How is a client's Persona and Cash Deployment Intervention determined?

Understanding an investor's financial personality lets you tailor advice, communication and service to what motivates and reassures them. This is shown on the client's Persona & interventions page, found under the Personalisation section of the client menu.

Your persona

The pattern of a client's financial personality results is matched to one of ten investor personas — for example, "Independent Strategist." The description shown is the closest match rather than an exact one, so an individual client's results may vary slightly from their persona's typical profile.

Press 'View financial personality results' to expand a full breakdown of the underlying traits, shown as sliders comparing the client's own result against the typical result for their persona.

The persona traits accordion may show additional traits beyond those on the Financial Personality page. These feed the persona-matching specifically and are separate from the core Risk Tolerance, Composure, Confidence, Impulsivity and Familiarity Preferences traits.

Cash deployment intervention

Below the persona, you'll see a suggested course of action or message for clients who are hesitant to invest surplus cash savings — for example, an "Action Bias" nudge for clients who feel more in control once they've taken some action, even before a full decision is made.

Where an analysis isn't yet available for a client, you'll see a placeholder explaining that, rather than an empty page.

How these are developed

Both the persona matching and the intervention suggestions draw on Oxford Risk's proprietary database of behavioural nudges, developed using:

- Extensive expertise in applied behavioural finance
- Academic literature on financial decision-making and nudging
- Feedback from the tool about what recommendations were helpful for different types of client

Each persona and intervention is mapped to the client's financial personality scales, so the results shown are tailored to their individual profile. The underlying database is under constant refinement — new decision-practice research is reviewed regularly, and personality-to-prescription mappings are updated as needed.

(Note: Attitudes Towards Retirement and Sustainable Investing now also sit in the Personalisation section of the client menu, alongside Persona and interventions — see their own dedicated articles for details.)