Welcome to this episode of The Efficient Advisor, where Libby Greiwe sits down with Dr. Joshua Wilson, PhD, CMT, to explore the power of behavioral finance before a client even becomes a client. While many advisors think about behavioral finance as something that happens after onboarding, Joshua takes us deeper—into the psychology, neuromarketing, and “pre-suasion” that sets the stage for meaningful connections from the very first impression. 🚀

In this episode, you’ll learn:

Why 95% of client decisions are emotional and subconscious—and what that means for your marketing.
How to shift from persuasion to pre-suasion and create trust before the first meeting.
The difference between blending in and standing out by highlighting your unique personal DNA.
Why copying others’ tactics leads to sameness, and how discovery and inner work help you truly differentiate.
How to design client experiences that build trust and reduce doubt in the critical first 100 days.

At its core, this episode is about helping advisors move from grinding to growing by using the right tools—understanding the psychology of decision-making, embracing authenticity, and creating marketing that truly resonates. 🌟

Whether you’re struggling to convert prospects, refine your client experience, or stand out in a crowded field, Dr. Wilson’s insights will give you a fresh perspective on what really moves clients to choose you.

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Dr. Joshua I. Wilson, Ph.D., C.M.T. is the founder of NeuBeFi, where he helps advisory firms and WealthTechs grow through neuro-behavioral strategy—applying behavioral finance and neuroscience to transform how firms communicate, differentiate, and attract ideal clients.

NeuBeFi’s flagship program, the Magnetic Marketability Amplifier™, guides firms through a complete process to discover their emotional signal, codify their story, and turn market invisibility into magnetic growth. Joshua also provides coaching and advisory services for leadership teams and is a sought-after speaker on behavioral finance, brand differentiation, and advisor growth.

Learn more about the Group Coaching & Mastermind HERE!

Check out The First 100 Days Course: The Advisor's Blueprint for a Remarkable Client Experience HERE!

Learn more about Asset-Map financial planning software HERE!

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314: The Psychology of a Prospect and What to Do Better with Dr. Joshua Wilson, PhD, CMT

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