THE ACADEMY

YOU KNOW BEHAVIORAL FINANCE.
NOW LEARN TO APPLY IT.

Turn behavioral insights into confident client conversations, especially when emotions run high.

Every advisor understands the importance of investor behavior.
The challenge is applying those principles in real conversations, when fear, uncertainty, and headlines start driving decisions.

The Behavioral Advisor Academy bridges that gap.
Through concise lessons, real advisor-client scenarios, and practical tools, you will learn how to anticipate client reactions, respond more effectively, and reinforce trust during periods of uncertainty.

Jay Mooreland, MS, CFP
Creator of The Behavioral Advisor Academy

WATCH FIRST 7 LESSONS FREE

Enroll in full access

WHAT ADVISORS ARE SAYING

“Understanding what to say, and more importantly, how to say it was a great value. It increases my confidence when speaking with clients.”

Anthony W. / Ind. BD

“Great presentation of topics! Jay is easy to listen to and understand. He does a great job explaining and providing examples. Should have done this sooner.”

Gail F. / RIA

“Jay’s information is exactly what I needed to help clients navigate the ever-changing noise of the markets. Very helpful and useful information.”

Nathan W. / Ind. BD

BUILT BY AN ADVISOR,
FOR ADVISORS

Jay Mooreland, MS, CFP®, has been an advisor since 1999 – experiencing the tech bubble burst, Global Financial Crisis, and several other bear markets. Additionally, he has spent over 15 years studying, teaching, and creating tools to improve investor behavior.

He created The Behavioral Advisor Academy to help financial professionals turn behavioral insights into confident conversations that clients remember and value.

WHY IT MATTERS.
THE ADVISOR’S EDGE

DIFFERENTIATE YOURSELF

Advisors talk about behavioral finance. Few know how to use it in daily conversations. The Academy helps you stand out by turning research into real-world coaching strategies your clients immediately recognize as valuable.

PLAY OFFENSE,
NOT DEFENSE

Learn to anticipate emotional reactions before they happen, so you spend less time managing fear and uncertainty, and more time guiding clients toward confident, goal-aligned decisions that strengthen trust and long-term commitment.

STRENGTHEN CLIENT
CONVICTION

Use behavioral language and practical tools that help clients stay invested, remain rational, and stay focused on their long-term plan, no matter what the headlines, market swings, or emotional impulses might suggest in the moment.