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These are the core principles that define Oxford Risk's approach to suitability. These principles are united by applying academic insights to improve investor outcomes. They are about behavioural finance in real life.

Sustainable and would-be-sustainable investors are distinguished by attitudes far more than by demographics, and points to six 'social investment profiles' that indicate characteristics of different representative groups of the investing population.

The lowered valuations of assets is not important, only the value when you need to withdraw years in the future. You're much better to sit tight and wait, rather than to exit when markets are down.

Risk appetite questionnaires need not be (indeed, should not be) elaborate. Over-engineered and superficially sophisticated 'revealed preference' approaches result in exactly the same problem for investors as Kids do for investments:

Profiling outputs should not be set to match the 7-point scale used in KIIDs. There is little point to profiling investors with more granularity than you can provide solutions for;