Therèse Havenga, Head of Business Transformation at Momentum savings, contemplates the selfish side of generosity.

March always feels like a turning point. The year is no longer “new,” but it hasn’t settled into a rhythm. It’s the pause between beginnings and routines when resolutions wobble and habits reveal themselves. In that pause, we ask not only how much we’ve saved, but also how much we’ve shared. When I look at money habits through that lens, the theme of gifting rises above the rest. Not the obligation of giving, but the surprising power of generosity to change how we feel about wealth and life itself.

For centuries, cultures and religions have embedded giving into daily life. The practice of tithing (offering a tenth of one’s income) is rooted in the idea that generosity is both duty and blessing. Gifting has long been seen as a moral obligation, a way of showing care or fulfilling social expectations. But modern behavioural science suggests something deeper: gifting is not only generous, it is profoundly self‑serving in the best possible way.

Recent research backs this up. A 2023 study led by Ashley Whillans at Harvard Business School, in collaboration with Canadian psychologists Lara Aknin and Elizabeth Dunn, found that prosocial spending (using money to benefit others) consistently boosts happiness, especially when the giving feels intentional and connected to relationships. Dozens of experiments confirmed that the link between generosity and well-being is robust across cultures and contexts.

Economist James Andreoni described this as early as the nineties as the “warm glow” of giving – the emotional lift we feel when we part with money for someone else’s benefit. It’s a paradox: outwardly altruistic yet inwardly rewarding. Giving strengthens our sense of identity, reminding us of the values we hold and the kind of person we want to be. It also triggers reciprocity, the social norm that compels others to return kindness, which in turn deepens trust and connection.

When I think about financial planning, it’s usually framed around accumulation: save more, invest wisely, avoid mistakes. But gifting introduces a different kind of return – one measured not in percentages or balance sheets, but in happiness, resilience, and purposeful connection. Studies show that generosity reduces stress and anxiety, creating emotional balance. It builds stories and memories that outlast the transaction, shaping how we are remembered. In this way, gifting becomes part of our legacy.

Of course, gifting must be balanced with responsible saving. The point is not to give recklessly, but to integrate generosity into a broader financial plan. Financial advisers can help us to identify sustainable ways to gift – whether through structured giving, estate planning, or small, intentional acts of generosity. Gifting is not a contradiction to saving, but a complementary strategy that builds emotional resilience alongside financial security.

Practically, this means considering a long-term solution for that friend or sister you must repeatedly bail out. Is a retirement product not a better solution? Instead of spoiling the privileged grandchildren with another movie night, how about educational savings? And for a parent who has always supported you, their medical expenses during retirement are waiting.

What excites me about this is that it challenges the conventional narrative. Financial media often focuses on caution – how to avoid mistakes, how to accumulate more, how to protect against loss. But gifting reframes money as a tool for connection, meaning, and psychological well‑being. It’s not about reckless generosity; it’s about deliberate, strategic generosity that enriches both giver and receiver.

The more we give, the richer we feel. Perhaps that is the most overlooked investment strategy of all.