Advisors4Advisors

This class is part of a 12-class LIVE IAR CE plan enabling IARs to complete 2026 NASAA IAR CE requirements in 12 live classes twice a year in consecutive six-month periods. The plan enables completion of 2026 IAR CE requirements over the first or second half of 2026. This IAR CE is free to members of  A4A members of A4A ($70/qtr.). 

Wealth management/financial planning is a collaborative enterprise. Financial Counseling is designed to help you maximize the effectiveness of that collaboration via a knowledge base and the Seven Essential Counseling Skills.  One skill in particular, Insights (or the ability to impart your message) has gotten less attention.  Yet it remains a crucial tool shaping client perspectives and delivering on the value of your expertise. At this class, you can learn how to:

• maximize receptivity with clients so your message is more likely to be heard.
• understand how cognitive psychology and choice architecture affects client decisions.
• boost retention of what's most important 
• apply behavioral finance principles to optimize a message's impact.
• lean into psychological principles proven to strengthen relationships and increase the power of your advice.

Frank Murtha, who holds a Ph.D. in Counseling Psychology, has taught at The City University of New York, Penn State, and New York University. In 2001, Dr. Murtha co-founded MarketPsych Inc., a statistically valid assessment for identifying investor personality traits, and he consults to institutional investors on macro- and micro-behavioral economics. In early 2021, he co-founded Financial Counseling Institute.