Money With Meaning: Why Your Values Matter in Wealth Building

A line chart showing your values vs your use of money and where your happiness falls.

Friends, let’s talk about money—not just earning it, but making it work for you in a way that actually aligns with who you are. Too often, financial advice comes at us like a soulless math problem: earn, save, invest, repeat. And for some people, it feels like using tools and instruments that don’t quite seem real. But here’s the truth: building wealth isn’t just about stacking cash—it’s about creating financial security that actually feels secure. And that starts with one key question: What really matters to you?

The Missing Piece in Wealth Planning

Picture this: You’ve hit your income goal. Maybe you’ve paid off debt, built up some investments, and have a growing bank account. But something still feels... off. Maybe you’re exhausted, working a job that doesn’t align with your values. Or you’ve saved so aggressively that you’ve squeezed the joy out of life. Or, who knows, maybe you’re crushing it financially, but the success feels hollow because it’s been a while since you stopped to ask, "Why am I doing this?"

That’s why values-based wealth planning is so important. It ensures your money isn’t just growing—it’s growing in a way that supports your real priorities. And for me as a woman, apparently, this matters even more than it may to others. Studies show women tend to approach money differently than men, prioritizing security, well-being, and the people we care about over making gains or winning. Yet traditional financial advice often ignores these nuances, leaving some women and

some men alike with less mojo than they'd like to hit those financial goals. Time to flip the script.

Step 1: Define What Financial Security Means to You

Forget what the world tells you financial success should look like. Do you want to retire early and travel? Build a business that supports causes you love? Have the freedom to step away from work to raise kids or care for family? Buy an old farmhouse and spend the next 30 years making it beautiful on your own? Security looks different for everyone, so your plan should reflect your vision—not someone else’s.

A good way to clarify this is by asking:

What would make me feel financially safe? (Enough savings, a paid-off home, etc.)
What would make me feel fulfilled? (Helping others, creative freedom, impact)
How do I want my money to support my day-to-day life, not just my future?

Step 2: Align Your Earning Strategy with Your Values

If making money feels like a soul-sucking grind, something’s off. Sure, every job has tough days, but your income should ultimately support—not contradict—your values. It’s a bit like when you’ve committed yourself to a new sport or fitness regime – how the heck are we supposed to do that day in and day out if we don’t actually enjoy it on some level? Maybe that means negotiating for a better work-life balance, shifting into a field that excites you, or starting your own venture that reflects your passions. Wealth should empower you, not drain you.

Step 3: Invest with Intention

When it comes to growing your money, values-based investing is a game-changer. Ethical investing, sustainable funds, and businesses that align with your priorities ensure your money works for the world, not just within it. It’s not just about maximizing returns—it’s about making sure those returns reflect your beliefs. Furthermore, taking the time to engage with your advisor and your investments

to understand how they work and why they move the way they do can offer just as much satisfaction as earning the money in the first place.

Step 4: Spend in a Way That Feels Good

Here’s a secret: being financially responsible doesn’t mean denying yourself joy. Remember this mantra: Money is a tool, not a trophy. If your budget is so tight that you’re missing out on life, it’s time to rebalance. Spend in a way that brings real happiness—whether that’s travel, learning, or just knowing you have a cushion for life’s surprises.

The Bottom Line

True wealth isn’t just a number in your bank account—it’s about feeling safe, free, and aligned with what matters most. When you build a financial plan rooted in your values, you’re not just securing your future—you’re making the journey there a whole lot more meaningful. I look forward to digging a little deeper into your activity values with you so that we can ensure optimal alignment of you, your wealth and your happiness.

Gillian Stovel Rivers, MA, CFP®, CEA

Senior Wealth Advisor

Assante Financial Management Ltd.

www.surroundwealth.com

Gillian Stovel Rivers is a Senior Wealth Advisor with Assante Financial Management Ltd. The opinions expressed are those of the author and not necessarily those of Assante Financial Management Ltd. Please contact her at (905) 335-1950 or visit www.surroundwealth.com to discuss your particular circumstances prior to acting on the information above.

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