Behavioural science 101 for paraplanners

Personal development
Self certified

Wednesday 25th November 2020





Understand the importance of behavioural science within paraplanning.

Learning Objectives

In this session we covered…

  • Influencing advisers
  • Applying behavioural principles in client communication
  • The EAST framework
  • Why picturing their future self tells you more about a client than their income
  • Building trust
  • The power of ‘pre-suasion’
  • Self behaviour tips for dealing with stress


Susan Pringle
MHA Henderson Loggie Financial Planning

Susan has been in the financial planning profession for over 30 years and worked with many different advisers but just three firms. Over that time, she’s been involved in constructing processes within the firms she’s worked with, been authorised to provide advice, specialised in pensions both individual and corporate. She’s always been part of a team, and since 1999 has been involved in the management side.

Dr. Thomas Mathar
Aegon UK

Dr. Tom is Insight Manager at the Centre for Behavioural Research, Aegon UK. He is an internationally experienced customer and behaviour researcher. He's held a breadth of research roles in healthcare, consumer industries and financial services and the public and private sector. Currently at Aegon, leading initiatives of its Centre for Behavioural Research. Dr. Tom leads Aegon's insight initiatives at the Centre for Behavioural Research. He's recently published this report into building trust with prospective clients and the findings of recent research on building trust on video calls.

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