Hey, Tottis. How you doing?

Hey, I'm good. I'm on the line with Brendan Malouly, who's an investment advisor at

Malouly Asset Management. I asked him on today to talk about a recent post of his

entitled,

I need behavioral coaching, said no one ever.

There's this idea in behavioral economics and finance

called bias blindness.

And the idea being that we can see behavioral biases easily enough in other people, but we have a hard time identifying them in ourselves.

So Brendan, if one of the biggest potential value ads for being an investment advisor is behavioral coaching.

How do we get clients or potential clients to recognize this?

Yeah, huge issue trying to give people something that they don't necessarily don't necessarily

believe that they need. I had always had a little bit of a hunch that this

behavioral coaching was kind of taken as maybe a nice service that we

offer to our other clients or something or something similar because it really is tough to admit sometimes that we need help.

I think that some of that stems from just the nature of maybe offering behavioral advice to others.

I mean, to be a recipient of behavioral advice, you have to be able to admit that you have some flaws that you need help with.

And that's not always easy for any of us to do, and that isn't necessarily exclusive to finance.

Yeah, no, absolutely. I think that you see in the business of advice that you know it's very much a sort of a relationship

sort of business and I think that you can see how you know being able to talk to someone on you know be able to reach them in a way

that like you said is non-threatening and sort of recognizes for lack of a

better term their their humanity,

I think is really important.

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