Kaplan University School of Professional and Continuing Education Kaplan University School of Professional and Continuing Education

Behavioral Financial Advice

Behavioral Financial Advice

Beyond the Basics of Financial Planning

The Behavioral Financial Advice program developed by Kaplan and think2perform® is designed to train, develop, and improve the moral and emotional competencies necessary to help you, as well as your clients, make better decisions throughout the financial planning process.

Graduates of the Behavioral Financial Advice program will be eligible to sit for the BFA certification exam. Upon passing the exam, students will become a Behavioral Financial Advisor™ and can use the designation.

The Behavioral Financial Advice program will not only give you the ability to better balance your cilents' emotions, but the training will set you apart as an advisor and keep you compliant with ever-changing industry guidelines.

Our 2-course online program delivers results: 

  • 97% of advisors report the program increased their production
  • 73.1% of advisors saw an increase in client acquisition


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Behavioral Financial Advice is ideal for financial services professionals/individuals who are looking to better understand financial decision-making behavior and how they can prepare for it. It can benefit:

  • Financial advisors and planners
  • Investment advisors and planners
  • Advisors who work directly with clients
  • Individuals seeking to understand their own and others' decision-making behavior


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Complete both courses and pass a final exam to earn your certification. 

  • Receive rights to the Behavioral Financial Advisor™ marks
  • Put your coursework into practice right away


  • Offer the BFA program to your associates
  • Receive hassle-free implementation and administration
  • Get more information »

Get CE Credit

  • Students qualify for up to 20 credits (10 per course) toward renewing the below designations:
    • CFP® certification
    • Chartered Financial Consultant (ChFC®)
    • American College Professional Recertification Program: CLU®, CLF®, RHU®, REBC®, CAP®, CASL®
  • Students can qualify for up to 8 credits (4 per course) toward renewing the following Institute of Management Consultants (IMCA®) designations:
    • CIMA®
    • CIMC®
    • CPWA®

The Behavioral Financial Advice program will build your expertise in financial advice as you work through the following course topics: 

  • Behavioral Financial Advice and You
    • Stress Management, the Mind, and the Brain
    • The Alignment Model 
    • The 4 Rs
  • Behavioral Financial Advice and Your Clients
    • Using the Alignment Model
    • Teaching the Smart Money Philosophy
    • Applying to Your Practice
    • Competency Development Using the 4Rs
    • The Six Behavioral Competencies