This keynote highlights the interconnection between gambling harm, financial instability, and mental health challenges, framing gambling as a public health issue that requires systemic solutions. Daniel Umfleet will draw from his work with Kindbridge and collaborations with UCLA, financial institutions, and industry leaders to show how early warning signs in financial behavior, such as irregular spending and borrowing patterns, can be used to identify those at risk of gambling-related harm. He will emphasize the value of digital behavioral markers, the importance of integrating financial well-being into clinical pathways, and the potential of cross-sector partnerships. By reframing gambling beyond an individual disorder to a multi-systemic challenge, the talk will encourage new models of prevention and care that link clinicians, operators, regulators, and financial service providers in a unified approach. Learning Objectives: By the end of this session, participants will be able to: 1) Identify the generational cycle of normalization, recognize how this normalization shows up in clients’ narratives — “everyone was doing it” — and why it blindsides patients across generations. 2) Understand how financial loss fuels shame, hopelessness, and treatment resistance, and use this knowledge to screen, validate, and reframe clients’ experiences. 3) Use systems literacy tools (spotting loops, recognizing traps, reframing losses) to help clients detach from self-blame, reduce shame, and build resilience.