Oxford Risk has launched a tool called Investor Personas to help financial firms understand clients’ personality and behaviour.
The firm said it carried out extensive research to develop a robust understanding of how an individual makes financial decisions. The tool uses a data-driven approach to understanding investor behaviour and personalising financial advice.
Investor Personas can be used to increase personalised engagement, make tailored recommendations, and use behavioural nudges that help customers invest with confidence, stay invested, and make better financial decisions, the firm said.
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The tool identifies one of ten personas for a client, evaluating investors across 16 financial personality dimensions such as composure, impulsivity, desire for guidance, financial comfort, and desire for legacy. It is designed for integration into existing financial platforms.
“This marks a step-change in personalising financial guidance,” said Dr Greg B Davies (pictured), head of behavioural finance at Oxford Risk. “By understanding how people actually make financial decisions, we enable advisers, asset managers, and fintechs to engage more effectively — giving investors the confidence to act, and the emotional comfort to stay the course.”
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