From risk suitability to emotional engagement: the Oxford Risk approach

intelliflo interacts, episode 3

Dr Greg Davies, Head of Behavioural Finance, Oxford Risk, and Rion Barker, Strategic Alliances, intelliflo

In this episode, we’re joined by Dr Greg Davies from Oxford Risk to explore how behavioural science is transforming financial advice, especially in retirement planning. From measuring financial personality across 20 dimensions to delivering hyper-personalised client engagement, learn how Oxford Risk’s tools help advisers navigate both the financial and emotional complexities their clients face.

Whether you’re an adviser using intelliflo office or simply curious about the future of behavioural finance, this vodcast offers practical insights and innovative solutions that can elevate your client conversations.

Oxford Risk’s behavioural approach to investor suitability

intelliflo interacts – ep 3, part 1

In this part of the conversation, Greg dives deeper into one of Oxford Risk’s most distinctive capabilities: understanding and measuring financial personality. While many tools in the market focus narrowly on risk tolerance, Oxford Risk takes a broader, more nuanced approach, drawing on decades of behavioural science to assess nearly 20 dimensions of financial personality. Greg explains how this insight not only enhances risk profiling but also plays a critical role in helping advisors support clients through emotionally complex decisions, especially around retirement.

Solving the retirement puzzle

intelliflo interacts – ep 3, part 2

In the second part of the vodcast, the conversation shifts to the practical application of Oxford Risk’s tools, particularly in the context of retirement planning. Greg explains how their technology builds on existing suitability data to deliver richer, more personalised outputs without adding complexity for advisors or clients. He also highlights the psychological barriers many clients face in retirement, such as spending reluctance and decision paralysis, and how understanding financial personality can help advisors guide clients through these emotionally charged decisions with greater confidence and clarity.

This interview was filmed at our annual customer conference intelliflo innovate 2025 on 10th June. To learn more Oxford Risk, please visit their website.