When it comes to helping clients invest we assess their goals and financial position along with other aspects.In the decision making process there may be a conflict between the client's goals and objectives and our recommendations.Further, we all have investment biases, whether we are active or passive, conservative or aggressive, etc..

How can we approach and manage these issues to ensure suitability for our clients? Should we fire a client if their values do not align with ours?Discuss the behavioural aspect and the educational aspect for you and your clients when it comes to investment allocation and portfolio construction.