Balancing
Money & Mindset
Money and emotion are deeply intertwined. So much so that Nobel-Prize winning psychologist Daniel Kahneman’s research found that we make financial decisions based on emotion 90% of the time and logic just 10%.
So why do most financial wellness programs treat everyone the same? And how can we make sound financial decisions if we don’t understand the emotions driving them?
Money Animals was created with this in mind. Financial wellness isn’t just about knowing finance and accounting principles – it’s about understanding the subconscious beliefs that shape our money behaviors. By understanding both, we can find true balance in our decision-making and in our hearts and minds.
What Are
Money Animals?
Partnering with top clinical and research psychologists, we’ve identified eight distinct “Money Animals,” each representing a different money personality type. Each of these animals has its own unique strengths and challenges when it comes to money management.
By leaning into the money tasks you’re naturally good at and balancing them with the triggers that throw you off, you can develop the skills for confident money management now and into the future.
Meet Your
Money Animal
Understanding your personal Money Animal is the first step toward your financial goals. What you believe and how you feel about money shapes how you manage it (or don’t). Take our free quiz to get started on your path to lasting financial wellness.
What Money Animal
Are You?
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Money Ostrich
The spontaneous and easy-going Money Ostrich has a joyful presence and loves living life to the fullest. They know the value of keeping fun and finances balanced.
Strength: Positivity
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Money Horse
Strong and stabilizing, the Money Horse keeps its eye on life's obstacles. These are our supportive partners ready to share duties for the benefit of the relationship.
Strength: Dependability
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Money Elephant
The Money Elephant's life centers around family and community. They are steadfast and peaceable, count on them to act on behalf of the greater good of everyone.
Strength: Moral Compass
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Money Bear
Powerful, dominating and disciplined, Money Bears' actions come from love. They can comfortably balance available resources and generosity with safety.
Strength: Outcome Engineering
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Money Squirrel
The Money Squirrel is a clever and creative problem solver. They present a type of alert calmness to their scurry and are always prepared for what may come rain or shine.
Strength: Resourcefulness
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Money Beaver
Money Beavers can change their worlds. These motivated, hard-working Money Animals are a non-stop, multifaceted combination of willpower and ingenuity.
Strength: Goal Achievement
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Money Lion
Money Lions are highly intuitive, social creatures, in touch with their pride. Strategic and motivating, they can mobilize any group with a whisper or a roar.
Strength: Teamwork
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Money Phoenix
The Money Phoenix lives a life of unique self-expression. They are masters identifying tiny differences that will set them apart and make their ideas successful.
Strength: Resilience
