The enduring gap between investors’ intentions and their market actions is a critical challenge. While investors may voice clear objectives, ranging from long-term retirement savings to ethical mandates, their behaviour often lags. This is not a failure of financial knowledge, but a misalignment between personal values and portfolio goals. By first articulating and understanding their core values, investors can design objectives that are not just financially sound but also compelling psychologically and behaviourally. This values-first approach closes the gap between intent and actio...