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Philip Courtenay on behavioural and emotional finance - MAF252
Episode 25213th August 2020 • Marketing and Finance (MAF) Podcast • Roger Edwards interviews great people from Marketing and the world of Finance
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Philip Courtenay on behavioural and emotional finance - MAF252

My guest this week is Philip Courtenay, the founder of Applied Emotional Finance.

We chat about behavioural and emotional factors and how they affect financial advice.

Welcome to episode 252 of the Marketing and Finance Podcast.

We chat about:

  • Moving from a career in marketing strategy to starting a consultancy around behavioural and emotional finance
  • Financial coaching, lifestyle planning and traditional financial advice.
  • Rational and irrational, subconscious and emotional decisions, and what drives them
  • Going beyond the regulatory prescription for financial advice and deeply understanding client needs.
  • Why financial advice is all about change and why advisers are change agents
  • Overcoming the perception that this science is all about nudging and manipulation

Who is Philip Courtenay?

Philip has held senior marketing and strategy roles within the wealth management industry, as well as acting as a consultant and trainer. 

He runs Applied Emotional Finance where he combines the latest academic thinking and industry expertise to help financial services firms understand investor behaviour and put this knowledge into practice through adviser training and strategic consultancy. 

Links and Show Notes.

For links to the books and apps mentioned, please visit for the show notes.

What is the Marketing and Finance (MAF) Podcast?

The podcast for ideas and inspiration on marketing your business and growing your business, and for discussing topics on all things finance.

I’m Roger Edwards, a marketing guy and keynote speaker from Edinburgh. Talk to me if you want to cut the BS and complexity from your marketing strategy.

The MAF Podcast is a 30-minute radio show you download from, iTunes or Spotify.

Each week you'll hear interviews with business experts, marketers, entrepreneurs and journalists. Interviews to listen to in the car, on the train or on the treadmill. Or even in the bath!

We talk about:

  • How you can grow your business using content marketing and social media
  • How you can keep your Marketing strategy and communications simple
  • Topics, issues, products and business models from the world of finance

You’ll take away one or two big ideas that you can apply to your business. So, you can keep marketing your business to keep growing your business.

Please subscribe to the Podcast on iTunes and I’d be grateful if you would leave a review.

Fancy Appearing on the Show?

Would you be interested in appearing on the MAF Podcast? Have you an exciting marketing or finance story to tell? Do you fancy drawing out some inspirational ideas that MAF listeners can take away to use in their own businesses? Do please contact me if you want to get involved.