LPL Financial Adopts Behavioral Finance Program

The Behavioral Finance Advice program combines psychology and neuroscience with traditional financial practices, according to Kaplan Financial Education and think2perform. 

Kaplan Financial Education and think2perform, two partnering providers of investor education, announced that LPL Financial has become one of the first financial firms to offer the Behavioral Finance Advice (BFA) program to its financial advisers.

The BFA curriculum is designed to equip advisers with tools and training to help clients avoid making emotion-based financial decisions. Importantly, the program also strives to help advisers “understand how behavioral advice can support and impact both the adviser and client’s investment practices.”

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The research-based program further explores “how a client’s real self matches up with his or her ideal self by keeping values, principles and beliefs at the forefront.”

“Financial advisers are relied upon for their ability to provide technically sound financial advice,” explains Joyce Schnur, vice president of Kaplan Financial Education and Dean of Kaplan University’s School of Professional and Continuing Education (PACE). “By adding the BFA designation, advisers gain even more skills and tools to maximize their clients’ abilities to make sound, rational financial decisions. This builds upon their credibility as money managers to being highly trusted and valuable partners for their clients.”

More information on the new collaboration is at