Behavioral Finance | TruStage™

Using client behavior to understand their challenges — and uncover financial solutions

When financial professionals and clients both understand the ways emotions, attitudes and impulses affect financial decision-making, they can make more intentional investment choices. That’s why we partnered with think2perform® to create our award-winning Behavioral Finance Advice program and guidance through our BFA™-certified wholesalers.

Use these resources and tools to:

Help clients be prepared for unplanned life events.
Improve client decision-making using a rational, values-based approach.
Differentiate your advisor practice — by becoming a trusted financial professional and coach to the clients you serve.

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.

Coming to terms with the certainty of uncertainty

Feelings impact decision-making capabilities — so as financial stress rises, emotional competence falls.

If you can help clients address their financial stress, you can help them make more intentional, rational decisions.

Helping clients bridge the gap between their actions and their ideals

Year after year, studies like the DALBAR Investor Behavior Research demonstrate the consistent gap between what clients say they want to achieve by investing, and what they actually do.

In this video, learn why investments often perform better than investors.

Grow your role from money manager to financial advisor and coach

Today’s clients want a personalized and personal approach to their financial lives. They’re looking for an advisor who understands them as people first, and who brings empathy to the table along with sound investment expertise.

Your journey from money manager to financial advisor can start with our award-winning Behavioral Finance Advice program.

Behavioral finance advice program

Using client behavior to understand their challenges — and uncover financial solutions

Interactive experience: core values

The smart money philosophy

Coming to terms with the certainty of uncertainty

Helping clients bridge the gap between their actions and their ideals

Grow your role from money manager to financial advisor and coach

Delivering professional value starts with revealing clients’ core values

The backbone of financial planning

Helping clients navigate pandemic related stress

Learn your client's core values

Get started with our award-winning Behavioral Finance Advice program

Are you a financial professional?

Behavioral finance advice program

Using client behavior to understand their challenges — and uncover financial solutions

Interactive experience: core values

The smart money philosophy

Coming to terms with the certainty of uncertainty

Helping clients bridge the gap between their actions and their ideals

Grow your role from money manager to financial advisor and coach

Delivering professional value starts with revealing clients’ core values

The backbone of financial planning

Helping clients navigate pandemic related stress

Learn your client's core values

Get started with our award-winning Behavioral Finance Advice program