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Welcome to the journey...

Shaping Wealth has designed this cohort-based experience 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.

BTBA is the wealth profession’s premier “human first” coaching experience.

​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,


Building the Behavioral Advisor in numbers

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What to expect along your BTBA journey


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. 


“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.

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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.


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.


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.

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.
Your BTBA journey anchors on a combination of live engagement, peer-to-peer learning, guided self-reflection, a chock-full proprietary digital learning library, and a custom workbook with 100+ thought-provoking questions and conversation starters. You will be well-equipped as a behavioral advisor!


In addition, you will receive:

  • A significant number of CFP© CE credit hours. 

  • Lifetime access to the course content, always available through the learning portal, what we call the “Map."

  • Lifetime access to the BTBA alumni community, including quarterly “boost” sessions emphasizing peer-to-peer engagement on best practices.

  • Monthly “Have you tried?” emails that reinforce best behavioral advice practices.

  • A Certificate in Behavioral Advice, signifying your completion of this elite coaching program.

  • A 6-month premium subscription to the Outsourced Chief Behavioral Officer (OCBO) platform (a $900 value).

Ultimately, you will earn an extensive and original toolkit to motivate deeper client trust and more “referral worthy” moments.

What previous alumni are saying


"Building the Behavioral Advisor, and Shaping Wealth generally, is creating the advisors of tomorrow."

 Michael Antonelli,

Baird Wealth Management



"Building the Behavioral Advisor will make you a better advisor

and a better human."

 Michelle Begina,

Snowden Lane Partners


"What Shaping Wealth has put together is nothing short of amazing"




Michael Policar,

NGP Financial Planning

Join our growing community of behavioral advisors


We'll help you...

  • Build a deep and practical understanding of how money fits into a meaningful life.

  • 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.

Multiple learning modes...

  • Live full-group. We will meet live five times (every other week) for a crackling discussion of the ideas in each Module. The Shaping Wealth team (Brian, Neil, Joy, & Meg) will lead the live discussions and in-session break outs.

  • Live peer-to-peer “pod” sessions. Every participant is assigned to a small group that will meet live outside of the full-group sessions. We consistently hear that these are among the best elements of the BTBA experience.

  • Self-Paced. Elements of the program are designed to be experienced at your own pace and convenience. We have designed for you a proprietary learning portal we call the “Map.” Along the way, your progress will “unlock” the next Module so that you can engage the multi-media content.

  • Reflective. Each Module has moments of self-reflection. There are also more-intense exercises, including writing your own “money story.” You decide how much time to devote to the self-reflective assignments.

Your BTBA experience includes:

  • 10 hours of live instruction

  • Hours of additional video content and a rich library of articles for deeper exploration

  • Beautifully designed custom workbook (PDF)

  • CFP© CE credit available for both live and asynchronous segments

  • Certificate in Behavioral Advice

  • Lifetime access to asynchronous replays
    and content

  • A 6-month premium subscription to the Outsourced Chief Behavioral Officer (OCBO) platform (a $900 value)

  • Ongoing meet-ups with the Shaping Wealth Team and broader BTBA community

  • The BTBA experience costs $5,900

  • A 20% deposit is required on registration

  • Payment plans available on request



"Utterly original and exceptional."


 Jonathan Novy,

Ritholtz Wealth Management

Program cost

Next BTBA cohort details



Kick-off session with the Shaping Wealth Team


Live review and discussion of Module 1 & Module 2


Live review and discussion of Module 3 & Module 4


Live review and discussion of Module 5 & Module 6


Live review and discussion of Module 7 & Module 8

End of BTBA discussion


In between each of the live sessions you will be asked to:

  • Engage with the content online via your proprietary learning portal ("The Map")

  • Join your pod mates to work on a practical challenge that brings the teaching from the modules to life. 

Meeting links will be sent out a month before the official start date of the program.

Are you ready to join this
transformative experience?

Register now for
BTBA Cohort 11


Please fill out the following form, including if applicable, your CFP details.


Once you have completed this form, you will be sent an email containing a link to our payment partner Stripe. Here you secure your place in the program with a 20% deposit. There is also a link in this email should you wish to pay the amount in full.


On registration: $1,180 deposit (20% of program cost). 

One month before the program begins, you will receive an email from us with a link to pay the outstanding balance of $4,720



Registration Form




If you are CFP registered, you are eligible for CFP credits for being part of BTBA. To ensure we can successfully award you with these, please complete the following information. If you are not CFP registered, you can skip through these questions.


As part of your BTBA experience, we turn a photo of you (a headshot picture) into a digital avatar. If you would like one of these provided, please attach a headshot photograph along with this form.

Upload your headshot (optional)


Please let us know the most convenient postal address for you. This is where we will send your course materials plus your Certificate of Behavioral Advice!

Thanks for submitting your BTBA form. Please keep an eye on your inbox for a confirmation email containing instructions on how to secure your place with a 20% deposit payment.



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 ROIC 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 – a supercharged moment – 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.

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