It’s worth starting with a personal story.
Earlier in my career, I managed investment portfolios for clients and also invested my own money. Interestingly, while the portfolios I managed for clients performed well and beat their benchmarks, my own investments went nowhere.
That might sound strange. However, the reason was simple.
When managing clients’ money, there was a clear process and discipline. Decisions were structured and unemotional. In contrast, when managing my own money, I became distracted. Selling at the wrong time. Chasing the next exciting investment. Reacting to headlines.
Looking back, the bigger issue was this:
I didn’t really know what my financial goals were.
“Grow assets” isn’t a goal. It’s vague and unhelpful.
Everything changed when we started working with a financial adviser. The conversation shifted away from markets and towards what mattered to us as a couple—our values. Giving up full control of investing was difficult, but it was absolutely the right decision. (That said, it’s still fine to keep a small amount aside that you can afford to lose.)
Why Goals Without Values Rarely Work
DIY investing sells an appealing story.
You’re in control. You don’t need anyone telling you what to do.
However, control without direction is risky.
Many years ago, I was part of a group climbing a mountain. The route was clear at first, but then the clouds came down. We lost sight of the path and ended up climbing up the side of the mountain instead. Eventually, we reached a summit, but I’m still not convinced it was the one we were aiming for.
Financial goals work in the same way.
Over the last five years alone, we’ve seen:
- COVID
- The Ukraine–Russia war
- Inflation shocks
- Interest rate rises
- Ongoing geopolitical and trade tensions
Each event created short-term market volatility. Without clear goals, those moments often lead to rash decisions.
Many people reach retirement and ask a worrying question:
“Do I actually have enough?”
Chasing numbers without meaning often leads to stress, inconsistency, and regret.
What Do We Mean by “Values”?
Some people feel the word values sounds too vague or “fluffy”. In reality, values are fundamental to any successful financial plan.
Common examples include:
- Family
- Freedom
- Security
- Time
- Contribution
Importantly, money is a tool, not the purpose.
Everyone’s values are different, and that’s exactly the point. A good financial plan reflects your priorities, not someone else’s version of success.
Turning Values Into Financial Goals
At Manning Gee Investments, we follow a simple but structured framework.
First, we focus on what matters most to you—your values and long-term priorities.
Next, we translate those into practical financial objectives.
Finally, we prioritise those goals so they work together, rather than compete with one another.
This process brings clarity and direction. It also makes decisions easier during uncertain times.
Examples of Values-Led Financial Goals
Values-led planning often leads to goals such as:
- Retiring earlier to spend more time with family
- Supporting children without putting your own security at risk
- Reducing financial anxiety rather than maximising returns
These goals are measurable, meaningful, and sustainable.
How a Financial Planner Helps Keep Goals on Track
A financial planner adds value well beyond investment selection.
This includes:
- Accountability and structure
- Adjusting goals as life changes
- Preventing emotional decisions during uncertainty
Research consistently shows that behaviour, not markets, is one of the biggest drivers of long-term outcomes. Planning helps keep decisions aligned with what truly matters.
Common Goal-Setting Mistakes
Even well-intentioned people often fall into the same traps:
- Copying what others are doing
- Focusing only on investments
- Ignoring tax efficiency and long-term sustainability
Without a plan anchored in values, these mistakes are easy to make.
Conclusion
Good financial planning always starts with what matters to you.
When goals reflect your values, decisions become clearer and confidence improves—even when markets are uncertain.
A financial plan should reflect your life, not someone else’s idea of success.
FAQs – Setting Financial Goals
What are financial goals?
Financial goals are clear, measurable objectives that reflect what you want your money to support, such as retirement, family security, or lifestyle flexibility.
Why are values important in financial planning?
Values provide direction. Without them, goals often become vague and reactive, leading to poor decisions during periods of uncertainty.
Can I set financial goals without a financial planner?
Yes, but many people struggle to stay disciplined and objective. A financial planner provides structure, accountability, and behavioural guidance.
How often should financial goals be reviewed?
Goals should be reviewed regularly, especially after major life events or changes in circumstances. For most people, an annual review works well.
Is focusing on values instead of performance risky?
No. In fact, values-led planning often leads to better long-term outcomes because decisions are more consistent and less emotional.
Do financial goals change over time?
Yes. As life changes, goals evolve. A good financial plan is flexible and adapts while keeping your long-term direction intact.
Helpful Links: