This is Beyond The Plan®, where financial psychology and financial planning intersect to create deeper impact across an industry.
Our mission is to integrate financial psychology into the core of financial services—elevating firms, empowering advisors, and supporting clients.
By embedding behavioral expertise at every level, we help organizations and professionals recognize and respond to the human factors that drive trust, retention, and outcomes. Our goal is to change the way the industry approaches financial advice: moving beyond numbers and plans to create systems, conversations, and client experiences that reflect both financial goals and the emotions that shape them.
Learn our story, meet our team.
At Beyond The Plan®, the story has always been about bridging what traditional financial services often miss—the human side of money. Born from decades of experience in financial psychology, therapy, and advisory collaboration, our work grew from a simple observation: clients don’t just bring their assets to the table, they bring their fears, their families, and their lived experiences. Advisors, meanwhile, are asked to carry emotional dynamics they were never trained to handle. Firms face the challenge of scaling service that goes deeper than transactions. Beyond The Plan® was created to meet all three realities—empowering firms to build resilient systems, equipping advisors with the tools to lead meaningful conversations, and ensuring clients are supported not only in their goals but in the emotions that shape them. What began as a niche practice has grown into a movement: embedding financial psychology at every level of the industry, so money decisions are never separated from the people making them.
Ashley Quamme LMFT, FBS®, CFT™ Owner and Founder, Beyond The Plan®
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Ashley Quamme is recognized as a leading voice in financial psychology, with nearly 15 years of experience at the intersection of human behavior and money. Trained as a Licensed Marriage and Family Therapist and Certified Financial Behavior Specialist®, her work has been shaped by a deep understanding of how emotions, relationships, and biases influence financial decision-making.
Her expertise has been sought by advisory firms, financial institutions, and professional organizations across North America, where she has guided advisors and leaders in embedding behavioral insights into their systems, conversations, and client strategies. Known for bridging the gap between technical advice and human behavior, Ashley’s approach has been instrumental in transforming client experiences, advisor confidence, and firm-wide impact.
Her work has been featured on leading podcasts, industry conferences, and corporate trainings, where she is consistently recognized for making complex behavioral science both practical and actionable.
Meghaan Lurtz, Ph.D., FBS™
Partner, Beyond The Plan®
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Meghaan Lurtz, Ph.D., FBS™ is a globally recognized expert on the psychology of financial planning and the human dynamics of money. She is a partner at Beyond The Plan®.
Dr. Lurtz is also a Professor of Practice at Kansas State University, teaching in the Advanced Financial Planning and Financial Therapy Certificate Programs, and a Lecturer at Columbia University, where she teaches Financial Psychology. Her academic and professional contributions include published research in Journal of Financial Planning, Journal of Consumer Affairs, and Financial Planning Review, as well as regular columns on Kitces.com.
Her expertise has been featured in The Wall Street Journal, BBC, Million Dollar Roundtable, New York Magazine, and more. She has co-authored chapters in the CFP Board’s textbook Client Psychology and serves on multiple fintech boards bridging financial advice with mental health. Meghaan is a past President of the Financial Therapy Association.
Tara Pettit DeLoach, Chief Client Support Officer, Beyond The Plan®
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Tara Pettit DeLoach serves as Chief Client Support Officer, bringing extensive expertise in clinical program development and client experience excellence. As a Licensed Marriage and Family Therapist and Certified Clinical Trauma Professional, she is dedicated to ensuring the delivery of high-quality, evidence-based services that prioritize exceptional client outcomes.
Since 2021, Tara has owned and operated a private mental health practice in Augusta, GA focused on providing client-centered, goal-directed care. Her career includes serving as the Director of the Augusta Vet Center, where she developed and implemented innovative clinical programs that elevated the standard of care for combat Veterans and their families.
Tara holds a Master's Degree in Marriage and Family Therapy from Appalachian State University. Her unique combination of clinical expertise and leadership experience enables her to curate exceptional client experiences while maintaining the highest standards of practice.
Our Credentials
Licensed Marriage and Family Therapist (LMFT)
An LMFT provides expert guidance to individuals, couples, and families experiencing complex relationship-based issues.
Certified Financial Behavior Specialist® (FBS®)
Address emotions and concerns around money allowing clients to navigate them with confidence.
Certified Financial Therapist™ (CFT™)
Help clients address underlying sources of financial stress and change their relationship with money.