Finology is where investing meets investors^TM. Finology is the interesting and unique mix of behavioural finance (“FIN”) and investor psychology (“OLOGY”) as it relates to giving investment advice to individual investors. Both behavioural finance and investor psychology are necessary – but neither is on its own sufficient – to ensure quality advice. Together, they are the “whole that is greater than the sum of its parts”. The finology discipline complements the continuous development of your investment philosophy by focusing on identifying investing biases, beliefs and behaviours and the investment outcomes. Finology is t...