In financial planning, we often rush straight into “logos” - facts, figures and logical arguments and forget the heart of the matter: “pathos.”
But without a deep understanding of your emotions, values and dreams - your pathos - the logic alone will eventually fall short.
Pathos first. Logos second. Always.
What is Logos?
Logos is the rational side of financial planning:
- Showing historical investment returns and how different assets perform.
- Using projections to show how saving today impacts your future.
- Explaining tax rules clearly and calculating outcomes.
- Matching your risk tolerance with suitable strategies based on data.
It’s the logic behind the plan - why it makes sense on paper.
But here’s the danger: logic alone isn’t enough.
If we focus too much on data and too little on emotion, the best-laid plans can unravel.
Why Pathos Matters More
Pathos is about you - your emotions, values, fears and dreams:
- Why securing your family's future or retiring early really matters to you.
- How market volatility makes you feel, and what reassurance you need.
- What leaving a legacy truly means for your life story.
Pathos builds trust, emotional resilience, and, most importantly, meaning.
Three Reasons We Start With Pathos
- Financial decisions are emotional, not logical.
Behavioural research shows we don't act on numbers alone.
Even with perfect data, fear or hope drives our actions. - Trust is built emotionally.
You should only work with someone you trust - and trust grows from feeling heard, respected and understood, not from crunching numbers. - Pathos creates meaning.
Financial planning isn't about chasing returns.
It's about creating a life filled with purpose, built around what matters most to you.
Our Commitment at TCFP
At Town Close, it’s pathos first, logos second.
We’ll start by understanding you - your hopes, fears, goals, and values and only then will we craft the logical plan to get you there.
Always.