The Age: Money Section 2nd July 2015
Certified financial planner Peter Horsfield says neuro-investing is an industry buzzword and that the practice has limits. "I think it is just one of the approaches that forms a total comprehensive approach helping clients achieve their goals. Ie. it's more a philosophy than a silver bullet solution," Horsfield, who is otherwise enthusiastic, says.
In his view, neuro-investing delivers a more effective and tailored outcome than just scanning analytical data: it teaches us to overcome our animal instincts – our herd mentality, deterring us from buying high and selling low.