Samantha Lamas

More From Samantha Lamas

Is a Client Who Fired Their Financial Advisor a Red Flag? What Advisors Should Know

What investment clients are seeking the next time around.

Samantha Lamas Jun 17, 2026

How to Discuss Portfolio Diversification With Different Types of Clients

Portfolio diversification can seem abstract, but the conversation doesn’t have to be.

Samantha Lamas May 12, 2026

Use This Simple Trick to Uncover Your Real Financial Goals

Our research shows that referring to a master list of financial goals can fine-tune your money priorities.

Samantha Lamas Feb 3, 2026

Are Buy Now, Pay Later Programs Dangerous?

BNPL is just a tool—it’s how you use it that can cause problems.

Samantha Lamas Dec 9, 2025

How Much Do You Really Need to Save for College?

Save thousands with one simple trick.

Jason Kephart Nov 11, 2025

What to Do During the Latest Market Rebound

Investors can take advantage of upswings by creating a market volatility plan.

Samantha Lamas Oct 16, 2025

The Key to a Winning 401(k)

Private markets aren’t necessary, but smart savings habits are.

Jason Kephart Sep 11, 2025

Can Generative AI Help Combat Investing Biases?

How investors can use AI tools to think more critically about their decisions.

Samantha Lamas Jun 30, 2025

Target-Date Funds and Annuities ... It’s Complicated

A new wave of target-date strategies with annuities is here.

Samantha Lamas Jun 9, 2025

Are You Being Finfluenced?

Investors should be aware of common communication techniques while navigating influencer content.

Samantha Lamas Jun 3, 2025

Is Your Lifestyle Impacting Your Financial Wellness?

Three steps to take control of your financial wellness.

Samantha Lamas May 14, 2025

Investors: Don’t Fall Prey to ‘Environmental Uncertainty’ as Tariffs Roil the Market—Try This Instead

Don’t let recession fears and political unpredictability derail any long-term goals.

Samantha Lamas Apr 7, 2025

3 Tips to Improve Your Financial Wellness

How to close the gap between what you should do and what you are currently doing.

Samantha Lamas Mar 24, 2025

Investors Want More Than Financial Advice From Advisors

Our research reveals key themes that reflect what investors are looking for.

Samantha Lamas Feb 21, 2025

Why Schwab’s 24-Hour Trading Might Be a Bad Idea for Investors

Round-the-clock access to trading doesn’t always bode well for individuals.

Samantha Lamas Feb 14, 2025

Should All Financial Advisors Also Be Financial Coaches?

Given advances in technology, the industry may have to shift in that direction.

Samantha Lamas Jan 27, 2025

How to Build a Portfolio to Reach Your Financial Goals

Learn how to identify goals and build a resilient portfolio that can achieve them.

Samantha Lamas Jan 21, 2025

How Financial Advisors Can Improve Their Relationship With An Unresponsive Client

One way to demonstrate your interest in their specific needs.

Samantha Lamas Jan 8, 2025

How Advisors Can Differentiate Themselves From Generative AI Advice

While artificial intelligence tools may replace ‘limited scope’ advice, advisors must do more to stay relevant.

Samantha Lamas Dec 18, 2024

Avoid These 3 Pitfalls When Using Generative AI in Client Communications

What to use (and not to use) generative AI for, according to investors.

Samantha Lamas Dec 4, 2024

How Financial Advisors Can Use Generative AI in Marketing

For advisors looking to use AI now to better serve their clients, our research gives a few suggestions.

Samantha Lamas Nov 27, 2024

Are You Making These Investing Mistakes Ahead of the 2024 Election?

We’re all prone to cognitive biases when facing uncertainty.

Samantha Lamas Oct 31, 2024

How to Help Clients Embrace the Use of AI in Financial Decisions

Algorithm aversion is real, so it’s important for financial advisors to build trust.

Samantha Lamas Oct 25, 2024

Risky Play: Trading Platforms Are Gaming Investors Into Bad Decisions

Investors may be nudged to take more risks.

Nicki Potts Oct 24, 2024

Don’t Make These Mistakes With Generative AI in Your Practice

Investors think that generative AI has value—if advisors use it right.

Samantha Lamas Oct 9, 2024

3 Steps to Uncovering Your True Financial Goals

A process to help you identify what really drives you.

Samantha Lamas Sep 24, 2024

Financial Planning Tips for the Latino Community

Wealth advisor Catalina Franco-Cicero discusses the unique challenges facing Hispanic households and how to help mitigate them.

Samantha Lamas Sep 18, 2024

Tips to Help You Spend Less (or More) in Retirement

A change in mindset could set you on track for smarter retirement spending decisions.

Samantha Lamas Sep 4, 2024

A Key to Surviving the Global Market Selloff: Be Lazy

If you feel the urge to take action during market volatility, try these approaches.

Samantha Lamas Aug 5, 2024

Your Retirement Checklist Should Go Beyond Finances

Retirement requires more than a financial plan.

Samantha Lamas Jul 24, 2024

More About Samantha Lamas

Samantha Lamas is a behavioral researcher for Morningstar. She is a recipient of the Montgomery-Warschauer Award for her research in financial planning.

Lamas' research focuses on investor engagement and the factors that drive people's decision-making about investing and money. Her work delves into how people think about their financial goals, what they look for when seeking financial advice, and what kinds of mental shortcuts people use when making decisions about their personal finances.

Lamas joined Morningstar in 2016 as a product consultant working directly with the individual investor and advisor audience segments before moving into a research role.

Lamas holds a bachelor's degree in business with a concentration in finance from Dominican University.