Your Client’s Financial Psychology: Why It Matters and How to Master It

The August 2025 Applied Behavioral Economics Knowledge Circle will be held on Wednesday, August 27th at 11 am ET.

Guest speaker Dr. Charles Chaffin will be presenting, "Your Client’s Financial Psychology: Why It Matters and How to Master It."

Understanding your client’s financial psychology is essential for building trust, uncovering true motivations, and guiding them toward meaningful, sustainable goals. Dr. Charles Chaffin will explore how emotions, biases, and identity shape financial decisions and how advisors can use these insights to create deeper, more effective client relationships. By integrating financial psychology into your practice, you not only enhance planning outcomes but also strengthen long-term loyalty.

Dr. Charles Chaffin writes, consults, coaches, and teaches in FinancialPsychology, Goal-setting, and Organizational Learning.Dr. Chaffin identifiesthe factors that impact a client’s decision making as well as all factors thatimpact the client-advisor relationship. In one year, over 5,000 advisors and2,500 students from over 100 colleges and universities in 15 countries haveadopted the Psychology of Financial Planning Specialist™ program.  As a coach, Dr. Chaffin coaches financialadvisors and executives to help them develop better strategies to engage humanbiases, behaviors, and perceptions. He is Professor of Practice at Iowa State University.