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The Power of Intuition in Making Financial Decisions

September 20, 20234 min read

Financial decision-making can feel so overwhelming. All the data, analysis, and the "expert advice" is enough to feel like we will never know enough. We often underestimate the potency of an integral tool within our cognitive arsenal: our intuition.

Far from being an arbitrary influence, intuition serves as the subconscious understanding that draws from our experiences, knowledge, and instincts. So, let's explore intuition's fascinating power in making financial decisions.

Understanding Intuition

At its core, intuition is the ability to understand something instinctively without conscious reasoning. It's that gut feeling that propels you to make a decision even when you cannot logically explain why. While traditional financial theories, such as the efficient market hypothesis, advocate rational decision-making, and the reality of our financial behavior is much more nuanced.

Daniel Kahneman, a Nobel laureate in Economic Sciences, dissected human decision-making into two systems in his book, "Thinking, Fast and Slow":

System 1 operates automatically, quickly, with little or no effort and no sense of voluntary control — this is where intuition resides.

System 2, on the other hand, involves deliberate thinking and reasoning, and it is slower and requires more cognitive effort.

In the world of finance, both systems are at play. But how exactly does intuition influence our financial decisions?

Intuition and Financial Decisions

1. Speed and Efficiency: Intuition helps us make decisions quicker when time is of the essence, as often is the case in the financial world. Whether deciding to buy or sell stocks, opt for a financial investment, or even select a retirement plan, intuition can act as a reliable guide when time is critical.

2. Complexity Navigation: When dealing with multifaceted financial data and ambiguous market scenarios, our intuitive mind can help cut through the clutter and zero in on the relevant information. This can sometimes mean the difference between seizing an opportunity or missing it.

3. Risk Management: Intuition can also be pivotal in risk assessment. Sometimes, a nagging gut feeling may signal potential pitfalls even when all numbers appear favorable. This intuitive alert can help mitigate potential financial losses.

Evidence from Research

Several research studies lend credence to the relevance of intuition in financial decisions. A study published in the Journal of Behavioral Decision Making found that traders who trusted their gut feelings and had more confidence in their intuition achieved better financial returns. Similarly, a report in Psychological Science indicated that intuitive thinking can predict whether someone will make financially prudent decisions.

Balancing Intuition and Analysis

While the value of intuition is undeniable, financial decisions should be a balance between intuition and careful analysis. It's important to remember that intuition can be shaped by our past experiences and knowledge, and thus, it can be fallible and biased.

Here are some steps to strike the right balance:

1. Educate Yourself: The more informed you are about a subject, the more reliable your intuition becomes. Make it a point to continually learn and stay updated on financial matters.

2. Use Data: Leverage data and statistical analysis to corroborate your intuitive decisions. Intuition can guide you but should not replace rational and systematic investigation.

3. Experience and Practice: As with any skill, the power of intuition strengthens with practice. Make financial decisions, learn from the outcomes, and allow your intuitive mind to learn and adapt.

4. Emotion Management: Intuition can sometimes be clouded by emotions. Ensure that your financial decisions, while influenced by intuition, are not dictated by emotions like fear or greed.


Intuition can be a potent tool in the financial world, where the future feels uncertain and decisions must be made quickly. It allows us to navigate complexity, assess risk, and make efficient decisions.

The power of intuition in financial decision-making is not about ignoring logical analysis, but rather about enriching it. It's about recognizing the unconscious wisdom that we carry within us and leveraging it to make more informed and holistic financial decisions.

Remember, the financial journey is not a sprint but a marathon. And as you move forward, allow your intuition to guide you, your intellect to navigate, and your wisdom to balance between the two. In the confluence of intuition and analysis, lies the power to make financially sound and successful decisions.

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Gigi Bier

Gigi Bier is a mindset, business and wealth coach who supports creative entrepreneurs in building businesses that supports their life, following her methodology of 95% mindset work and 5% strategy. Gigi has supported dozens of entrepreneurs achieve financial freedom and live out their most successful life.

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