- Money:Mindshift launches, led by behavioural finance expert Dr. Tom Mathar, to transform how people relate to money.
- Money:Mindshift promotes a human-centric, emotionally intelligent approach to financial wellbeing.
- Through its podcast and digital hub, it explores relatable topics like emotional spending, resilience, and long-term planning.
A groundbreaking new campaign, Money:Mindshift, has launched with a mission to reshape how people understand and engage with their financial lives.
Backed by pension provider Aegon and led by Dr. Tom Mathar, Money:Mindshift challenges the traditional, transactional model of financial advice. Instead, it offers a more human approach - one that recognises the emotional and psychological realities behind our money decisions.
The launch coincides with fresh Aegon research, published today, revealing that nearly half of Brits still believe that ‘money can buy happiness’, while 27% disagree and 28% remain unsure.
Dr. Tom said:
“Money:Mindshift is about shifting from numbers to your North Star - from focusing solely on financial outcomes to being guided by what truly matters in your life.
“At the heart of Money:Mindshift is the recognition that it’s completely normal to feel regret, anxiety, or even shame about money. These are not failures - they’re insights. And we can work with them constructively.
“Being human-centric means recognising that people are more than just clients. They have instincts, emotions, vulnerabilities, and values. Good financial advice should reflect that.
“Money:Mindshift also explores the difference between being well ‘off’ and living a ‘well-lived life’.
“Money is an important part of a well-lived life - just like yeast is important when baking bread. But bread also needs flour, water, and salt. Likewise, a fulfilling life needs more than just money. It takes love, purpose, health, and connection. All the ingredients matter.
“A well-lived life includes your health, your relationships, your education, your self-awareness. These are all assets too.”
Dr. Tom adds:
“The truth behind the age-old question of whether money buys happiness is nuanced. If you're struggling to make ends meet, more money can absolutely improve your quality of life. But if you're already earning well, the real question becomes: are you sacrificing something else for that additional income - and how does that impact your overall well-being?”
Money:Mindshift
As a founding partner of the Institute for Financial Wellbeing, Aegon has a wealth of experience in shaping how the industry understands and supports financial health. Now, with Money:Mindshift, we explore how more can be done in meeting a growing demand for emotional, real-world financial support.
🎧 Listen to episode 1 of the Money:Mindshift podcast:
🌐 Explore the Money:Mindshift digital hubs:
Images of Dr. Tom are available on request.
Methodology
The research referenced in this press release was conducted in an online survey by Opinium between 16-20 May 2025, in a nationally representative sample of 2,000 UK adults.
About Aegon
In the UK, Aegon offers pension and investment solutions to over 3.5 million customers, supported by over 3,000 employees. Figures are correct as of 31/12/2024. Learn more at aegon.co.uk/about-us
Aegon UK is part of the wider Aegon Group, an international financial services holding company. Aegon’s ambition is to build leading businesses that offer their customers investment, protection and retirement solutions. Aegon’s portfolio of businesses includes fully-owned businesses in the United States and United Kingdom, and a global asset manager. Aegon also creates value by combining its international expertise with strong local partners via insurance joint ventures in Spain & Portugal, China and Brazil, and via asset management partnerships in France and China. In addition, Aegon owns a Bermuda-based life insurer and generates value via a strategic shareholding in a market-leading Dutch insurance and pensions company.
Aegon’s purpose of helping people live their best lives runs through all its activities. As a leading global investor and employer, Aegon seeks to have a positive impact by addressing critical environmental and societal issues, with a focus on climate change and inclusion & diversity. Aegon is headquartered in The Hague, the Netherlands, and listed on Euronext Amsterdam and the New York Stock Exchange. More information can be found at aegon.com/about
The information in this press release is intended solely for journalists and shouldn’t be relied upon by any other persons to make financial decisions.