Behavioral Science, pioneered by Daniel Kahneman and Amos Tversky, is reshaping the financial services industry. This introductory course explores how understanding client behavior is critical to the success of financial advisors, planners, consultants, and investment professionals. Through engaging insights from C. Thomas Howard, PhD—CEO and CIO of AthenaInvest, a leader in Behavioral Portfolio Management—you’ll gain a strong foundation in Behavioral Finance and its role in modern wealth management.

You’ll explore how emotional reactions to market volatility, rooted in human evolution, affect investment decisions. The course also covers common behavioral biases and cognitive errors that both clients and professionals face. Learn how helping clients manage emotions not only strengthens relationships but also contributes to better long-term financial outcomes.