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BeFi Barometer 2020

Advisors say behavioral finance helped them gain clients and keep clients invested during the volatility of early 2020.

Examining the landscape

For a second year, we partnered with Cerulli Associates, Inc., and the Investments & Wealth Institute to survey financial advisors on their use of behavioral finance. Fielded in May and June, 2020, the survey gave us a unique look at the effects of behavioral finance in an unprecedented time of volatility and turmoil.

Top survey trends

Behavioral finance has made positive differences for advisors and their clients according to those who participated in the second edition of the BeFi Barometer survey. Gaining clients. Cementing relationships. Helping clients stay invested. Behavioral finance techniques helped advisors during a turbulent time. Our downloadable infographic gathers key survey findings, including these top-level trends.

Staying invested

Significantly more advisors in 2020 identified behavioral finance as a key to keeping clients invested during volatility.

Befi - Graphic 3 - Blue Background - Staying Invested

Gaining clients

Since Q1 2020, advisors who use behavioral finance gained clients at almost twice the rate of non-users.

Befi - Graphic 2 - Blue Background - Gaining Clients Percentages

Identifying biases

Advisors noticed several of the most common investment biases gaining prominence among their clients in early 2020.

Get more survey insights

See all the survey highlights in a focused infographic. Or take a deep dive into more survey results in a whitepaper from Cerulli.

Explore resources

Charles Schwab Investment Management is committed to providing insights and resources to help you use behavioral finance to enhance your client experience, deepen your client relationships, and potentially improve client outcomes. Explore resources like these.


Learn about bias mitigation techniques and the impact of investor behavior on the markets.


Implement behavioral finance In your practice with the Biagnostics® toolkit.

Financial Decoder


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