An essential framework for asset management using behavioral finance offers a comprehensive concept tailored to the unique needs of each client. By merging behavioral finance with private banking, this framework helps you gain a better understanding of your clients' desires, needs, and perspectives to optimize the decision-making process. Starting with the theoretical foundations of investment decisions and behavioral biases, the discussion addresses cultural differences in global business and asset allocation throughout the investment lifecycle, assisting you in developing an asset management strategy that aligns with each individual's needs. This new second edition has been updated to also cover fintech and neurofinance, an extension of behavioral finance that is becoming increasingly important in the field of private banking.