By Lee Rossini
Understanding the basics of behavioural finance is essential when giving clients financial advice. While traditional finance assumes clients make decisions rationally, behavioural finance recognises that people are influenced by emotions, mental shortcuts and unconscious biases. These influences can lead clients to make decisions that conflict with their long-term financial interests. Understanding these behavioural tendencies is crucial – not only to support clients to make better choices, but also to improve engagement, trust and outcomes.
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