# Behavior Shift

Behavior Shift is an Asset Manager based in Murrieta.

## Overview

- **Organization type:** Asset Manager
- **Headquarters:** Murrieta
- **Assets under management:** Undisclosed
- **Website:** behaviorshift.com
- **LinkedIn:** https://www.linkedin.com/company/behavior-shift

## Regulatory record

- **CRD number:** 332054
- **Registration status:** Registered
- **Reports private funds:** No
- **IAPD record:** https://adviserinfo.sec.gov/firm/summary/332054

## About

Behavior Shift is a fee-only, fiduciary financial planning firm serving Christian nurses. It helps clients build financial margin through biblical wisdom, comprehensive planning, and ongoing accountability so they can steward what they have been entrusted with. The firm starts with stewardship rather than investments, and its mission is to guide clients in managing their time, talent, and treasure received from God through comprehensive financial planning.

## Sectors

- Christian nurses

## People

- Kevin Apolinar — Christian Financial Planner
- Kevin Apolinar

## Questions

### How is this different from what an internal risk or strategy team does?

Internal risk teams usually enforce regulatory limits, VaR thresholds, or compliance rules. Behavior Shift targets the cognitive layer beneath those rules — how teams form views, debate them, and close decisions. It brings an external, evidence-based lens to mental models that internal staff often cannot challenge because of hierarchy or group cohesion.

### Does Behavior Shift manage any capital directly?

There is no public record of Behavior Shift managing commingled funds, separate accounts, or direct co-investment vehicles. Its public identity is exclusively advisory, focused on improving the decision quality of existing asset managers and asset owners rather than competing with them for LP capital.

### What asset classes do its clients typically invest in?

Behavior Shift's frameworks are asset-class-agnostic. They have been applied in contexts ranging from public-equity portfolio construction to private-equity underwriting and fixed-income management. The common thread is high-stakes, probabilistic decisions among competing alternatives, which the firm addresses through structured, repeatable processes.

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- [Highwater Wealth Management](https://altss.com/profile/highwater-wealth-management-llc)
- [Sullivan Haymaker](https://altss.com/profile/sullivan-haymaker)

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Last updated: 2026-08-11T15:06:13.093Z

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