About the study

We endeavored to understand how equitable treatment plays into advice relationships with couple, taking a deep dive into how couples make investing decisions as a household, with special attention to the role that risk preferences play.

Research methods

We administered a set of survey questions and CP's proprietary “Revealed Preferences” risk-profiling independently to both partners of 190 couples. This decision science-based method uncovers fuller and more accurate contours of each partner's unique risk preferences, along with their implications for advisers.

Key learnings

• Inequitable treatment of female (and male!) partners is associated with much lower advocacy and likelihood to stick with an advisor in the case of divorce or death.

• Risk profiling is a giant missed opportunity for advisors to deliver a more equitable, more insightful and higher value-add advice experience to couples.

An equitable way forward

In our view, seizing this opportunity demands modern diagnostics and advisor support tools that help advisors make the most of their knowledge, EQ and expertise as they serve couples. We’re working with like-minded financial services firms to seize the opportunity, and welcome you to join the effort.