Back to Behavioral Advisor Forum

Herman Brodie

Founding Director, Prospecta Limited

Herman is a specialist in behavioral economics, an accomplished speaker, and a trainer of decision-makers. Herman is the author of The Trust Mandate: The behavioral science behind how asset managers REALLY win and keep clients (2018, Harriman House). He also co-wrote and teaches the professional investment course, A Practical History of Financial Markets.

Is Active Trust Building Ethical?

Trust is a combination of two judgments clients make about a financial service provider. The provider’s ability to make good things happen and the provider’s motivation to make them happen for the client.

Although the former is task-specific, objective and largely conscious, the latter might be wholly unrelated to the task, subjective and non-conscious. The latter also happens to explain the bulk of the client’s overall impression so, for service providers, targeting it is an unavoidable part of establishing trust. When does active trust-building become manipulation? What are the ethical limits to trying to win trust?

September 10, 2020 

5:30 - 6:30 p.m.