September 26, 2023


Business&Finance Specialists

There’s a growing demand for psychology in financial planning

2 min read

Portfolio construction

Investment counselors

A lot of people say ‘I can handle a 10% or 20% correction’ until it happens.

Michael Cornfeld

Owner of Heritage Investors Management

“And then, unfortunately, they can’t handle the pain,” he said, explaining how some clients want to dial down portfolio risk after jolts of market volatility.  

Managing assets is like a cross-country road trip with clients in the back seat, Cornfeld said, and they expect to find harsh conditions, like snow, ice, flooding and flat tires.

In those scenarios, he may drive faster, adding to their stock market positions. 

But in the meantime, Cornfeld aims to keep clients in the car, regardless of the conditions, such as the news or cocktail party gossip, describing his role as “investment counselor.”  

Estate planning

Another scenario where financial psychology plays a role is when a client won’t address a sensitive subject, such as their own mortality, said Rupp. 

“What will happen is they kind of just drag their feet,” he said. “They really don’t have a desire to get engaged on the subject matter.”

But if a client won’t budge, an advisor may try to “work around the edges” to protect them with some basic estate planning, such as wills and powers of attorney, he said.

Whether a firm has recently integrated financial psychology into its practice or it’s been a long-term strategy, experts believe it’s a trend that’s likely to continue. 

“The most effective financial planners build and maintain trusted relationships where each client feels understood, supported and motivated to act on the planner’s recommendations,” said Keller.

And as more education, certification and other learning opportunities arise, advisors may be well-equipped to tackle clients’ evolving needs.