How companies use psychology in their financial planning |
There is a growing emphasis on psychology in financial planning, merging traditional advice with elements of behavioral finance, according to the Certified Financial Planner Board’s 2021 Practice Analysis Study. “The objective of understanding the psychology of financial planning is not to turn financial planners into therapists,” said CFP Board chief executive Kevin Keller. “But to help professionals strengthen their listening and communication skills.” Asset managers may also use financial psychology when guiding clients through investment decisions, particularly when the stock market dips. “A lot of people say ‘I can handle a 10% or 20% correction’ until it happens,” said Michael Cornfeld, owner of Heritage Investors Management in Bethesda, Maryland. 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.”