Using client behavior to uncover financial solutions.

When it comes to investing, meeting the needs of your clients means understanding the emotions, attitudes and impulses that drive decision-making. So, in partnership with think2perform, we offer an award-winning Behavioral Finance Advice program and guidance through our BFA™-certified wholesalers.

You’ll be able to:

  • Help guide and prepare clients for unplanned life events
  • Improve client decision-making using a rational, values-based approach
  • Differentiate yourself — becoming a trusted financial advisor and coach to the clients you serve

Interactive Experience

Help your clients align their investments with the things they value most.

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Our Behavioral Finance Advice Program won Class of 2021 Award in the Products, Programs & Services - Other category1

The Smart Money Philosophy

The Smart Money Philosophy is a buy-and-be-smart strategy that allows clients to achieve their goals even when facing uncertainties about what will happen during their lifetimes.

You can’t predict the future, but you can help clients prepare for the future.


The Certainty of Uncertainty

As financial stress rises, emotional competence falls. If you help people with their financial stress, you can help them make them better, more informed financial decisions.


The Behavior Gap

Studies like the DALBAR Investor Behavior Research demonstrate that there’s a consistent gap between what clients want and what they actually do. Discover why investments often perform better than investors themselves.


From Money Manager to Financial Advisor

Today, clients are seeking a more personal — and personalized — approach to their financial lives. They're looking for a financial advisor, someone who offers empathy and understanding in addition to investment expertise. The journey from money manager to financial advisor can start with Behavioral Finance Advice.


Get started with our award-winning Behavioral Finance Advice program by contacting your wholesaler or call 847.345.GROW (4769), option 1.

1. ThinkAdvisor, "Meet the LUMINARIES Class of 2021", August 16, 2021.

CUNA Mutual Group Annuities team provides THE VALUES CARD EXERCISE in relationship with think2perform. It is the first step in the application of the alignment model. Ask us about other supporting materials and next steps after THE VALUES CARD EXERCISE. Reprinting is prohibited without the prior written consent of think2perform, Inc.

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