Money is a tool - never the goal: The role of psychology in financial advice

'The best IFAs, the ones who retain clients for decades, focus on the human side as well'

clock • 6 min read

Psychology plays a huge role when giving financial advice, much more than most people realise, as Chris Ball explains…

I remember being in my early 20s, working at KPMG, and feeling completely out of my depth. At the time, I thought the most technical person in the room was the one who won the client, the one who knew every tiny detail about the tax code and every number from the company's accounts. I couldn't have been more wrong.   The partners at KPMG weren't the most technically skilled. They weren't buried in spreadsheets or talking in jargon. Their superpower was simply the ability to walk into any room, make people feel comfortable, and instil confidence in them.   Now, after nearly two deca...

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