Financial Counseling Institute
The Human Advantage
The Advantage is You.
Your work as an FA is irreplaceable.
But there are a lot of loud voices saying otherwise. The passive investing movement, discount brokers pushing self-management, and the ever-increasing robo/AI services are sending the investing public a different message; don’t hire a financial advisor, they’re a waste of money.
And that’s a shame.
We know these lesser services can’t match the value you provide. But it’s not enough to just be better. Thriving in today’s competitive landscape means getting your message through to clients; namely that your service is unique, superior, and the best investment they can make for their future.
That’s where Financial Counseling comes in.
We maximize the human advantage in financial advising by helping you not only to develop critical skills in communication, insight and persuasion, but highlighting them as part of your professional advantage.
Who I am
Hello,
I’m Frank Murtha.
I came to the world of financial advising by a different route than most people. I’m trained as a Counseling Psychologist. Back in 2002, I co-founded MarketPsych, the first behavioral finance consultancy in North America. Since then I’ve specialized in helping FAs apply psychology to better serve their clients and grow their businesses.
Practice What You Preach
I’ve been working closely with financial advisors since 2002. And I know you provide value to your clients that is truly unmatched. But I’ve noticed something. Everytime I ask an FA what is your approach to working with clients – what’s your philosophy – I get a version of the same answer: I get to know my clients personally. Then I design a plan to help them realize their personal goals that a good fit for who they are. It’s a great answer. In my opinion – it’s the RIGHT answer. But you can see the issue. If you’re a client or prospective client… how do you choose an advisor when everyone is telling you the same thing.
That’s where FC comes in. FC demonstrates not only your commitment to this promise, but your ability to deliver it on it in a way other advisors can’t. In a world where everyone sends the same message, getting your message though means going beyond the words… it’s demonstrating you’re different. You practice what you preach.
Emotions
The Key to Unlocking Investing Success
People think they invest to meet their financial needs. And they do. But there’s another hidden driver that too often gets overlooked by clients and advisors alike – their emotional needs. And this second set of needs is absolutely critical for success.
The problem is traditional training for financial advisors is heavy on the first set but basically ignores the second set – which is a shame because it’s actually the more important of the two. When you incorporate FC into your practice, you’re equipped with knowledge and skills that help you understand, manage and even influence clients on a deeper level, the one where financial decisions actually get made. It’s the missing piece that helps you unlock investing success for you clients – and for your business.
Behavioral Finance
I co-founded the first behavioral finance consulting firm in North America. And it’s a fascinating field. But there’s a problem with it. Essentially what behavioral finance says is
“We’ve have identified all the irrational – and quirky – things investors do to hurt their performance. And now that we’ve identified them all… stop doing that.”
You see BF is interesting, but it’s not designed to produce behavioral change. That’s because it’s focused on the rational – the cognitive realm – but the biggest drivers of behavior take place on a different level – the emotional. Financial Couseling picks up where behavioral finance leaves off. It’s designed to not bring investors to the threshold of change, but to help them walk through it.
Three reasons to integrate
Financial Counseling into your practice.
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FCI Educational
Services
The Financial Counseling Course
- “The 10 Hour Ph.D.”
- Ten hour-long classes.
- Watched at your own pace.
- Short quizzes after each class.
- Digital Diploma.
$699
Certification
- Updated annually
- Quarterly classes offered
- Two of 4 must be attended yearly.
- Digital Badge indicating current certification.
$199
Membership in the Financial Counseling Course
- Includes the Course
- Office hours for client disscution
- Redused consulting fees
- Joining a community of like minded professionals
$899
What’s in the Course
An Overview
A review of the important branches of psychology that contribute to FC
The keys to establishing and maintaining productive relationships
A guide to investor emotions; how to recognize and respond
Practical tools and techniques to maximize your impact on client behavior
Personality and mental health screening tools