Behavioral Investing

    Financial experts have developed and practice modern financial theory, which at it's core, assumes that all investors are profit seeking and rational.  The reality is that most investors are not completely emotionless and are prone to make a series of behavioral mistakes which include:

• Holding too much cash for too long
• Lacking sufficient diversification of investments
• Trading too frequently 
• Investing in familiar or attention-grabbing assets
• Reluctancy to realize investment losses even if tax advantageous

Given the behavioral investment mistakes that investors are prone to make, it is our goal at PFA to combat those biases through consistent education and long term focus.  We believe in investing with a purpose.  We structure investments matching time horizons to those investment instruments that historically have produced the desired returns over comparable time periods.