31 August 2021 | www.moneymarketing.co.za
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Study uncovers South African investment personality types
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my Jansen, Head of Behavioural Solutions at Nedgroup Investments, says the survey – one of the largest of its kind ever conducted in Africa – is part of a drive by the asset manager to foster better informed and more empowered investors in South Africa. “The investment industry has long used sophisticated techniques for building investment portfolios. Now, with this study, we have the opportunity to use the same level of sophistication to help investors make better decisions as they travel their investment journeys.”
In a behavioural study that surveyed over 3 000 South African investors and financial planners, Nedgroup Investments has identified six investment personality archetypes that could give investors and advisers brand new insight into how they can make better investment decisions.
She believes that by looking beyond demographics and delving into the psychological variables for individuals, it’s possible to create the best possible chance of ensuring that investors arrive at their investment goals. Jansen led the survey in partnership with specialist behavioural economists, Oxford Risk. “We chose Oxford Risk for this exercise due to their specialisation and experience in researching the key drivers of investment behaviour across the world,” she says. “The methodology they use is built on the same foundations as more general personality models like the ‘Big 5’ or ‘OCEAN’ models, which you may have heard of.” She believes that for people to have a successful investment journey, they have to
be comfortable enough on a personal level to firstly, invest in a certain portfolio and secondly, stay invested in it for the appropriate timeframe. “If there is one thing this study illustrated, it’s that there is no one approach that will achieve this. It’s time for the investment industry to do things differently.” The study assessed 12 personality traits* that have been known to affect investing behaviour across a variety of clients, and identified six main personality archetypes. The South African study revealed some very interesting differences between Nedgroup’s sample and the baseline studies that identified these traits: • South African investors in the local sample show a stronger link between low composure
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