Biagnostics®: Behavioral finance meets client experience

As the science of behavioral finance matures, the art of applying its principles remains complex. Biagnostics is designed to help you start creating the experience your clients want—and need—today.

What is Biagnostics?

Biagnostics is a framework advisors can use to incorporate behavioral finance into their practice. Our proprietary process is designed to create an emotionally and financially customized client experience by addressing behavioral biases and generational/life-stage challenges—the two main factors that add layers of complexity to client investing decisions.

Learn more about Omar Aguilar and his expertise in behavioral finance.

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Read insights from Omar >

Learn more about Omar Aguilar and his expertise in behavioral finance.

View bio >Read insights from Omar >

Learn more about Biagnostics

Biagnostics: the experience clients want and the results they need

The Biagnostics experience

With Biagnostics, advisors can use the principles of behavioral finance to build better client experiences. The Biagnostics framework merges two key areas for advisor success: the emotional experience clients want and the financial results they need to help achieve their long-term goals.

Why should advisors practice Biagnostics?

Cements client relationships

Establishes a framework for meaningful, ongoing conversations

Supports fiduciary responsibility

Illustrates going the extra mile to act in clients’ best interests

Improves outcome potential

Creates the potential for better investment results and greater emotional satisfaction

Adds tangible value

Demonstrates value that can never be automated

Put Biagnostics to workPut behavioral finance to work with Biagnostics

Our Biagnostics toolkit is designed to help advisors apply behavioral finance as a practical tool. The toolkit includes an advisor implementation guide and an investor workbook to use with clients.

Advisor guide

Biagnostics: Elevate the client experience with behavioral finance

  • Understand investing biases from both scientific and social perspectives
  • Determine how differences in generational experiences shape clients’ investing behaviors
  • Factor clients’ emotional, cognitive, and social biases into portfolio modeling and communication
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Investor guide

The Bias Freedom Workbook: Discover and manage the investing biases that hold investors back

  • Determine clients’ emotional and cognitive biases
  • Learn how generational experiences affect clients’ investing attitudes
  • Identify tactics for mitigating the impact of clients’ behavioral and generational biases
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Client action plan

Biagnostics Client Action Plan

  • Record client’s primary biases and strategies for managing them
  • Identify bias mitigation tactics and portfolio adjustments
  • Document next steps and plan for ongoing communication
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Learn how to apply Biagnostics

Our suite of educational presentations—available for main stage presentations, webinars, and workshops—can enhance advisors’ understanding of behavioral finance and provide them with actionable strategies to apply in their practice and with clients.


Advisor main stage/conference presentation

Topics include:

  • Identifying and mitigating client investing biases
  • Incorporating psychological and life stage needs in investing plans and communications
  • Designing client experiences that address psychological and financial needs
  • Using Biagnostics tools to foster meaningful ongoing client conversations and long-term loyalty


Advisor roundtable/workshop presentation

Topics include:

  • The new landscape for adding value
  • Understanding psychological and generational biases
  • The Biagnostics solution


Investor workshop presentation

Topics include:

  • Why humans have biases (and why they hurt)
  • Diagnosing client biases
  • Bias Freedom Workbook

For more information about our educational presentations, or to request a presenter or keynote speaker, please contact your Charles Schwab Investment Management representative.

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