Prioritizing the human condition

For Vanessa N. Martinez, CEO and managing partner at Expressive Wealth, the foundation of effective financial planning is simple. “The biggest piece is communication,” she says. In her practice, it’s not just about gathering information, but also about understanding the “why” behind each financial decision. This approach allows families to dig deeper into their values and long-term financial goals. It’s about more than numbers; it’s about connecting those numbers to the individual’s life story. 

Martinez, pictured above, often finds that clients are unaware of the true drivers behind their financial goals.

“If a client is saying they’d like to have two new boats, [it’s about] understanding why – did they grow up with them? Were they at their grandparents’ house? Were they at their parents’?”

This line of questioning incentivizes clients to reflect on their motivations. In many cases, financial goals are influenced by one’s environment, like a neighbor or friend who sets a certain example. Martinez aims to strip away superficial desires, helping families discover the deeper reasons behind their choices.

“Is there truly something more profound you’re selecting? Why these values and goals? How do they actually tie together?” she asks. This, she says, is what makes financial planning meaningful and lasting. 

The integration of behavioral psychology into her practice is another unique aspect of Martinez’s approach. She explains that the human condition is at the core of every decision, and that understanding this is key to long-term success in financial planning.

“If we prioritize the human condition, that will encompass all of those pieces,” she says. “Too many people have leaned on behavioral finance to be just the decision-making process. Why did you do what you did? That might lean, I believe, maybe not in the right direction.”

In this way, Martinez strives to see the bigger picture in clients’ lives. She often explores multiple generations when discussing financial planning, understanding how the financial needs of parents, children, and even grandparents might intersect.

“If you’re telling me, 'I’d really like to build my plan,’ and you're sharing all these wonderful ideas ... well, how are your parents?” she asks, encouraging clients to consider factors they might not have previously weighed. It’s a reminder that financial planning isn’t just about today or tomorrow – it’s about managing resources over an entire lifetime, including obligations to both older and younger generations. 

And these conversations that Martinez has with her clients extend beyond her financial practice to her team as well. Communication is not just a buzzword for her – it's something she actively fosters within her organization.

“We’re a small team of eight, and I’m hopeful that even as we grow, we’ll continue to have this great culture of caring for one another,” she says.

Martinez believes that real connections come from asking deeper questions, much like she does with her clients. It’s important to be aware of how people are feeling, even when they don’t outwardly express it.

“You can tell if you see someone every day and they don't look like [it’s] a normal day. You can sense it, and it’s your decision to ask or not ask.”

Holistic well-being also plays a crucial role in the culture Martinez cultivates within her firm, and it shapes the client experience. For her, it’s essential that the organizational culture reflects the firm’s mission.

“If your organizational culture is where you want it to be, it will cultivate the mission of your practice,” she explains. “Our team should have their estates in order, our team should have their financial plans in order, and I believe it’s the leader’s job to make sure that happens.”

In wealth management, it can be easy to focus solely on financial growth, but Martinez knows that a successful firm is about much more than that. It’s about helping clients navigate life events, from joyful milestones to difficult losses, and ensuring they have the right financial strategies in place to support them. It’s about providing value beyond the numbers, embedding personal values in every financial decision, and ensuring those values are carried on through generations.

“We're there with our clients, side by side, helping them with the good, the bad, and the ugly – whatever comes out of life,” she explains.