Cognitive biases in advice and the psychology of insurance

A look into client decision making and its effects on protection uptake

Jaskeet Briah
clock • 5 min read

There is a lot to the science of decision-making, Jaskeet Briah finds, especially when it comes to overcoming cognitive biases that influence customer decisions in the advice process...

We would all like to think we are inherently logical, practical and pragmatic. But the reality is that most of our decisions are at a non-conscious level; we don't really know why we make the decisions that we make. This is where behavioural biases surface, interfering with best outcomes, according to We are IB psychologist and chief executive Dr Simon Moore. To understand how human behaviour influences decision-making, we must look at the science. "There are two parts of the brain: the front (the central executive) represents the pragmatic part – it likes statistics, facts and log...

To continue reading this article...

Join Professional Adviser for free

  • Unlimited access to real-time news, industry insights and market intelligence
  • Stay ahead of the curve with spotlights on emerging trends and technologies
  • Receive breaking news stories straight to your inbox in the daily newsletters
  • Make smart business decisions with the latest developments in regulation, investing retirement and protection
  • Members-only access to the editor’s weekly Friday commentary
  • Be the first to hear about our events and awards programmes

Join

 

Already a Professional Adviser member?

Login

More on Protection

Consumer Duty: Two years on – the protection impact

Consumer Duty: Two years on – the protection impact

Impact on the market and next steps

Jaskeet Briah
clock 01 August 2025 • 5 min read
Alcohol, Britain, one night stands and smartwatches… what does Gen Z really think?

Alcohol, Britain, one night stands and smartwatches… what does Gen Z really think?

'Listening to younger people is as refreshing as it is challenging. But ignoring it isn't an option'

Kevin Carr
clock 24 July 2025 • 4 min read
Group life cover excluded from IHT liability

Group life cover excluded from IHT liability

HMRC decision on protection and inheritance tax

Cameron Roberts
clock 23 July 2025 • 2 min read