Want a stronger financial future? Tap into the ‘fresh start’ mindset.

ARTICLE

1 January 2026

4 min read

What is it?

The Fresh Start Effect helps explain how certain moments in our life, like a new job or a change in seasons, can inspire us to make positive change. But this mindset isn’t just a burst of motivation; there’s real behavioural science behind how it works and how it can help us build financial wellbeing for life.

Because these moments are often marked by change, they stand out from our typical day-to-day routine. They help us draw a line between the past and the future - making it easier to commit to new goals. This might explain why, come January, your desire to eat well or save more is turbocharged.

How it inspires us to change

It clears the mental clutter

Our brains interpret fresh starts as a mental reset. A way to close the door on the past and imagine a better future, without the baggage of past mistakes and setbacks.

It feeds our optimism about the future

We tend to be more optimistic about our future selves, and therefore more willing to commit to new habits and ideas that align with our goals.

It helps us focus on the bigger picture

Fresh starts help us zoom out from the daily grind and focus on the bigger picture, aka: what we really want. This shift in perspective can turbocharge our determination, by reminding us why we want something and keeping us motivated to stay on track as we work towards our goals.

It feels like a new beginning

Fresh start moments feel more meaningful than ordinary ones. They create a clear, natural point in time for us to start over. For example, a new day/week/month, a change in season, the end of financial year, a birthday, or the end of a decade.

Get Apple Watch, Get Active, Get Rewarded

Did you know AIA Vitality members get exclusive access to Apple Watch Benefit? Get a fresh start and earn an Apple Watch Series 11 (GPS) when you achieve your weekly personalised physical activity targets. Available via the AIA Vitality App.

How a fresh start can help you achieve your financial goals

Whether you're saving for your first home, or thinking about insurance to protect your loved ones in the event of the unexpected, here’s how you can use the fresh start mindset to boost your financial wellbeing:

Do it for the bigger picture

That weekly budget might not look pretty in Excel, but the view from Italy will. Remembering the “why” behind your daily habits can help you stay motivated.

Do it by breaking it down

We’re more likely to stick to our goals if we feel like there’s progress, so set small, achievable milestones, like a monthly savings target, to get started and prompt you to keep motivated.

Do it for future you

Where do you see yourself in the future? What small steps can you take now to get there? Chances are, that future includes some level of financial security. So maybe today’s the day to check your superannuation or review your insurance cover. Don't do it because you should, do it because future you will thank you for it.

Why not treat this very article as your fresh start? With 52 Mondays in a year, why not treat the next one as your fresh start to building a stronger financial future?

Behavioural Science team

At AIA, our Behavioural Science team is here to help Australians make smarter choices about their health and financial wellbeing so they can live healthier, longer, better lives. The information provided is general in nature and should not be considered as medical, financial or other advice. For professional advice tailored to your personal circumstances, please consult a qualified health practitioner or financial adviser.

Disclaimer:
Copyright © 2026 AIA Australia Limited (ABN 79 004 837 861 AFSL 230043). This is general information only, without taking into account factors like the objectives, financial situation, needs or personal circumstances of any individual and is not intended to be financial, legal, tax, medical, nutritional, health, fitness or other advice. The source information of the articles is current as of the date of publication and may be subject to change. While the information contained herein is believed to be accurate, AIA Australia expressly disclaims any and all liability for representations or warranties, expressed or implied, contained in, or for omissions from, the information.

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