Paul heads up behavioural finance for Momentum Investments. He established an applied behavioural finance capability after experiencing both client and adviser investment behaviour for 20 years with various South African insurers and Barclays Bank in London. Paul began his career in neuromarketing and “atmospherics” establishing links between the olfactory sense (smell) and behaviour and returned to behavioural sciences in a finance context with Absa / Barclays and Momentum. Paul holds an MBA (with distinction) from Edinburgh Business School and recently completed a Master’s degree (with distinction) where he researched ‘risk behaviour’ at Stellenbosch University using machine learning. This paper was published in the international Journal of Behavioural and Experimental Finance. Paul is a soon-to-be published author on financial psychology and is a registered member of the Swiss-based Global Association of Applied Behavioural Scientists (GAABS) where he co-leads the Middle East and Africa regions.