are coaches and guides
Portnoy noted that the financial planning profession has evolved — from managing investments to delivering holistic advice. Today, advisers help clients navigate uncertainty, complexity, and change.
“Technical expertise will always be nonnegotiable,” he said. “But it’s one thing to build a beautiful engine. It’s another to ask whether we’re even driving in the right direction.”
In an era when technology and artificial intelligence are reshaping businesses and industries, the human side of financial planning — empathy, listening, and connection — is becoming the true differentiator.
As AI automates more technical functions, Portnoy said that the advisers who thrive will be those who develop high EQ. While IQ is largely fixed, EQ can be improved with practice.
Portnoy breaks EQ down into four areas — self-awareness, self-regulation, empathy, and social skills — likening them to “stations in a CrossFit gym” that planners can train over time.
Empathy is essential for building trust and connection. But self-awareness must happen before you can cultivate empathy. “Working on ourselves drives our ability to connect with others,” Portnoy explained. Research backs this up: Organizations that invest in EQ training often see stronger employee engagement, higher client satisfaction, and better overall performance, according to the Harvard School of Business.
The demand for human understanding is growing
In the era of AI, Portnoy challenges CPAs to meaningfully connect with clients.
For CPA financial planners, this is a call to action: Combine your technical precision with genuine human connection. That’s how you deliver lasting value — and funded contentment — for your clients.
Portnoy will expand on these ideas at the AICPA Personal Financial Planning Symposium, Jan. 21–23 in San Diego. Join him and other thought leaders for three days of insights on the future of financial planning, EQ, advanced tax and retirement strategies, and other relevant topics.
Listen to the full podcast episode for more from Portnoy on redefining wealth and strengthening client relationships.