Why biases matter

It's not just 'them', it's 'us' too

There’s a great deal of focus on client behaviour and the influence of behavioural biases on decision-making, and quite rightly, as it’s an important factor to look out for. We’re all human, after all.

Advisers and paraplanners need to be aware of the influences that could impact their recommendations to clients, and how they’re expressed. For example, whether you present an annuity as a form of insurance or an investment product can impact how clients perceive annuities.  

Making sure both you and your clients make sound decisions isn’t easy. Our Bias Insight and Action page identifies nearly 50 different ways biases can creep into the advice process.