Understanding Behavioral Finance to Improve Client Outcomes with Dr. Wendy De La Rosa

Framework with Ana Trujillo Limón

Why do clients resist sound financial advice, even when it’s in their best interest?

It’s not about logic—it’s all about psychology.

Behavioral scientist Dr. Wendy De La Rosa, Assistant Professor at The Wharton School, joins Ana Trujillo Limón, Director, Editorial, to reveal the surprising factors behind client resistance and how financial advisors can use these insights to transform their approach.

Dr. De La Rosa shares cutting-edge research on income volatility, generational behavior trends, and the powerful role of perception in financial decision-making. Financial advisors will learn actionable strategies to navigate these complexities, build personalized client plans, and strengthen client relationships by understanding the psychological tools that truly drive behavior.

Dr. Wendy discusses:

• How income frequency influences client spending and saving behaviors
• The essential role of financial advisors in guiding clients through an increasingly manipulative financial landscape
• The impact of financial shame and how empathetic advisory practices can help clients overcome this barrier
• The power of environment design in encouraging positive financial behaviors through simplified processes
• Generational trends, focusing on Gen Z’s pragmatic and value-driven approach to finances, and how advisors can tailor their guidance
• The concept of "financial health days" and how structuring them can empower clients to take manageable steps toward financial wellness
• Practical tools like the "Three B Framework" (Behavior, Benefits, and Barriers) that advisors can use to positively influence client decisions
• And much more!

Connect with Ana Trujillo Limón:

• Carson Group LLC
• LinkedIn: Ana Trujillo Limón

Connect with Wendy De La Rosa:

• The Wharton School
• LinkedIn: Wendy De La Rosa

About Our Guest:

Dr. Wendy De La Rosa is an Assistant Professor at The Wharton School and a leading behavioral scientist with a focus on financial decision-making. Her research explores the intersections of emotions, perceptions, and behavior, impacting the way individuals manage their money. She collaborates with companies and advisors to develop strategies that positively influence client outcomes, particularly during moments of income fluctuation. Dr. De La Rosa is passionate about bringing behavioral finance insights into advisory practices, helping financial professionals better connect with and support their clients.

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