Introduction

Why is it that a client selects one asset manager over another when the two are, on paper at least, very similar? Also, why is it that some asset managers are retained during the challenging periods in the cycle and others aren’t, even though their performance is identical (or better)? To make these judgements, clients evaluate their financial service providers against two criteria. The combination of those two judgements is a universal human evaluation more commonly known as trust.

Part of the Finology short course, Behavioural Finance - Investment Decision-Maki...