What if the most important factor in choosing a financial advisor isn’t performance alone, but alignment?

Many people assume the primary role of a financial advisor is to maximize returns. While wise investing certainly matters, new research suggests something deeper may be at work. When financial advice aligns with your values, it doesn’t just affect your portfolio—it can reshape how you think about money altogether.

That was the focus of today’s conversation with Sharon Epps, president of Kingdom Advisors, who shared insights from a new study conducted in partnership with Pinkston Research.

The study set out to compare the experiences of clients working with values-aligned advisors—specifically Certified Kingdom Advisors® (CKAs)—with those of clients using more traditional advisory relationships.

The goal was simple: determine whether shared values actually change the financial planning experience.

The findings were compelling. When values line up, the advisor-client relationship becomes more than a transaction. It becomes a trusted partnership.

One of the clearest takeaways from the research was the role that trust plays in how beliefs and priorities are shared.

Seventy percent of CKA clients said shared values were the most important factor when choosing an advisor. By contrast, 64% of the general public said investment returns mattered most.

That difference is significant.

When clients feel understood—not just managed—they often experience what Sharon described as a “trust dividend.” Communication deepens. Confidence grows. Relationships become stronger and more enduring.

That’s a fair question—and an important one. The answer, according to Epps, is no.

Values-based investing has been widely studied, and many strategies have demonstrated competitive long-term performance. The key remains the same as with any sound financial plan: discipline, diversification, and wise decision-making.

In other words, it’s not a choice between faith and performance. You can pursue both.

So what actually feels different when meeting with a Certified Kingdom Advisor®?

Sharon explained that the conversation extends beyond numbers on a page. CKAs often ask about:

The research reflected that difference:

That means values-centered planning doesn’t replace technical excellence—it expands it. It becomes whole-life planning.

Perhaps the most meaningful shift happens internally.

As people begin viewing money through a biblical lens, they often move from an ownership mindset to a stewardship mindset—the belief that everything we have ultimately belongs to God and has been entrusted to us for His purposes.

The study found that 63% of CKA clients reported being motivated by a desire to be faithful stewards. That inward shift often leads to outward action. Nearly half of those clients said they had significantly increased their giving, compared with just 23% of general clients.

Jesus said, “Where your treasure is, there your heart will be also” (Matthew 6:21). Our financial decisions don’t just reveal our priorities—they also shape them.

A financial advisor does more than help manage assets. The right advisor can help you make wise decisions that reflect your deepest convictions.

Performance matters. Expertise matters. But alignment matters too.

Because when your values and financial guidance move in the same direction, money becomes more than a tool for accumulation—it becomes a means of faithful stewardship.

If you’d like to connect with a Certified Kingdom Advisor® in your area, visit FindaCKA.com.

Remember, you can call in to ask your questions every workday at (800) 525-7000. Faith & Finance is also available on Moody Radio Network and American Family Radio. You can also visit FaithFi.com to connect with our online community and partner with us as we help more people live as faithful stewards of God’s resources.

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