MarketPsych Investor Personality Assessment Platform FAQ

Do I need to be an A4A member to subscribe to the MarketPsych Investor Personality Assessment Platform?

No. You do not need to pay for A4A’s $10 a month membership fee to subscribe to the Behavioral Finance Assessment Platform. But you do need to register for an account in our store to buy ort try the platform.

How do I subscribe to the MarketPsych Investor Personality Assessment Platform?

Subscribe here for $100 per quarter.

What is the science driving the MarketPsych Investor Assessment Platform?

The MarketPsych Inc (MPI) Investor Assessment is a valid proxy for testing investors for the five personality traits defined in the NEO inventory. MPI’s investor assessment reduces the original 300-question NEO personality test to 40-questions. With more than 30,000 respondents. MarketPsych has correlated the personality data with the respondents reported investing behaviors. The result is a clear set of investing behaviors, thoughts, and emotions associated with certain personality traits that can be identified.

What practical benefits will I get from the assessment platform?

Gaining insight into an investor’s personality and how it affects decision-making improves the chance of success for your clients. Not only do you gain a better understanding or a client’s motivation for investing, but they usually gain a better understanding of themselves. Results should not be used as the sole basis to make important financial decisions. However, the investor personality assessment adds value in managing asset allocation and risk tolerance. It is a tool for deepening trust and collaboration between a client and professional.

Why use animal avatars to represent the eight different investor-personality types?

As in nature, the key to surviving and thriving in investing is to develop an adaptive approach that leverages natural strengths and minimizes vulnerabilities. The animal avatars represent the eight investor-personality types for several reasons:

  • Each animal represents a remarkable success story with its own unique traits and approach.
  • The avatars are easy to remember visual shortcuts for classifying investor personalities.
  • Enables alerts about investor personalities most vulnerable in current financial economic conditions.

Who is MarketPsych Inc. (MPI)?

MPI was founded in 2011 by Frank Murtha, Ph.D. and Dr. Richard Peterson.

·         Dr. Murtha holds a doctorate in Counseling Psychology from the University at Buffalo and has taught at numerous colleges and universities, including The City University of New York and New York University. While obtaining his Ph.D., he carved out a niche as an expert on the psychology of gambling. His groundbreaking dissertation was the first to explore the effect of cognitive errors in gambling behavior. Dr. Murtha currently consults to institutional investors on macro- and micro-behavioral economics. In June 2021, he founded the Financial Counseling Institute to charter financial professionals as Certified Financial Counselors.

·         Dr. Peterson is Managing Director at MarketPsych and a behavioral finance expert, investment adviser, psychiatrist, and consultant to the financial industry with clients such as Goldman Sachs, Morgan Stanley Smith Barney, and Merrill Lynch Global Wealth. Dr. Peterson holds a Doctor of Medicine degree (M.D.) and undergraduate degrees in Electrical Engineering and Arts from the University of Texas, all with honors. He is Board Certified in Psychiatry. An associate editor of the Journal of Behavioral Finance, Dr. Peterson’s research is widely published in academic journals and he has presented to scholars at Stanford, Berkeley, and MIT. Dr. Peterson has developed many micro-and macro-financial psychology profiling tools.

Is my clients’ data private and safe?

MPI’s assessment platform is hosted on the same servers as MarketPsych Data, which serves real-time hedge fund and bank clients in 25 countries and is integrated into Refinitiv, formerly Thomson Reuters.  MPI does not sell, distribute, or monetize your data. Please see MPI’s Privacy Policy  and the (California CCPA addendum here).

Can MarketPsych Inc. (MPI) guarantee uptime?

MPI’s assessment platform is hosted on the same servers as MarketPsych Data, which serves real-time hedge fund and bank clients in 25 countries and is integrated into Refinitiv, formerly Thomson Reuters.   

What is the relationship between MarketPsych Inc. (MPI) and Advisors4Advisors?

Advisors4Advisors distributes MPI’s Investor Assessment Platform to independent financial advisors. The two companies are independent. Their common interest in implementing behavioral economics motivates the business collaboration.

If I have questions or want a demo, who do I contact?

Please chat us about MPI’s investor personality assessment platform for professionals.

Does MPI have other resources for financial advisors?

In addition to the MPI Resources library included in your subscription, MPI cofounders Frank Murtha, Ph.D., and Richard Peterson, M.D., have co-authored books about behavioral finance, including “Your Investor Blind Spots,” Wiley Global Finance Executive Select Book 189, Kindle Edition; and “MarketPsych: How to Manage Fear and Build Your Investor Identity,” 1st Edition, Kindle

How do I get tech support?

Please chat us

Does MPI send emails or contact my clients directly?

No, only the test report. MPI would only contact a client if required by law to report or provide information about a data breach.

Does MPI sell my contact details, send me postal mail, or call me?

No, never. MPI would only share your contact data if required by law (e.g., in the extremely unlikely event we need to report a data breach).

How can I get more details about the tests and results?

Feel free to reach out to us at This email address is being protected from spambots. You need JavaScript enabled to view it..

What if I or my clients don’t agree with the results?

MPI’s assessment is a starting point for discussion. The results are not intended to replace professional financial advice but rather to provide a relationship-building exercise, a comparative perspective for knowing your clients. It documents your work to understand a client. In no way does a profile reflect upon an individual’s character, for better or worse. There are highly successful investors of every personality type. 

What other products does MPI offer?

MPI offers sentiment data and investment research tools built to use its data, and asset management products (managed accounts). The sentiment data is sold through Thomson Reuters (now Refinitiv). The asset management products are long-only and market-neutral impact investment managed accounts MPI operates. We will not contact your clients or solicit them regarding any of our products.  

Is Frank Murtha available to speak at client events or conferences?

Frank Murtha, Ph.D., consults on financial psychology to institutions, and he is a highly rated speaker and expert on macro- and micro-behavioral economics.