Identifying investment goals is a critical step in developing a sound financial plan that helps investors reach their objectives. Studies have found that using a goals-based framework in financial planning can lead to an increase in wealth for investors and has the potential to strengthen planner-client relationships. As such, more planning professionals are practicing goals-based or goals-centric financial planning. The success of goals-based planning hinges upon two important steps: eliciting goals that are most important to investors; and prioritizing those goals. Yet, behavioral biases may manifest and undermine the efficacy of goal-based financial planning. Here, Sin et al discuss evidence-based tools that financial planners can implement.