Build Better Client Relationships with BeFi

64% of individuals who work with a financial advisor don’t enjoy "having someone to talk to about money."¹

Today’s investors expect more than a transaction; they want a relationship. Orion Behavioral Finance encompasses evidence-backed education, tools, and technology developed by our Chief Behavioral Officer, Dr. Daniel Crosby and his team, designed for you to better understand your clients, build a better relationship with them, and ultimately grow your business.

Orion BeFi Tools

The Future of Finance is Behavioral

Unite financial know-how and psychological principles to provide client support.


Introduce investors to their money persona and use those insights to launch deeper conversations.

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3D Risk Profile

Understand your client’s risk tolerance on three dimensions so you can create more personalized recommendations.

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Protect, Live, Dream

Build a goals-based investing strategy to help clients stay the course.

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Our newest BeFi tool to match investor behavior with their goals.

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Dr. Daniel Crosby

Meet Orion’s Chief Behavioral Officer, Daniel Crosby, Ph.D.

Dr. Daniel Crosby is the Chief Behavioral Officer at Orion. In this role, he develops behavioral tools, training, and technology for financial advisors to allow for the practical application of behavioral science.

Dr. Crosby is a psychologist and behavioral finance expert who helps organizations understand the intersection of mind and markets. His first book, Personal Benchmark: Integrating Behavioral Finance and Investment Management, was a New York Times bestseller. 

His second book, The Laws of Wealth, was named the best investment book of 2017 by the Axiom Business Book Awards and has been translated into 10 languages. His latest work, The Behavioral Investor, was Axiom's best investment book of 2019 and is a comprehensive look at the neurology, physiology and psychology of sound financial decision-making. 

When he's not decoding market psychology, Daniel is a father of 3, a fanatical follower of the St. Louis Cardinals, an explorer of the American South, and an amateur hot sauce chef.


Becoming Invaluable to Clients

Change the Client Conversation

Help Improve Outcomes Everyday


Of advisors using behavioral finance techniques added new clients twice as quickly as those who did not.²

3.3 times

More new assets RIAs leveraging behavioral finance tactics see when working with clients.³


Of advisors kept clients invested during periods of volatility by leveraging behavioral finance.⁴


Of advisors who incorporated behavioral finance techniques reported greater client trust, stronger relationships, and higher retention.⁴

Advisor Academy
Bolster Your BeFi Skills

Learn to Grow with Orion Advisor Academy

Grow your business and earn CE credit with free, on-demand practice management and behavioral finance courses from Orion.

Standard Deviations Podcast
The Best in BeFi

The Standard Deviations Podcast

The Standard Deviations podcast looks at money, mind and meaning, all through a psychological lens. Each week, Orion’s Chief Behavioral Officer, psychologist and New York Times bestselling author Dr. Daniel Crosby interviews a fascinating new guest, experts in everything from finance to literature to wellness.

Each guest provides listeners with three concrete ways to apply what was learned that week, ensuring that weekly listening becomes part of a path to a richer life. Episodes are brief, research-based, and designed to fit perfectly within your commute time. Tune in for practical news that will help you make more, think more and be more.

Unlock Opportunity with
Behavioral Finance

The future of finance is behavioral. Improve communication, create harmony, and help your clients stay invested with our suite of BeFi-driven tools.

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Related Content

¹Source: The Secret Financial Lives of Americans,, 2023.
²Source: How Behavioral Finance Can Help Clients and Advisors, ThinkAdvisor, 2020.
³Source: Fostering success: 2023 Benchmarking Study insights, Schwab, 2023.
⁴Source: BeFi Week 2021, Investments & Wealth Institute, 2021.

Compliance Code: 2 1 9 8 Orion Advisor Solutions August 9, 2023