The script is often the same. Money is set aside “not to spend it” or is invested “because it’s convenient”, without ever stopping to really ask why. The result is an abstract management of money, disconnected from real life.

This dynamic emerges clearly when talking every day with Klear users: for many, money remains an aseptic, technical topic, distant from everyday experience.

Beyond the mantra of risk and return

Risk and return continue to be the core of almost every financial conversation. Fundamental concepts, certainly, but perhaps they should not represent the starting point.

Entering a bank is often accompanied by MiFID, yield curves, and probabilistic simulations. However, a preliminary question is missing: are those life goals — a house, a trip, the possibility of retiring at 60 — really achievable?

Putting goals at the center

More and more signals indicate the need for a paradigm shift. It’s not just about new financial models, but about a transformation of the conversation itself.

• From structure to experience: it starts from the person’s story, not from market benchmarks.

• From portfolio to dialogue: children, dreams, freedom, and priorities become the new financial language.

• From product to journey: the advisor evolves into a coach, the platform into a travel companion.

When the interaction takes this form, one does not buy an asset allocation: one designs their own future.

An approach that advances even in banks

This paradigm does not only concern fintechs. Studies by AIPB (Italian Association of Private Banking) show how a growing number of financial institutions are recognizing the strategic value of goal-based planning.

Some networks are experimenting with alternative models, integrating intergenerational teams and digital tools designed to be more empathetic and accessible.

The unresolved node of the generational transition

Despite these signals, the gap remains wide. A particularly indicative statistic is: 77% of clients' children do not keep the parent's banker.

A number that highlights the difficulty of institutions in building authentic relationships with new generations, who are often more attentive to their own values, the meaning of choices, and personal coherence than to mere expected return.

Toward a new trust

Those who are designing financial solutions today face a double responsibility:

1. To create experiences that are truly people-centric, not just portfolio-centric.

2. To build tools that protect what truly matters: goals, priorities, fears, and aspirations.

Knowing a person's goals means also understanding the risks they are willing to take and those they want to avoid. It means accompanying them, not just balancing variables.

This is where the construction of a new trust between people and finance takes place.