Finance
How Financial Planning Has Got The Story All Wrong: Insights From StoryBrand’s Donald Miller
“Nobody wants to hear your story, they want to be invited into a story,” Donald Miller told me, in a recent interview about his new book, Building A StoryBrand 2.0.
That’s it. That’s how financial planning—or perhaps more accurately, financial planners—have got the story all wrong. And regardless of the type of business that you’re in, I’m betting that the same holds true.
What’s your story?
We’ve made ourselves, and/or our solutions, the main character in the narrative of our client’s financial planning, rather than ceding that role to the natural actor, our client.
This wise counsel comes from the StoryBrand guy, Donald Miller, and Miller’s story deserves attention because it’s instructive. He’s not the first to talk about how to use narrative theory in branding and marketing, but it is safe to say he’s done the best job of telling us precisely how to use stories to help people better understand our businesses. And it’s not by telling our story, but by helping others to see theirs.
This is likely because Miller isn’t, or wasn’t, a marketing guru, but a practitioner. An author. Before writing StoryBrand, Miller had published seven books that fit into the memoirist category, including one of my all-time favorite titles, Blue Like Jazz. But after finding success in that genre, Miller says, “I ran out of books to write,” so he began, “an exercise in curiosity” to explicate how narrative structures work and how to use that to clarify a business’s message.
And the big takeaway? As businesses, the story isn’t about us; it’s about those we serve.
StoryBrand 1.0
In the original Building a StoryBrand, Miller shares the SB7 framework—the seven plot points in every great story, whether it’s a novel, TV show, commercial, epic movie, or yes, a business or brand. And it doesn’t take more than a second glance to see where we go wrong as business owners or developers.
Where do you find yourself in this plot?
From Star Wars to Hunger Games to Top Gun: Maverick to Apple, Miller shows us how this plotline plays out in every great story and iconic brand. But nobody dreams of winning Best Supporting Actor as a kid, so we naturally default to jumping into the cockpit and calling ourselves Maverick.
And there is the fatal flaw we commit, making it too much about us. Our services, processes, and accolades—all of which matter, but only to the degree they serve the protagonist, the client, and their story.
The good news is that we play a vital role in this story—it’s just not the starring role, and the sooner we accept our rightful supporting role, the sooner we can better serve more clients. And everything becomes crystal clear when we see it that way—especially as financial advisors.
StoryBrand Financial Planning
Our clients are the main character, the hero. Our job is to get to know them well enough to understand their problem or challenge, and then we can settle into our rightful role as the client’s guide.
And there’s no better metaphor for the posture of all truly great financial advisors, by the way, than guide. We teach, but we’re not teachers who have a necessarily condescending stance toward their students. We navigate the technical, but we are not technicians who often get stuck down rabbit holes of specialization. We consult, but we’re not consultants who diagnose, recommend, and then walk away, leaving a hefty bill in their wake. We persuade, but we’re not salespeople who are driven more by transactions than transformations.
Instead, we are guides for whom experience, wisdom, and the skills of teaching, specializing, consulting, and persuading are all prerequisites.
Then comes planning, a process best navigated in collaboration with our clients. Miller also clarifies here that the plan should be delivered “in the form of baby steps,” a truth we’ve learned from the field of behavioral finance. This, too, contrasts with how most of us learned financial planning. Yet while great financial planning must be comprehensive in its scope, great financial plans must be modular, lest they overwhelm and result in inaction.
Here’s where the skills of persuasion come in handy, in calling our clients to action—actions of their own choosing and architecture—and providing the pivotal role of accountability. We grossly underestimate this as part of our role, perhaps because we love the creative planning at the center of our work. But here again, we are reminded that the plan is no more the hero than we are—and the best unimplemented plans in the world are utterly worthless unless clients take action.
Said action can result in success—Yay!—but plans succeed to varying degrees, and circumstances often change. Some plans even fail. Enter the plot twist, when new circumstances or suboptimal implementation allows us to re-engage the perpetual cycle of story all over again, as we address a new problem or challenge and strive for success anew.
And please remember, the best movies have numerous plot twists. If you’ve already run through Plan A to B, C, or even Z, it only makes your story more compelling.
StoryBrand 2.0 – The Controlling Idea
So, StoryBrand 1.0 does an amazing job helping us identify our proper role and re-write the story. I also asked Miller what was new for readers in StoryBrand 2.0, and there’s another gem that could turn our marketing on its head: the controlling idea.
He writes, “Certainly a story can present multiple ideas, and those ideas are sometimes subjective, but very few stories are commercially successful if the plot is up for interpretation.” Hmm. Can you give us an example?
“If our controlling idea involves a lost dog returning home to his family, who realize how much they loved the previously neglected dog,” says Miller, “we should not include too many scenes about a food critic attempting to start their own restaurant.”
The controlling idea, then, is the main plotline in a nutshell, which isn’t any bigger than a run-on sentence and may be much smaller. StoryBrand 2.0 describes the controlling idea of the classic Lion King plot as “A young lion must gain the confidence necessary to confront his evil uncle, who murdered his father, so that he can take his rightful place as king of the jungle and return order and life to his homeland.”
Meanwhile, Miller strategized with a client who owned a gym franchise and was struggling to differentiate from all the other gyms out there. The gym’s unique feature was targeted resistance training—20-minute trainer-led sessions twice per week—for those who didn’t have time to live at the gym. The essence of the controlling idea ended up being distilled all the way down to three words: “twenty minutes, twice.”
Bang. Then, once you’ve got your controlling narrative for your business and brand, the discipline required is to run 100% of your messaging through that singular lens. If it builds on that narrative, great. If it distracts, it’s out.
The question StoryBrand 2.0 leaves us with, then, is, “Have you defined a controlling idea?”
StoryBrand.Ai
And considering the answer for most is some version of “No,” the biggest new addition to the StoryBrand script isn’t even contained in the newly revised edition of the book—it’s a website and tool, StoryBrand.Ai, which I have trialed and must confess left me jaw dropped.
In a matter of minutes, StoryBrand.Ai delivers a brand script, tagline, product service or name, description, packaging copy, website wireframe, lead generator ideas, lead-generating PDF, domain name suggestions, sales emails and talking points, a compelling one-liner, video scripts, social media post ideas and captions, a brand or product story, and nurture emails. Not bad for $39 per month.
The goal of all of it, though, must be remembered, in what I believe is the “controlling idea” of StoryBrand itself, and the quote from Donald Miller that sparked this post: “Nobody wants to hear your story, they want to be invited into a story.”
How can you apply that wisdom in your business or practice?
Finance
Treasury Pick Queried on Iran War Fallout to Face Senate Finance
The Senate Finance Committee is set to hear from a panel of Treasury nominees that includes a pick Democrats said was unaware of economic fallout planning ahead of the Iran war and a former executive at Secretary Scott Bessent’s hedge fund.
The July 16 confirmation includes George McMaster, who was the trading chief at Key Square Group, a macro hedge fund run by Bessent, and Sriprakash Kothari, whose behind-the-scenes answers to the panel during the vetting process raised red flags for ranking member Ron Wyden (D-Ore.).
Finance Chair Mike Crapo (R-Idaho) announced Thursday the panel will consider McMaster and Kothari …
Finance
How Banreservas mobilised diaspora capital
 
Author: Leonardo Aguilera, CEO, Banreservas
Banreservas’ international expansion strategy is centred on strengthening economic ties with the Dominican diaspora as a strategic economic partner, rather than just operating as a full retail bank abroad, and the bank has successfully used mortgage fairs as part of this expansion strategy. These client-centric engagement events bring together diaspora clients, credible Dominican real estate developers, fiduciary-backed projects and bank representatives in one venue to help address key diaspora challenges such as distance and lack of trusted intermediaries, legal and documentation uncertainty, difficulty assessing projects remotely and limited access to tailored financing.
By simplifying the sending process from the US and Europe, reducing operational friction, and offering greater convenience and security, Banreservas has incentivised increased use of formal remittance channels. This strategy has had, and is expected to continue to have, a highly positive impact on remittance flows to the Dominican Republic, both in terms of volume and formalisation.
Reimagining the diaspora relationship
Banreservas’ model relies on representative offices set in strategic cities to provide advisory, pre-qualification and customer support services, while the financing and account opening itself is referred to Banreservas in the Dominican Republic, where they are operatively managed and booked.
The US (New York and Miami) and Spain (Madrid) were chosen as priority hubs to channel diaspora engagement and long-term investment because they are home to some of the largest and most economically active Dominican communities worldwide. By establishing representative offices in these strategic locations, Banreservas delivers tailored financial services to historically underserved expatriate communities, enabling them to invest, save, and build wealth in the Dominican Republic while contributing to national economic development, unlocking sustainable growth opportunities and deepening its role as a financial bridge between Dominicans abroad and their home country.
Banreservas uses mortgage fairs to compress what is traditionally a long, fragmented cross‑border process into a single, guided experience that combines education, advisory, and support. Diaspora clients can receive on-the-spot pre-qualification, explore real estate projects nationwide, and receive information and guidance about loan processes, although final approvals and disbursements are processed in the Dominican Republic.
The response in the US and Madrid has been characterised by sustained momentum and the diversity of participant profiles, from first-time buyers to repeat investors and returning nationals, which suggests that the fairs are resonating beyond a narrow segment of the diaspora. In US cities with long-established Dominican communities, the fairs have evolved into anticipated events rather than exploratory initiatives, with those in New York and Lawrence generating financing exceeding $49m. However, the initiative was newer in Europe, so the response in Madrid followed a slightly different trajectory, with early editions focusing heavily on education and orientation. That said, the first fair in Madrid attracted thousands of participants and closed with financing requests of more than $21m.
Risk mitigation is central to the model and projects are carefully vetted, many supported under a fiduciary account or an estate asset trust fund and backed by clear legal frameworks. Banreservas’ direct involvement is one of the defining features of its diaspora strategy to ensure transparency, regulatory compliance and investor protection throughout the process. By offering direct access to Banreservas’ experts, vetted developers, fiduciary-backed projects and consistent financing terms, these events are helping create a relationship-building platform that improves transparency, credibility and institutional confidence. Internal customer experience reports emphasise that word-of-mouth referrals, repeat attendance, and post-fair engagement are among the clearest indicators that trust has been established organically, particularly within close-knit diaspora communities. Banreservas’ role as the national leading institution further reassures clients investing from abroad.
Transaction to transformation
Rather than a single-product offering, Banreservas approaches diaspora customers with a portfolio mindset, providing a robust cross-border selection including mortgage loans, savings and checking accounts, remittance-linked products and investment solutions tied to real estate development.
Banreservas has deliberately adopted a scalable and selective expansion logic
Remittances are a core strategic pillar of Banreservas’ international expansion, and the creation of new digital channels and specialised financial products are helping transform remittances into a gateway for deepening financial inclusion. The Remesas Reservas app enables Dominicans abroad to send money from the US and Europe using international cards, with funds credited directly to bank accounts or debit cards in the Dominican Republic, eliminating the need for cash, queues, or physical travel. The app is complemented by the home delivery remittances service, which extends financial access to rural communities that were previously excluded from the formal financial system. Service performance data shows that 97 percent of remittances sent through the app complete the entire process digitally, while 94 percent are received directly in bank accounts, strengthening financial traceability. This supports the sustainability and potential growth of remittance inflows to the Dominican Republic that already exceeds $12bn annually, while also expanding the banked customer base and improving the overall efficiency of the national financial ecosystem.
The strategy is further strengthened by the introduction of remittance-based consumer and mortgage loans, specifically designed for remittance recipients. These products allow recurring remittance flows to be converted into formal financial history, facilitating access to credit, and reinforcing the ‘bankarisation’ process. As a result, remittances evolve from a basic transfer mechanism into a financial development tool, integrating beneficiaries into the banking system with solutions tailored to their real income patterns and needs.
Mortgage financing in the Dominican Republic is embedded within a broader set of banking solutions designed to support the full investment and ownership journey. At the core are residential mortgage products structured for non-resident clients looking to acquire property in the Dominican Republic. These are complemented by linked deposit and savings accounts, which allow clients to organise funds, manage payments and maintain an ongoing banking relationship once the purchase process begins. In parallel, Banreservas leverages its digital channels and remittance services to facilitate the movement of funds and day-to-day interaction with Banreservas, reinforcing continuity beyond the initial transaction.
For first-time diaspora investors, the emphasis is on financial orientation and readiness with solutions structured to simplify entry into the formal mortgage system in the Dominican Republic. For returning nationals, products and advisory conversations are typically aligned with reintegration objectives. In both cases, the underlying principle is adaptability within a controlled institutional framework, rather than bespoke products that introduce additional risk.
They have the support of President Luis Abinader, who has created the conditions for Dominicans in the diaspora take advantage of the macroeconomic stability, legal security, and full guarantees that receive all foreign investors who trust in the Dominican Republic to make their business.
Modernising remittance ecosystem
Modernising the remittance ecosystem combined with specialised financial products generates a direct multiplier effect on strategic sectors, strengthening the real economy and territorial development. In the construction sector, the remittance mortgage loan transforms recurring remittance flows into formal financing capacity for homeownership and has taken centre stage in Banreservas’ participation in international mortgage fairs. Diaspora demand supports property acquisition and upstream activities such as project development, construction services, materials supply, legal services and professional employment.
Equally important is the impact on financial deepening and formalisation. When diaspora investors enter the banking system through regulated mortgage channels, their participation strengthens the use of formal financial products, thereby expanding the reach and resilience of the financial system. This dynamic is a key contribution to economic maturity, as it encourages long-term financial relationships rather than one-time transactions.
From a tourism perspective, the strategy strengthens the economic and emotional ties between the diaspora and the country. Home purchases financed through mortgage loans paid via remittances promote more frequent visits, longer stays, and increased spending on tourism-related services, while also encouraging investment in vacation properties and second homes. Additionally, increased formal income and financial inclusion among remittance-receiving households boosts domestic consumption, benefiting transportation, commerce and service sectors closely linked to tourism.
The scalable model
Banreservas has deliberately adopted a scalable and selective expansion logic, prioritising model stabilisation in proven markets before extending to new ones. However, any future expansions are likely to be opportunity-driven and phased, to ensure that each new market sustains long-term client relationships. This strategy allows for progressive expansion, but only where three conditions converge: concentrated Dominican diaspora communities with sustained economic ties to the Dominican Republic, regulatory and operational feasibility, particularly the ability to support activity through representative offices or equivalent structures, and demonstrated demand signals.
The next three to five years points to a qualitative shift in diaspora investment behaviour. First, there is a clear movement from sentimental ownership to strategic investment. Second, diaspora investors are showing a stronger preference for formal, institutionally mediated channels. And finally, the younger diaspora segment tends to prioritise entry-level or future-orientated assets, while more established individuals focus on retirement, anchoring, or reintegration-linked purchases. This diversification of motivations is influencing how Banreservas structures advisory conversations and sequences client engagement over time.
With diaspora investment contributing to national economic development primarily by transforming external household income into structured, long-term domestic capital, Banreservas’ long-term objectives are driving financial inclusion, fostering foreign direct investment and supporting key productive sectors. By empowering confident diaspora investment, Banreservas reinforces its leadership role in national development while expanding its international footprint in a sustainable way by adopting a focused model that strengthens value creation in the Dominican Republic through targeted international interaction.
From a growth perspective, the expansion allows Banreservas to diversify its customer acquisition channels by engaging Dominican communities abroad at earlier stages of their financial decision-making. From an economic development standpoint, the strategy is goal orientated.
By facilitating diaspora investment in housing and related sectors in the Dominican Republic, Banreservas acts as a conduit that transforms external income flows into productive domestic investment.
Finance
Intact Financial provides update on Q2 catastrophe and large losses
TORONTO — Insurance provider Intact Financial Corp. says it had higher catastrophe losses and large losses in the second quarter than it initially expected.
Intact Financial reported that its combined catastrophe and large losses were $247 million above its expectations for the second quarter on a pre-tax and net of reinsurance basis.
The combined higher losses amount to $1.08 per diluted common share after tax.
Total catastrophe losses reached $416 million on a pre-tax basis during the second quarter and net of reinsurance.
The company says catastrophe losses in Canada were due to weather events, while commercial fires drove losses in the United Kingdom and Ireland.
Intact Financial says the increase in large losses included higher-frequency fire claims as well as other property losses across different geographies.
This report by The Canadian Press was first published July 8, 2026.
Companies in this story: (TSX: IFC)
The Canadian Press
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