Behavioural finance is a relatively new approach to the client/advisor relationship. Understanding a client’s motivations and expectations can be the key to a successful partnership. Behavioural finance is, at its core, the application of psychology to understand human behaviour in finance or investing. This course will primarily focus on behavioural finance micro (i.e., behavioural biases of individual investors). It will provide advisors with a deeper understanding of their clients’ motivations, irrational behaviours and expectations, and make them better equipped to deliver what clients expect. The primary benefit of the behavioural finance approach is the use of a standardized and repeatable structure through which advisors can design a customized investment plan for the client which can help solidify the advisor/client relationship.