As financial advice becomes more mediated by technology, building trust with clients is more important than ever. One way of doing that, columnist Sam Sivarajan writes, is to understand how clients make decisions, regardless of whether those decisions are rational, emotional or instinctual. Here’s his article on how the “five brains” relate to financial advice. Over at our client portal, Advisor to Client, we have another behavioural column that clients might want to read about why less is more when it comes to investment decisions.