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.
What the Research Sought to Discover
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.
Shared Values Build Trust Faster
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.
Does Values Alignment Mean Sacrificing Performance?
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.
A More Complete Financial Conversation
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:
Life goals
Family relationships
Personal calling
Hopes for the future
Generosity prioritiesThe research reflected that difference:
87% of CKA clients said they discussed hopes and dreams with their advisor, compared to 47% of general clients.
85% discussed family relationships, compared with 32% of those with general advisors.
88% said their advisor also addressed technical areas such as taxes and debt, compared with 59% of general advisors.That means values-centered planning doesn’t replace technical excellence—it expands it. It becomes whole-life planning.
From Ownership to Stewardship
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.
