Joel Franks is the founder of FinWizdom, a behavioral marketing strategy consultancy that helps firms translate behavioral finance into practical client engagement. He works with companies and organizations  to design strategies that reshape how people understand, choose, and act on decisions.

 

A recognized educator and award-winning content developer, Joel has built his career at the intersection of behavioral economics, financial literacy, and marketing. His experience spans banking, investments, insurance, retail, service organizations, and non-profits, giving him a unique ability to bridge technical expertise with human behavior.

 

Beyond consulting, Joel is the author of Creating Wealth Starts with Financial Health and the host of the FinWizdom Podcast, where he explores how emotions, biases, and storytelling shape money decisions. He is also an adjunct professor at NYU and CUNY.

 

Whether through speaking, writing, or advising, his mission is consistent: to help individuals and organizations confront behavioral risks and turn insight into action.