Financial advice offered to whole households or communities would have more of a lasting impact, new research suggests.
Annie Zhang, a corporate finance senior analyst at KPMG and Massey University PhD student, analysed a database of one bank and four KiwiSaver providers’ members to determine what drives investor behaviour.
Less than 20% of the investors surveyed had received financial advice.
Zhang’s report showed clearly that investors are heavily influenced by those they live and work with.
They were two-and-a-half times more likely to hold the same fund as others in their household as they are with any other person, and 1.4 times as likely to be invested in the same funds as their co-workers.
Investors were much more likely to change funds if someone in their household switched.
But while the “peer effect” of those they interacted with daily was the biggest driver of where they put their money, financial advice had an impact, the research showed.
The research found investors who had financial advice tended to hold 8.3% more equity, on average, in their accounts.
Zhang said they were less likely to be affected by those around them than people who had received no advice.
“People are affected by who they live with and where they work but if they receive investment advice they are less likely to listen to [other people]. If you receive financial advice, and have a plan, if someone else makes a change [to their KiwiSaver] you might contemplate what they’re doing but there’s less of a kneejerk reaction to follow suit.”
But she said it would be helpful to advisers to consider the impact of their clients’ communities, because the peer effect was such a strong driver of behaviour. “Advice as it is given at the moment serves its purpose and is a benefit to the individual receiving it but advisers should know people are more affected by the people the live with.”
She suggested financial advice could be given on a community or household basis, rather than one-on-one.
“The existing model works but there are new ways and opportunities that can be explored. There’s the analogy of ‘don’t feed a man, teach a man to fish’. You should teach the family or the community to fish so they can go fishing together.”