Financial Advice Built Around What Matters to You with Sharon Epps | FaithFi
April 22, 2026
Financial Advice Built Around What Matters to You with Sharon Epps
Faith & Finance with Rob West
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 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.
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.
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 priorities
The 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.
Jesus said, “Where your treasure is, there your heart will be also” (Matthew 6:21). Our financial decisions don’t just reveal our priorities—they also shape them.
Choosing an Advisor Who Shares Your Values
A financial advisor does more than help manage assets. The right advisor can help you make wise decisions that reflect your deepest convictions.
Performance matters. Expertise matters. But alignment matters too.
Because when your values and financial guidance move in the same direction, money becomes more than a tool for accumulation—it becomes a means of faithful stewardship.
On Today’s Program, Rob Answers Listener Questions:
I’m 72, disabled, and living on Social Security with $37,000 in credit card debt from covering basic expenses. I own my home and car outright, but can’t qualify for a HELOC. How can I realistically get out of debt?
Our bank says we should keep our HELOC open after the mortgage is paid off to help prevent fraud. Is that wise or unnecessary?
My 36-year-old daughter wants to know how much she should keep in an emergency fund—$1,000 or three to nine months of expenses?
My wife and I want to make funeral arrangements now. Is a pre-need insurance plan through a funeral home better than setting money aside ourselves? And does our trust naming our son as executor cover this?
I bought a home in 2003, rented it for years, moved back in, and sold it this year. Will I owe capital gains tax on the profit?
Remember, you can call in to ask your questions every workday at (800) 525-7000. Faith & Finance is also available on Moody Radio Network and American Family Radio. You can also visit FaithFi.com to connect with our online community and partner with us as we help more people live as faithful stewards of God’s resources.
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