Behavioural psychology key to understanding clients, industry agrees

Advisers, business owners and paraplanners share their thoughts

Isabel Baxter
clock • 1 min read

Behavioural psychology has a part to play when considering a client’s financial decisions, most industry respondents to a Professional Adviser survey believe.

When asked ‘do you think behavioural psychology has a part to play when considering a client's financial decisions?', 74% of respondents to a recent PA Asks poll answered yes, 11% answered no, and 16 % answered ‘I don't know'. One pundit said that ethics and transparency are "prerequisites". Another said: "Time after time people sell at the bottom and buy at the top." One industry respondent argued it is not as simple as a yes or no answer.  "You would need a comments box the size of a short novel...

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