In this webinar, Chief Evangelist, Samantha and Founder of Shaping Wealth, Brian Portnoy discuss how to use behavioral finance insights in your marketing to differentiate your firm from the competition and drive dramatic growth in your business. They discussed: - Behavioral finance and “human-centric advice - The evolution of the profession - The working model for “behavior” - How to leverage behavioral finance to enhance your client relationships and create “referable” moments - Ideas to integrate behavioral finance principles into your marketing

1. How to Use Behavioral Finance
to Differentiate Your Firm and
Marketing
1

2. Samantha Russell
Chief Evangelist, FMG
@SamanthaTwenty
/samanthacrussell
srussell@fmgsuite.com
2

3. Brian Portnoy, CFA, PhD
Founder, Shaping Wealth
Author, The Geometry of Wealth
@Brianportnoy
/Brianportnoy
ShapingWealth.com

4. Behavioral Finance &
Human-Centric Advice
01
Behavioral Finance

5. Evolution of the profession
Behavior as gravity, everywhere and always
Mechanics vs. Guides
Three Principles for Human-Centric Advice
Delivering Human-Centric Advice | © Shaping Wealth

6. COGNITION PERCEPTION EMOTION DECISION HABIT WELLBEING
A Working Model for “Behavior”
• “Behavior” is like gravity, it’s everywhere and always. There’s no “off” switch.
• “Behavioral finance” can be confusing because it encompasses many different of dimensions
of human activity. How we consume information, make decisions, and achieve happiness are
all “behavior” but very different topics.
• Our question is less “How do we use behavioral finance?” and more “How do I accommodate
human behavior at every stage of the financial planning process?”
Delivering Human-Centric Advice | © Shaping Wealth

7. “Remember, successful investing
is based more on minimizing
regret than maximizing gains.”
7
- Brian Portnoy, CFA, The Geometry of Wealth

8. How to leverage BeFi to enhance your
client relationships and create “referrable
moments”
02
Behavioral Finance

9. H = R - E
Don’t exclude emotions,
include them: EQ is a skill
Embrace a coaching
mindset
Structure meetings and
conversations wisely
Human-Centric Advice: Perspectives and Tactics
OARS: Open-ended
questions. Affirmations.
Reflection. Summaries.
Use “anti-goals” for better
planning conversations
Guide and inspire through
the “happiness equation”
Delivering Human-Centric Advice | © Shaping Wealth

10. Ideas to integrate behavioral finance
principles into your marketing
03
Behavioral Finance

11. While goals are about the future,
funded contentment is about
enjoying the journey – the Now.
11
- Brian Portnoy, CFA, The Geometry of Wealth

12. Source: https://flowfp.com/
Focus on CURRENT
pain points

13. Focus on CURRENT
pain points

14. Paint a picture of
how you’ll help
them use their
money to enjoy
their life

15. Success Stories are
a great way to
illustrate the
emotional and
behavioral aspects
of financial
planning

16. Source: https://mistylynch.com/
You can also utilize
blog posts, videos
and more dynamic
content

17. ● Mobile App to push out breaking news
● FINRA - reviewed content
● Direct Integrations with for easy compliance
● New Do It For Me Program
Contact Us: Marketing@fmgsuite.com
Overwhelmed?
Need Help? We Get it!
17

18. Samantha Russell
Chief Evangelist, FMG
Connect with Me!
@SamanthaTwenty
/samanthacrussell
srussell@fmgsuite.com
18
Questions?