Inception

The markets continue to fall. The economy continues to decline. You thought your savings and investments would take care of you. Now you don't know. Call your advisor-can he or she give you a comforting answer? Can they explain what happened?

If you are the advisor that has received calls of discomfort, and your years of work in the financial services industry haven't given you enough insight to handle those calls, don't worry. Our entire industry has been playing by rules that worked for the last century, but need to change to fit today's needs.

Enter behavioral finance and neuroeconomics. We'll be devoting this site on all research, publications, and findings as these concepts relate to the financial advice field and bring them to you. Our mission: to bring modern science to financial services so that investors feel better and end up making good decisions for them and their families.