TD Wealth Behavioural Finance

How you make money decisions is unique.

At TD Wealth, advisors use behavioral finance to understand what makes you act and react. The Wealth Personality^TM assessment reveals your strengths and financial blind spots. Knowing this, advisors can help you make more informed decisions that reflect you and your vision for your future.

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More about the Wealth Personality™ assessment

The Wealth Personality^TMassessment is a questionnaire based on decades of research and development into what drives decision-making. It shows how our personalities impact our financial decisions. Advisors use this information to tailor their advice, personalize techniques to help you overcome blind spots, and become more emotionally resilient to financial stress so that you stay on track to reach your financial goals.

Other reasons to try the Wealth Personality^TM assessment:

The results are confidential between you and your advisor.
It’s complimentary when you work with a TD Wealth professional.
It’s exclusive to TD Wealth customers.

Benefits of knowing your Wealth Personality™ profile

Become more resilient

Your advisor can provide strategies to help you overcome the potential negative impacts of your blind spots.
Achieve your goals confidently

Become more aware of your investing tendencies and gain confidence that you're on the right path to achieving your goals with an advisor who truly knows you.
Master your money decisions

Your advisor can help identify how some money decisions may set you off course. They'll recommend ways to help overcome them so you can stay focused on your financial goals.
Get tailored advice

Your advisor can tailor their advice to your unique needs, even as your goals change.

All
Market Turbulence
Industry Reports
Personality and Money Decisions
Behavioural Finance 101

Wealth Confidence™: How wealthy do you feel?

Our latest research study of 2,000 affluent Canadian investors provides a deep dive into what it means to feel wealthy and what advisors can do to help their clients achieve greater Wealth Confidence™.
How your personality might affect your investments

Find out how your investing personality may be driving some of your best and worst investing decisions.
How behavioural finance helped me understand my investing personality

Did you know that there are unconscious factors driving almost every financial decision you make? It's true.

Holiday spending: How (not) to blow the budget

Every year it gets said: Let’s stick to a budget this holiday season. And every year the budget gets blown. Here are some ways to make this year feel special without overspending.
Return of the overspender

The holidays are a time for family and joy, but they’re also a time when many Canadians tend to rack up credit card bills. Here are some tips to help you enjoy the holidays without blowing the budget.
Spooky tales of speculation

Ever get the urge to chase a hot stock? Be sure to do some research. In the three stories below, what many thought was an easy treat, turned out to be a trick...
Your brain on real estate

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Behavioural Finance & Sustainable Investing

Our latest research study of 1,500 Canadian investors provides insights on their key sustainability priorities and how the Big Five Personality Traits impact investing decisions.
TD Report: How your career can impact your investing style

Watch Lisa Brenneman, Head of Behavioural Finance at TD Wealth & Laura Goodyear, Research Associate at BEAR, as they discuss the findings from TD Wealth's latest research that examines the behavioural and psychological factors that may impact a person's willingness to take financial and investment risk.
TD Wealth Behavioural Finance Industry Report, 2021

A Behavioural Perspective on Risk
A Behavioural Perspective on Risk Infographic

Key findings from TD Wealth Behavioural Finance Industry Report 2021
The Risks We Take

Who we are and how we behave can have a big impact on the financial and investing risks we take. Consider these findings the next time you talk to your advisor.
Women & Behavioural Finance

Fellow Women: If you doubt yourself, stop! – You probably have a strong financial planning personality.
TD Wealth Behavioural Finance Industry Insights

Exploring Wealth Personality™ profile.
Retirement Ready at Any Age

We’ve developed a checklist of retirement-ready habits that may help you prepare for the big day - whatever age or life stage you’re at.
Keep Calm and Invest On: Psychology of Losses

Kim Parlee and Dilip Soman discuss the psychology of losses and how a financial plan could save your bottom line.
Steering Clear of Investing Blind Spots

Kim Parlee and Brad Simpson, Chief Wealth Strategist, TD Wealth discuss the importance of keeping perspective.
Be on your Best Financial Behaviour

Brad Simpson, Chief Wealth Strategist, TD Wealth shares his insight on how to keep your financial goals on track.
A Winning Personality

Dilip Soman shares his insight on the specific personality types and how that may impact financial outcomes.
Discover Your Blind Spots: Behavioural Finance & Your Investments

Dilip Soman, one of Canada’s leading thinkers in behavioural economics discusses investing blind spots.
Wealth Confidence™: How wealthy do you feel?

Our latest research study of 2,000 affluent Canadian investors provides a deep dive into what it means to feel wealthy and what advisors can do to help their clients achieve greater Wealth Confidence™.
Discover Your Investing Blind Spots

People can learn to be better with money when they understand how their actions may be sabotaging their investing decisions.

Steer Clear of Investing Blind Spots

Kim Parlee and Brad Simpson, Chief Wealth Strategist, TD Wealth discuss the importance of keeping perspective.
Be on your Best Financial Behaviour

Brad Simpson, Chief Wealth Strategist, TD Wealth shares his insight on how to keep your financial goals on track.
Spooky tales of speculation

Ever get the urge to chase a hot stock? Be sure to do some research. In the three stories below, what many thought was an easy treat, turned out to be a trick...

Wealth Confidence™: How wealthy do you feel?

Our latest research study of 2,000 affluent Canadian investors provides a deep dive into what it means to feel wealthy and what advisors can do to help their clients achieve greater Wealth Confidence™.
Behavioural Finance & Sustainable Investing

Our latest research study of 1,500 Canadian investors provides insights on their key sustainability priorities and how the Big Five Personality Traits impact investing decisions.
TD Report: How your career can impact your investing style

Watch Lisa Brenneman, Head of Behavioural Finance at TD Wealth & Laura Goodyear, Research Associate at BEAR, as they discuss the findings from TD Wealth's latest research that examines the behavioural and psychological factors that may impact a person's willingness to take financial and investment risk.
TD Wealth Behavioural Finance Industry Report, 2021

A Behavioural Perspective on Risk

Women and Behavioural Finance

Fellow Women: If you doubt yourself, stop! – You probably have a strong financial planning personality.
Retirement ready at any age

We’ve developed a checklist of retirement-ready habits that may help you prepare for the big day - whatever age or life stage you’re at.
How your personality might affect your investments

Find out how your investing personality may be driving some of your best and worst investing decisions.

How behavioural finance helped me understand my investing personality

Did you know that there are unconscious factors driving almost every financial decision you make? It's true.
Holiday spending: How (not) to blow the budget

Every year it gets said: Let’s stick to a budget this holiday season. And every year the budget gets blown. Here are some ways to make this year feel special without overspending.
Return of the overspender

The holidays are a time for family and joy, but they’re also a time when many Canadians tend to rack up credit card bills. Here are some tips to help you enjoy the holidays without blowing the budget.
Your brain on real estate

Buying a home is one of the most emotional purchases you'll make in a lifetime. Here are some ways to make more informed financial decisions and bid on a home — or take a pass — with confidence...

Keep Calm and Invest On: Psychology of Losses

Kim Parlee and Dilip Soman discuss the psychology of losses and how a financial plan could save your bottom line.
A Winning Personality

Dilip Soman shares his insight on the specific personality types and how that may impact financial outcomes.
Discover Your Blind Spots: Behavioural Finance & Your Investments

Dilip Soman, one of Canada’s leading thinkers in behavioural economics discusses investing blind spots.

Discover Your Investing Blind Spots

People can learn to be better with money when they understand how their actions may be sabotaging their investing decisions.
A Behavioural Perspective on Risk Infographic

Key findings from TD Wealth Behavioural Finance Industry Insights 2021.
The Risks We Take

Who we are and how we behave can have a big impact on the financial and investing risks we take. Consider these findings the next time you talk to your advisor.

Common financial blind spots

Even the savviest investors have financial blind spots. When you work with a TD Wealth professional, you'll learn what yours are. They'll share strategies to help you avoid making decisions that can negatively impact your investments.

These are some common blind spots.

Loss Aversion

We feel the emotional impact of a loss twice as much when compared to the pleasure of experiencing a gain.
Short-term Focus

We give our short-term goals more priority than our long-term ones.
Overconfidence

We tend to overestimate our own investing abilities.

Contact an advisor for a full assessment

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TD Wealth Behavioural Finance

More about the Wealth Personality™ assessment

Benefits of knowing your Wealth Personality™ profile

Become more resilient

Achieve your goals confidently

Master your money decisions

Get tailored advice

Common financial blind spots

Loss Aversion

Short-term Focus

Overconfidence

Contact an advisor for a full assessment

Call us

Find an advisor online

Have us call you