Our Evolution

In 2016, We Started a Revolution

After our 25-year history of serving Atlanta under the Geller and GV names, we felt like it was time to change our name to one that joins wealth management with the science of human decision-making. We want our clients to focus on what really matters – living an extraordinary, joyful life.

Our New Name is JOYN

Why the New Name?

Our Evolution, Our Evolution

Over the millennia, society has evolved – we’re no longer wearing bear skins or fighting tigers with buck knives, after all. But what HASN’T changed is our biological response to stress and fear of the unknown – reactions that can wreak havoc on our decisions, especially financial ones.

Financial advisors crank out projections and investment proposals as if numbers were the only thing we need to make critical decisions. The industry assumes we use perfect logic and squelch all emotion to choose the option that will generate the most wealth – even though research and our own experience show that’s NOT how we as humans behave.

It’s about time someone takes this problem seriously.

In order to pioneer Behavioral Wealth Management™ we studied 50 years of research in the behavioral sciences. We learned that our environment, behaviors, thoughts & emotions are intertwined. And that human biology and our built-in biases can alter our decisions at critical moments – and rarely for the better.

Behavioral Wealth Management™ is designed to neutralize the negative and provide context – financial AND emotional – to help people make more considered, confident choices that align with what’s most important in their lives. Helping our clients make more confident choices is critical because we build our lives one choice at a time.

We believe Behavioral Wealth Management™ represents the future of our industry.

What Hasn’t Changed?

We’re still the same firm. Our team will be working with you to help you create extraordinary, joyful lives.

We haven’t changed our solemn commitment to invest your money responsibly, effectively and competitively. We remain committed to helping you grow your wealth, reduce your taxes, and make decisions in context.

Instead, we’ve incorporated behavioral science into our practice. We’ve expanded what we do to apply the science of human behavior as we work with clients making critical decisions.

Every day, we work hard every day to earn your trust, to manage your money so you can live confident, joyful lives, and to live by our core values.

We’re looking ahead to the next 25 years.

We evolved our firm’s practice because we weren’t content with the status quo. The financial planning industry is broken because it ignores the human factor – most importantly, the outdated model wasn’t helping our clients live confident, joyful lives.

We hope to change how everyone looks at their money and wealth. To help our clients develop healthier relationships with money, gain a better understanding of our innate biases that affect our decision-making, and learn strategies to reduce their impact. We’re here to help you increase your confidence, make decisions that reflect your passions and your priorities, and use your wealth to create an extraordinary, joyful life.

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Financial Benefits of Behavioral Advising

Better Advice. Better Decisions. Better Life.

There are significant financial benefits focusing on your behavior and making better decisions. Vanguard research and other academic studies have concluded that behavioral advising can add 1% to 2% in net return. (Source: Vanguard, 2016

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