A NOTE ABOUT USING VIDEOS:
Advisors can “plug & play” video or you are also given the slides with transcript so you can brand as your own and re-record in your own voice. An article version of video messages is also available for advisors that are not allowed to use videos with clients.
April 01, 2026
December 01, 2025
A NOTE ABOUT USING ARTICLES:
Advisors can edit articles to make them their own, put their logo on them, and/or sign them. For maximum leverage, it is recommended they are posted as a blog to the advisor’s website and then email campaign to clients, prospects, and share on social media. If your don’t have a website, it can be used in a direct email, newsletter, and/or directly on social media.
Released Feb 1, 2026
What Doesn’t Change Matters More Than What Does
Change. We spend much of our time thinking about it, predicting it, and anticipating it.
Markets change. Headlines change. Technology changes. Policies change. Every year brings a new reason why “this time is different.”
Several years ago, Jeff Bezos turned the question of change on its head. He said it is more important to consider what will not change. In other words, what are the fundamental truths we can rely upon?
What Won’t Change
Human nature.
The market, economy, players, and environment may change, but how we behave as a group seldom does. Our preferences are fairly static. Our emotional wiring hasn’t changed much, even though the world moves faster.
We Are Hardwired to Be Bad Investors
That is a fundamental truth. As humans we are emotional, we respond hastily when threatened, we overreact to uncertainty, we prefer shiny things to the mundane, and we hate not knowing. Markets give us plenty of chances to prove it.
Long-term investing is meant to be boring, but our brain desires the exciting. Most news is seductive noise to the long-term investor, and a costly distraction.
Bezos said, “When you have something you know is true, even over the long term, you can afford to put a lot of energy into it.”
Using Your Energy Wisely
Most investors spend their time and energy speculating on market outcomes and public policy, things that are unpredictable and always changing.
It would be more productive to spend our time and energy on what doesn’t change, such as human nature. The goal is not to predict tomorrow, but to respond better to whatever occurs.
That’s where planning, collaboration, and trusted advice play their most important role.
– YOUR NAME
©The Behavioral Finance Network
Released Oct 1, 2025
The Costanza Investment Strategy
Seinfeld fans love the irrational antics of George Costanza, partly because we recognize pieces of ourselves in his behavior. While George never set out to give financial advice, his quirks highlight important truths about human behavior and investing.
The Amygdala – Our “Fear Center”
In Season 5, Episode 20, George is at a birthday party when he suddenly spots a fire. Panic sets in. He bolts for the door, pushing aside an elderly woman and even peeling a child off the exit. Rational George disappeared the instant fear took over. That’s the amygdala at work, the fight-or-flight reactions.
For investors, it’s the same force that tempts us to sell low when markets fall. We saw this in April, when a surprise tariff announcement triggered a sharp selloff. Many investors followed what felt natural; they sold. No one puts “sell low” into their investment plan, yet that’s exactly what happened. This wasn’t about strategy; it was biology. And because this reaction is hardwired, it takes preparation and discipline to counteract it.
Opposite George
In Season 5, Episode 22, George has an epiphany: every instinct he’s ever had is wrong. So, he decides to do the opposite of his natural impulses and suddenly finds success.
I’m not suggesting we do the opposite of every instinct or initial thought. But we do need to pause, reflect, and learn from where instincts have misled us before. With markets at elevated valuations and uncertainty around tariffs and the economy, a bit of “Opposite George” thinking, questioning the gut reaction, can be a powerful defense.
My Role
When the next downturn comes, instincts and emotion will push investors toward impulsive decisions. That’s why it’s essential to prepare not only a financial plan, but also a plan for how to respond when markets sell off or unsettling headlines appear.
My role is to help keep decisions thoughtful and aligned with the long-term plan, especially when uncertainty rises and emotions run high, which is a regular part of investing.
– YOUR NAME
© The Behavioral Finance Network
WHAT ABOUT COMPLIANCE?
I work with advisors across nearly every channel in the industry, and compliance concerns are rarely an issue. The content is educational in nature and focuses on reinforcing long-term discipline, trust in the financial plan, and commitment to the investment process.
Advisors who currently use this content come from a wide range of firms, including:
• RIAs
• Independent broker dealers such as Osaic, LPL, and Commonwealth
• Wirehouses such as Morgan Stanley
• Insurance firms such as MassMutual