Canadian personal finance authority Kelley Keehn is challenging individuals to look beyond spreadsheets and interest rates to understand the root of their financial behaviors. Her newly released book, Save Your Self, delves into the powerful concept of "money identity," arguing that our financial choices are often governed more by emotion and ingrained habit than by cold, hard logic.
Unpacking the Psychology of Spending and Saving
In a recent discussion with Larysa Harapyn of the Financial Post, Keehn, who serves as the chief executive of the Money Wise Institute, elaborated on her book's core premise. She explains that every person develops a subconscious "money identity" based on a lifetime of experiences, family influences, and societal messages. This identity becomes the autopilot for countless daily decisions, from impulse purchases to retirement savings avoidance.
The book, published in January 2026, synthesizes the latest research in behavioral finance and psychology. Keehn's work aims to bridge the gap between knowing what to do with money and actually doing it. She posits that without first understanding the emotional drivers and hidden scripts that form our money identity, traditional financial advice often falls on deaf ears.
Moving From Emotional Reaction to Intentional Action
Save Your Self is positioned not just as a critique but as a practical guide. Keehn provides readers with frameworks and exercises designed to help them uncover their unique money identity. The goal is to bring these subconscious patterns into conscious awareness, allowing individuals to interrupt unhelpful automatic behaviors.
By recognizing whether they are, for example, a "security seeker," a "status spender," or an "avoidant" when it comes to finances, readers can begin to make choices that align with their true goals rather than their ingrained fears or desires. This process, Keehn argues, is the foundational step toward genuine and lasting financial well-being.
A New Conversation About Financial Health
Keehn's approach signals a growing trend in personal finance literature that moves away from pure number-crunching. It acknowledges that financial health is inextricably linked to mental and emotional health. For many Canadians struggling with debt, savings anxiety, or inconsistent money habits, the book offers a new starting point: self-reflection before spreadsheet.
The release of Save Your Self encourages a more holistic and compassionate conversation about money. It suggests that the path to financial control is less about mastering complex markets and more about mastering the internal narratives that dictate every transaction and financial plan we make.
