Behavioral Finance and Long-Term Care Planning
What You Need to Know
Limit choices.
Tell stories.
Offer mental shortchuts.
As a long-term care planning specialist, I’m always seeking ways to improve my client conversations.
That’s why I was intrigued when I heard about an approach based on using behavioral finance theories.
Many financial services professionals now use strategies based on the research when they are helping clients with retirement and 401(k) planning.
Behavioral Finance Basics
Behavioral finance examines the psychological and emotional factors that influence financial decision-making.
The researchers who work in that area combine psychology, economics and finance in an effort to understand how people make decisions about money.
The research definitely affects the insurance industry, because the decision to buy a policy is often influenced by a variety of behavioral biases.
The Users’ Manual
Steve Cain, national sales leader at LTCI Partners, has digested academic studies, books and years of conversations with behavioral finance researchers into seven tips for advisors who are talking to clients about long-term care planning.
T1. Keep the choices as simple as possible.
Simplify and limit the choices. This is based on a concept called “choice architecture.” Researchers found that, when people are presented with complex and infrequently offered benefits, they do nothing. We’re conditioned to buy things in a “good-better-best” format.
2. Focus on the possible gain versus the potential loss.
We’ve seen through the industry’s market penetration that fear and spewing statistics don’t change behavior. They don’t motivate people to take action.
Consider going the other route: Be positive. Focus on the gains vs. losses, or the potential cost of a long-term care event. Tell your prospect or client what they gain by planning with long-term care insurance. “If you secure long-term care insurance today…”
You are securing peace of mind.
You will be cared for on your terms.
You are locking in your health, your age and insurability.
You are gaining a tax-free funding strategy for care.
Today, the cost of care is $6,000 a month; and, when, you need it, the cost will likely have increased to $12,000 a month.
Today, you have a total of $250,000 of benefits. That could be worth over $500,000 when you need it.
3. Frame the conversation carefully.
Think about whether your client wants a conversation about caregiving or a conversation about asset protection.
Start with: “I’m sensitive to your time. What motivated you to have this conversation?”
Or:
“Before we get going, I’m curious. How did this come up? Was it because of a personal experience, or did your advisor tell you that you should look into this?”
4. Use stories, not statistics.
Statistics destroy empathy and create debate.
