Understanding behavioural finance

Learn how behavioural finance can help you make better investment decisions by understanding common biases. Discover key strategies to navigate the current market environment and avoid financial mistakes.

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We often like to think of ourselves as rational beings who make decisions logically, especially when it comes to our finances. However, the reality is that our emotions, beliefs, and biases frequently influence our investment choices, sometimes leading us to act against our own best interests. This is where behavioural finance comes in.

Behavioural finance is the study of how psychology impacts our financial decision-making. By understanding the common mental pitfalls that investors face, we can learn to avoid them and make more informed choices. This field examines both individual behaviour and market behaviour, offering insights into how psychological phenomena can drive large-scale market movements.

Against a backdrop of changing economic conditions, shifting interest rate expectations and ongoing geopolitical uncertainty, it's not unusual to feel nervous about investing. While market movements can be unsettling, understanding our emotions and biases can help us avoid decisions that may not be in our long-term interests. It's also important to remember that the value of investments can fall as well as rise, and you may get back less than you invest.

Key biases in behavioural finance

Confirmation bias: We tend to seek out information that confirms our beliefs and ignore anything that contradicts them. For example, an investor might only look for positive news about a company they like, ignoring any negative reports. This can lead to overconfidence and missed risks. In today's information-rich environment, this bias can make it easy to focus only on headlines or commentary that support an existing view, while overlooking information that suggests a different course of action.
Recency bias: Recent events can heavily influence our perception of the future. If an investor experienced losses during a market downturn, they might become overly cautious, even when the market has recovered. This can lead to missed opportunities. Similarly, after a period of strong market performance, investors may assume those returns will continue indefinitely, even though markets rarely move in a straight line.
Loss aversion: We fear losses more than we value gains. This can cause investors to hold onto poor-performing investments, hoping to recover their initial investment, instead of reallocating to better opportunities. At the same time, some investors may be tempted to sell after markets fall, locking in losses that may otherwise have recovered over time.
Familiarity bias: We prefer investments we know, like domestic companies or well-known brands. While this feels safer, it can lead to a lack of diversification and increased risk. A well-diversified portfolio can help spread risk across different regions, sectors and asset classes, although diversification does not guarantee positive returns or protect against losses.
Mental accounting: We categorise money into different groups and treat it differently. For example, someone might splurge on a luxury item with a tax refund, even if it doesn't fit their overall financial plan. This can lead to poor financial decisions, especially when market conditions are uncertain.
Framing: We often evaluate investments in isolation rather than as part of our overall portfolio. By considering the entire portfolio, we can better manage short-term losses and stay committed to our longer term objectives. Looking at your investments through the lens of your wider financial plan can help put temporary market fluctuations into perspective.

Overcoming financial irrationality

These biases are natural, but overreliance on them can be harmful. It's important to recognise when our psychological alarm bells are helpful and when they might be working against us.

Periods of market volatility are a normal part of investing. While no one can predict exactly how markets will perform, history shows that markets have experienced periods of decline and recovery over time. Keeping this broader perspective can help investors avoid reacting emotionally to short-term events.

Here are some investment tips to help you remain on track:

Avoid making rash decision: Acting in the moment could lock in any losses and impact any potential future gains. It's crucial to take a step back and assess the situation calmly. Rash decisions, driven by fear or panic, can lead to selling investments at a loss, which might have otherwise recovered over time.
Set your sights on the long term: Market falls can sometimes create opportunities as asset prices move lower. However, future performance cannot be guaranteed and the value of investments may continue to rise or fall. By focusing on long-term goals, you could avoid the pitfalls of short-term market fluctuations.
Stop looking at your account: We fear losses more than we like gains. You'll thank yourself later by not checking in constantly on the value of your investments. Frequent monitoring can lead to emotional reactions and impulsive decisions. Instead, set regular intervals to review your portfolio, allowing you to stay informed without becoming overly reactive.
Speak to an adviser: Consulting with a financial adviser could help you navigate the complexities of the market and avoid common mistakes. An adviser is able to provide a balanced perspective, helping you stay focused on your long-term strategy and making adjustments as needed based on professional insights.

Taking the next step

Understanding behavioural finance and recognising our biases is a crucial step towards making better financial decisions. However, navigating the complexities of the market can still be daunting, especially in today's unpredictable environment.

If you're concerned about market volatility, unsure whether your current investments remain appropriate, or simply want a second opinion, professional advice can help you make informed decisions based on your personal circumstances.

At Lloyds Wealth, our advisers can help you stay focused on your long-term goals and make financial decisions that support your wider plans for the future.

Important information

This article is for information purposes only. It is not intended as investment advice.

Fees, charges and eligibility criteria apply.

Any views expressed are our in-house views as at the time of publishing. This content may not be used, copied, quoted, circulated or otherwise disclosed (in whole or part) without our prior written consent.

Last Updated on 13th August 2026

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Key biases in behavioural finance

Confirmation bias: We tend to seek out information that confirms our beliefs and ignore anything that contradicts them. For example, an investor might only look for positive news about a company they like, ignoring any negative reports. This can lead to overconfidence and missed risks. In today's information-rich environment, this bias can make it easy to focus only on headlines or commentary that support an existing view, while overlooking information that suggests a different course of action.
Recency bias: Recent events can heavily influence our perception of the future. If an investor experienced losses during a market downturn, they might become overly cautious, even when the market has recovered. This can lead to missed opportunities. Similarly, after a period of strong market performance, investors may assume those returns will continue indefinitely, even though markets rarely move in a straight line.
Loss aversion: We fear losses more than we value gains. This can cause investors to hold onto poor-performing investments, hoping to recover their initial investment, instead of reallocating to better opportunities. At the same time, some investors may be tempted to sell after markets fall, locking in losses that may otherwise have recovered over time.
Familiarity bias: We prefer investments we know, like domestic companies or well-known brands. While this feels safer, it can lead to a lack of diversification and increased risk. A well-diversified portfolio can help spread risk across different regions, sectors and asset classes, although diversification does not guarantee positive returns or protect against losses.
Mental accounting: We categorise money into different groups and treat it differently. For example, someone might splurge on a luxury item with a tax refund, even if it doesn't fit their overall financial plan. This can lead to poor financial decisions, especially when market conditions are uncertain.
Framing: We often evaluate investments in isolation rather than as part of our overall portfolio. By considering the entire portfolio, we can better manage short-term losses and stay committed to our longer term objectives. Looking at your investments through the lens of your wider financial plan can help put temporary market fluctuations into perspective.

Understanding behavioural finance

Key biases in behavioural finance

Overcoming financial irrationality

Taking the next step

Important information

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