The Deciding Factor blends personal stories, behavioral science and expert guidance to help listeners navigate life's pivotal moments

Key takeaways

  • Edward Jones launched "The Deciding Factor," a new podcast hosted by behavioral scientist Zarak Khan that explores life's pivotal decisions through personal stories, behavioral science and general financial guidance.
  • Season 1 features six episodes, each following a two-part format: a first-person story and an expert conversation on the behavioral science behind the choice. Each bonus episode explores financial guidance from an Edward Jones subject matter expert.
  • The podcast extends Edward Jones' purpose to champion financial fulfillment across North America, reaching listeners on YouTube, Spotify and Apple Podcasts.

ST. LOUIS, Mo., October 12, 2026 — Edward Jones today launched “The Deciding Factor,” the firm's new podcast series that explores life's pivotal moments through the lens of behavioral science and the "why" behind the decisions we make.

Hosted by behavioral scientist Zarak Khan, the show blends intimate personal stories with sharp expert insight, inviting listeners to think differently about their own choices and how to align them with what matters most.

Edward Jones extends trusted guidance to a new podcast channel

"The Deciding Factor extends the expertise our clients receive every day into a new channel, expanding access to the kind of guidance that can help people navigate life's most important decisions," said Hema Widhani, Principal and Chief Brand, Experience and Marketing Officer at Edward Jones. “This effort is grounded in Edward Jones' deep understanding of how people make important life decisions.”

How each episode works

Season 1 features six episodes, each built around a defining life moment. Every episode follows a two-part format:

  • A real first-person story that sets up the pivotal decision.
  • An expert conversation that breaks down the emotions and the behavioral science behind the choice.
  • Each topic also features a bonus episode, in which Khan sits down with an Edward Jones subject matter expert to translate the insight into general financial guidance.

"Life's biggest decisions rarely come with a roadmap, and too often people focus on the 'what' without understanding the 'why,'" said Zarak Khan, behavioral scientist and host of The Deciding Factor. "This podcast offers the opportunity to learn from people who have faced those moments themselves. By exploring the stories behind their choices and the behavioral science that shapes them, we hope listeners gain practical insights they can apply to their own lives and approach important decisions with greater confidence."

That same approach is at the heart of how Edward Jones' financial advisors work with clients.

Grounded in Edward Jones’ purpose

Rooted in Edward Jones’ purpose, “The Deciding Factor” expands access to trusted guidance through new channels, reaching more people and new audiences with insights that can help them navigate important life decisions and build greater financial confidence.

Listeners can find “The Deciding Factor” on YouTube, Spotify, and Apple Podcasts.

This content is for informational and educational purposes only. The views expressed by guests are their own, are subject to change, and may not reflect those of Edward Jones. Guest participation does not constitute an endorsement by Edward Jones. Any discussion of investments, products, services, or strategies should not be considered legal, tax, or financial advice.

About Edward Jones

Edward Jones is a leading financial services firm serving clients across North America, with operations in the United States and Canada. It ranked No. 1 for advised investor satisfaction among 23 wealth management firms in the JD Power 2026 U.S. Investor Satisfaction Study*. More than 20,000 financial advisors serve over 9 million clients, with $2.6 trillion in client assets under care as of June 26, 2026. Edward Jones' purpose is to partner for positive impact to improve the lives of its clients and colleagues, and together, better our communities and society. Through the dedication of the firm's approximately 55,000 associates and our branch presence in 68% of U.S. counties and all Canadian provinces, Edward Jones is committed to helping improve the financial fulfillment for tens of millions of long-term investors across North America by providing comprehensive, personalized planning and professional advice. The Edward Jones website is at www.edwardjones.com, and its recruiting website is www.careers.edwardjones.com. Member SIPC.

*2026 JD Power U.S. Full Service Investor Satisfaction Study among Wealth Management Firms for Advised Investor Satisfaction, published March 2026, data as of January 2026. Compensation provided for using, not obtaining, the ranking.

FAQ

Q: What is “The Deciding Factor” podcast from Edward Jones?

A: Edward Jones launched "The Deciding Factor," a new podcast series hosted by behavioral scientist Zarak Khan that explores life's pivotal decisions through personal stories, behavioral science and general financial guidance. The podcast debuted October 1, 2026, and is available on YouTube, Spotify and Apple Podcasts.

Q: Who hosts The Deciding Factor?

A: The podcast is hosted by Zarak Khan, a behavioral scientist at Edward Jones. As of October 2026, Khan leads the show, which blends intimate personal stories with expert insight on the "why" behind the decisions people make.

Q: What is the format of each episode?

A: Each of Season 1's six episodes follows a two-part format: a real first-person story that sets up a pivotal decision and an expert conversation on the behavioral science behind the choice. A bonus episode features Khan sitting down with an Edward Jones subject matter expert to translate the insight into financial guidance.

Q: Why did Edward Jones launch a podcast?

A: "The Deciding Factor" extends Edward Jones' purpose to champion financial fulfillment across North America into a new channel, reaching people where they already spend their time. The show explores the stories behind choices and the behavioral science that shapes them. We hope listeners gain practical insights they can apply to their own lives and approach important decisions with greater confidence.

Q: How does the podcast connect to Edward Jones' financial planning services?

A: Each bonus episode features an Edward Jones subject matter expert exploring practical financial guidance, mirroring how Edward Jones financial advisors work with clients. Edward Jones' more than 20,000 financial advisors serve over 9 million clients with $2.6 trillion in client assets under care as of June 2026.

Q: How large is Edward Jones?

A: Edward Jones is a leading financial services firm serving clients across the United States and Canada, with approximately 55,000 associates and a branch presence in 68% of U.S. counties and all Canadian provinces. As of March 2026, the firm ranked No. 1 for advised investor satisfaction among 23 wealth management firms in the JD Power 2026 U.S. Investor Satisfaction Study.

Q: Where can I listen to The Deciding Factor?

A: "The Deciding Factor" is available on YouTube, Spotify and Apple Podcasts. Season 1 features six episodes, each built around a defining life moment, as of October 2026.

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