Yi Liu Wins 2025 ACCI Early-Career Award

Dr. Yi Liu, assistant professor of finance at St. John Fisher University’s School of Business, recently received the 2025 Richard L. D. Morse Early-Career Award from the American Council on Consumer Interests (ACCI).

Recipients of the Early-Career Award demonstrate excellence in research, education, and/or policy. They are recognized for making contributions including service to ACCI as a professional organization, forging collaborations with colleagues and groups, and contributing to the consumers’ interest as a field of study and practice. Winners have six or fewer years of full-time professional employment in a field related to consumer interests.

Liu’s areas of expertise include financial wellness and well-being, behavioral finance, financial literacy, personal finance retirement planning, and investment strategies.

In addition to the Early-Career Award, Liu has received 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, WalletHub, and delivered a TEDx Talk on financial happiness and well-being.

Liu joined the University in 2021, and teaches courses in corporate finance and financial planning, among others. Prior to Fisher, she served as an assistant professor in the Finance and Economics Department at the College for Financial Planning. An active scholar, she has published more than 15 articles in peer-reviewed journals, focusing on the relationship between psychosocial attributes and financial behavior. Her work explores how personality traits and psychological factors shape financial decisions and well-being, connecting the worlds of psychology and finance.

Liu holds a doctoral degree in personal financial planning from Texas Tech University and a master's degree in agricultural economics from the University of Nebraska-Lincoln.

This article was written by Brooke Eastman, a senior media and communication major. Eastman currently works in the Office of Marketing and Communications at Fisher for the spring 2025 semester.