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Behavioral Finance
There's a lot of loaded stuff in what you said there, not just behavioral finance kind of feels a little manipulative. But it is a fundamentally different framework to come at this from the perspective of, no, actually our clients are quite fine at making good intelligence decisions as responsible adults. They just may need help having a good process to make sure they arrive at the right decision and consider the right stuff. And so you can uncover things that client is actually very motivated and passionate about that makes them want to follow through on their recommendations.