CPWA^® Certification Marketing Resources

In the investing world, not acting on emotion is paramount. Overconfident investors overestimate their capabilities, eternal optimists underestimate risk, and investors with familiarity bias consistently trade in the securities with which they are familiar - often to the detriment of returns. Applied Behavioral Finance gives advisors the tools to understand and properly navigate their clients' roller coaster of emotions and unspoken biases toward investing, as well as their own.

This program focuses on the specific needs of high-net-worth (HNW) clients and covers five core areas: Tax Strategies and Planning, Portfolio Management, Asset Protection and Risk Management, Charitable Giving, and Estate Planning. Each of these areas is examined in conjunction with the needs of HNW clients fitting three different profiles: the executive, the closely held business owner and the retirement client.

To build high-trust client relationships, the demonstration of one’s technical skills is nowhere near enough. This is because the demonstrated ability of the advisor is about the past. Yet, the decision to trust is primarily about the future – what the advisor will do next. The objective of this program is to equip advisors with the behavioral knowledge to be able to elicit positive responses, build trust, and manage investor behavior with confidence.