The Empathy Advantage: How Behavioral Finance is Reshaping Planning Conversations
Cost: Complimentary
Date: June 18, 2025
Time: 2 pm ET | 11am PT
Sponsored by:
You wouldn’t start a client relationship by asking how much money they have, so why start planning that way?
The most effective financial plans aren’t built around numbers alone. They’re built around people: their values, motivations and the decision-making tendencies that shape their financial lives. That’s where behavioral finance comes in.
In this webcast, we’ll explore how today’s leading advisors are applying behavioral insights to create more empathetic and personalized planning conversations. By understanding the “why” behind client behavior, you can improve communication, strengthen trust, and build plans that clients are more likely to stick with, even during times of market uncertainty.
By attending this webcast, you’ll discover:
• The core principles of behavioral finance and how they apply to planning conversations
• How to identify behavioral patterns that influence client decisions
• Practical ways to incorporate behavioral insights into your planning process at scale
• How embedding behavioral tools directly into the planning workflow helps advisors apply insights in real time and create more personalized strategies
Whether you're refining your planning approach or looking to deepen client relationships, this session will offer actionable insights to put people at the center of your planning process.
Speakers:
Scott Ferguson is the Director of Custom and Marketing Content for Think Advisor's parent company, ALM. Before joining ALM in 2021, Ferguson held numerous editorial positions at ISMG, Informa, UBM and Ziff Davis Enterprise. He started his career as staff writer at both the Herald News and the Asbury Park Press.
Dr. Daniel Crosby is a psychologist and behavioral finance expert who helps organizations understand the intersection of mind and markets. Dr. Crosby's first book, Personal Benchmark: Integrating Behavioral Finance and Investment Management, was a New York Times bestseller. His second book, The Laws of Wealth, was named the best investment book of 2017 by the Axiom Business Book Awards and has been translated into 10 languages. His latest work, The Behavioral Investor, was Axiom's best investment book of 2019 and is a comprehensive look at the neurology, physiology and psychology of sound financial decision-making. When he's not decoding market psychology, Daniel is a father of 3, a fanatical follower of the St. Louis Cardinals, an explorer of the American South, and an amateur hot sauce chef.
Cade DeNazario Akers, CFP®️, is a Senior Product Manager at Orion, where he leads the development and enhancement of Orion's financial planning platform. With a keen focus on behavioral finance, Cade leverages his expertise to create innovative solutions that empower advisors and investors to make informed financial decisions and achieve their long-term financial goals. Prior to joining Orion, Cade was a financial advisor, an adjunct professor teaching the CFP®️ curriculum to aspiring CFP®️ professionals, and an international educator in East Asia and South America. Cade enjoys the outdoors and takes advantage of the opportunities offered by his home in the Pacific Northwest, including skiing, hiking, camping, and cycling. When not immersed in the world of fintech or exploring nature's wonders, Cade enjoys spending quality time with his family and friends and playing music.
As the chief planning officer, Jennifer works with the planning, insurance, and generosity teams to deliver support to advisors and a personalized experience to SignatureFD clients. She is involved in all levels of servicing clients’ financial planning needs, including developing and implementing comprehensive wealth management programs in cash flow, retirement planning, risk management and insurance, tax planning, and education funding in an integrated way. She aims to ensure each client has a consistent and holistic experience by integrating the firm’s various disciplines into financial planning. She seeks to help clients achieve their Net Worthwhile® by coordinating and pursuing their goals in SignatureFD’s four pillars of wealth activation: Grow, Protect, Give, and Live.
Register Now!
Can't attend? Register here for an on-demand recording after the webcast.
Disclosure: Orion Behavioral Finance ("Orion BeFi") is the branding name of various tools and services related to behavioral finance offered by Orion Advisor Solutions, Inc. and its subsidiaries. Orion BeFi tools are crafted to help investors and their financial advisors integrate behavioral psychology research into their investment decisions. Orion BeFi tools and services do not provide investment advice.
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