Yi Liu

Assistant Professor of Finance
School of Business

Yi Liu

Areas of Expertise

  • Financial Wellness and Well-being
  • Behavioral Finance
  • Financial Literacy
  • Personal Finance
  • Retirement Planning
  • Investment Strategies

Bio

Dr. Yi Liu, CFP®, is an assistant professor of finance at St. John Fisher University. She holds a Ph.D. in personal financial planning from Texas Tech University and a master's degree in agricultural economics from the University of Nebraska-Lincoln.

With over 15 publications in peer-reviewed journals, Liu's research focuses on the dynamic interplay between psychosocial attributes and financial behavior. Her work delves into how personality traits and psychological factors shape financial decisions and well-being, providing valuable insights that bridge the gap between psychology and finance. Her research has been featured in leading journals, including Financial Services Review, Journal of Investing, Journal of Risk and Financial Management, Journal of Retirement, and Applied Economics Letters.

Liu's contributions to the field have been recognized through multiple honors, including being named to the 2023 Class of Forty Under 40 by Investment News and the 2024 Class of Forty Under 40 by Rochester Business Journal. She has also been featured in U.S. News and World Report and delivered a TEDx Talk on financial happiness and well-being.

Liu is dedicated to advancing financial planning education by integrating academic insights with practical applications. She empowers firms, organizations, advisers, and individuals to enhance their financial well-being and happiness, making a meaningful impact both within academia and in the broader community.