Loss aversion is a cognitive bias that explains why individuals feel the pain of loss twice as intensively as the equivalent pleasure of gain.
You’d assume the sweetness of a win outshines the sourness of defeat. But that’s not how we’re wired, especially with finances.
Loss hurts more than equivalent gain feels good.
It’s a reminder that when it comes to finances, it’s more important that we give peace of mind - that we remove fear so that you can rest easy knowing we have a plan in place.
We care for the families we serve and, above all, seek to understand and protect their dreams and financial security.