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We do not promise investment results. Educational services only.
We exist to advance the psychology of money in advisory practice—honoring human complexity, client dignity, and disciplined craft.
Founded by researchers and senior wealth advisors, PrimeHoldings PsyFin Institute grew from a simple belief: better conversations create better financial lives. We saw high-fee tools but little mastery of bias, emotion, and meaning. We built a home for advisors who want both rigor and refinement.
Today we support independent RIAs, private banks, and multi-family offices with cohort programs, bias labs, and ethical coaching frameworks that scale beyond any single product.
Director of Behavioral Science
Researcher in decision science and meaning of money; designs our evidence backbone.
Head of Advisory Practice
Former private bank advisor; leads coaching labs and field application.
Lead Coaching Faculty
ICF-credentialed coach specializing in values conflicts and money scripts.
Our methodology sits at the intersection of behavioral finance, coaching psychology, and ethical practice.