At the heart of Knomee’s approach to behavioral finance is Meghaan Lurtz, PhD, FBS® — a nationally recognized expert in financial psychology and behavioral finance.
Dr. Lurtz serves as Knomee’s Chief Behavioral Officer, helping ensure that the platform is grounded in rigorous research while remaining practical, empathetic, and usable in real advisor-client relationships.
Dr. Lurtz’s Perspective on Money
Dr. Lurtz’s work focuses on a simple but powerful idea:
Money decisions are deeply connected to emotions, values, identity, and relationships.
Rather than viewing financial behavior as something to “fix,” her research emphasizes understanding:
How past experiences shape current beliefs
Why timing and readiness matter
How confidence and trust influence follow-through
The role advisors play as emotional anchors during uncertainty
This lens aligns closely with how advisors already work — even if they don’t always call it behavioral finance.
A Bridge Between Research and Practice
Dr. Lurtz is:
A Professor at Kansas State University, where she teaches and researches financial psychology
A Senior Research Associate at Kitces.com, translating academic research into advisor-relevant insights
A frequent keynote speaker and educator on integrating behavioral science into financial planning
Her writing and speaking focus on practical questions advisors face every day, such as:
When is the right time to ask deeper questions?
Why do good questions sometimes land poorly?
How can advisors support clients emotionally without overstepping?
How Dr. Lurtz Shapes Knomee
Dr. Lurtz plays a key role in shaping how Knomee:
Frames reflective questions in a non-threatening way
Uses guided reflection instead of interrogation
Incorporates readiness and motivation, not just goals
Respects the advisor-client relationship
Knomee is intentionally designed to support advisors — not automate relationships or replace conversations. Dr. Lurtz’s influence ensures that the platform invites reflection while leaving interpretation, empathy, and guidance in the advisor’s hands.
Why This Matters for Advisors
Advisors often worry that tools addressing emotions may feel “too soft” or replace human connection.
Dr. Lurtz’s work reinforces the opposite:
Behavioral tools work best when paired with human conversation
Reflection creates permission to go deeper
Advisors remain central to trust, interpretation, and action
Knomee reflects this philosophy — offering structure and insight while preserving what matters most: the relationship.
In Her Words
"Good financial questions aren’t just about what you ask — they’re about when and how you ask them."
"Knomee is built to respect that timing, creating space for clients to reflect before the conversation — so meetings can be more meaningful when they happen."