Classical finance asks us to believe the investment journey does not matter. That is a mistake. Ignoring strong intuitions of the investors who have to endure the journey is always a mistake.When we lack comfort with our portfolio, we will act in costly ways to acquire it. And not all of those ways are created equal.Behavioural profiling allows us to predict in which ways we’re likely to make poor decisions, and helps us to avoid them. It helps us to acquire the emotional comfort we need in a cheap, planned, and efficient way.