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Cognitive biases are inherent to humanity. They made our cave-dwelling ancestors much quicker on the draw, able to outmaneuver survival threats. But that’s not how humans live anymore, and therefore, it’s not how humans need to react anymore. Overcoming this biological programming isn’t easy; it takes time, effort, and self-awareness.

The most important service provided by a financial advisor is “behavioral coaching.” Behavioral coaching is the art and science of showing a client how unconscious and instinctive thought patterns can detract from positive financial outcomes.

To learn more how Heron Wealth advisors work with clients, schedule a discovery session today!