The World Happiness Report crowns Finland the happiest country on Earth, again — and it’s not by accident.
At BWFA, we spend our days helping clients plan for the future, invest wisely, and pursue financial well-being. Yet, Finland reminds us that happiness is a deeper equation — one that blends financial stability, social trust, balance, and purpose.
The World Happiness Report has designated Finland the happiest country for the past eight years. As I reflect on why Finland continues to lead the world in happiness, I’m struck by how many of their value’s mirror what we aim to instill in our clients: long-term thinking, community connection, and a focus on well-being over short-term gain.
1. THEY REDEFINE SUCCESS
In Finland, success isn’t measured by the size of your house or car, but by how much time you have for what truly matters. People value balance and simplicity — and that’s liberating. This perspective challenges the Western idea that “more” always means “better.”
At BWFA, we see the same principle in sound financial planning. True wealth isn’t about accumulation alone; it’s about freedom — freedom from financial stress, and freedom to live with purpose. Like the Finns, we believe happiness grows from financial confidence, not comparison.
2. THEY TRUST EACH OTHER — AND THEIR SYSTEMS
Finland ranks high in social trust. People trust their neighbors, their institutions, and even the honesty of strangers — so much so that “lost wallets” are often returned, intact.
This sense of trust builds a stable foundation for happiness, and it’s a lesson for all of us in the financial world. Trust is the bedrock of what we do at BWFA. Whether managing assets, designing retirement plans, or guiding clients through market uncertainty, our work is built on the same idea that drives Finnish contentment: transparency and integrity create peace of mind.
3. THEY BALANCE WORK AND LIFE — INTENTIONALLY
In Finland, it’s normal to leave work on time, take vacations, and spend weekends outdoors. Nature isn’t a luxury — it’s a necessity. That rhythm protects mental health and nurtures resilience.
As professionals, we often fall into the trap of equating busyness with value. Finland proves the opposite: balance enhances productivity and satisfaction. At BWFA, we encourage our clients — and our team — to take a long term view not just of wealth, but of wellness. Sustainable success depends on rest and renewal.
4. THEY PLAN FOR THE LONG TERM
Finnish culture prizes planning — not just financially, but socially and environmentally. There’s an emphasis on education, sustainability, and collective responsibility for the next generation.
It’s a mindset that parallels what we advocate for at BWFA: plan ahead, invest intentionally, and think beyond the immediate horizon. Happiness, like financial health, is the result of consistent, values-driven decisions over time.
5. THEY KEEP IT SIMPLE
There’s a quiet humility to life in Finland. People don’t chase perfection; they find joy in everyday moments — a morning coffee, a walk in the forest, a cozy evening with family.
We can learn from that simplicity. In wealth management, complexity can be an obstacle to peace of mind. The goal is to simplify — to create clarity and confidence. Just as Finland’s approach to happiness is rooted in ease, our approach to advising clients aims to make financial life calmer and more transparent.
HOW BWFA IS PUTTING THESE LESSONS INTO PRACTICE
At BWFA, we believe happiness and financial well-being go hand in hand. Inspired by many of the same principles that make Finland thrive, we’re taking intentional steps to foster balance, trust, and long-term thinking across our organization.
We’ve introduced programs that help our advisors and staff manage workload and well-being more effectively, recognizing that balance at work leads to better outcomes for clients. We’ve expanded our Life Planning approach — integrating health, family, and purpose into every financial strategy — ensuring our clients’ plans reflect not just their wealth goals, but their life goals.
Transparency remains a cornerstone of our service model. We continue to invest in education and communication tools that make financial concepts clear and accessible. And, like the Finns’ commitment to sustainability, we’re expanding our focus on socially responsible investing — helping clients align their portfolios with their values and make an impact for future generations.
In essence, we’re striving to build a culture — both inside and outside the firm — that reflects what the happiest country in the world has already proven: well-being is the true measure of success.
A GLOBAL LESSON FOR ALL OF US
Happiness, it turns out, isn’t a mystery. It’s a product of alignment — between what we value, how we live, and how we plan for the future. Finland’s example offers both inspiration and validation for what we strive to do every day at BWFA: help individuals and families live not just wealthier, but happier and more fulfilled lives.
As we look ahead, may we remember that success isn’t defined by market charts or material milestones, but by how we use our resources — time, energy, and wealth — to build lives of meaning and balance.
That’s not just financial planning. That’s life planning — and it’s something the Finns model well.
