One of the most common questions benefits advisors probably hear from clients is, “why should I invest in this new benefit?” And employers should be asking this question. After all, they’re investing a ton of time, money, and resources in introducing these new offerings to their employees.

There are two ways you can answer: You can tell your clients what they’ll gain if they invest or what they’ll lose if they don’t. While your instincts may nudge you to go with the former, psychology tells us otherwise. Why?

Thanks to a cognitive bias called loss aversion, most people prefer avoiding losses to acquiring equivalent gains. With this in mind, I’m going to use this article to help you prepare for conversations with clients about financial wellness benefits—and explain what they may lose by not investing in them.

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