Why Emotions Matter More Than Spreadsheets
Back in 2018, we noticed something odd. Most people made financial decisions based on how they felt that morning, not what their portfolio actually needed. So we built Pephron around a simple idea: understand the emotion first, then guide the decision. Because fear at 3am shouldn't dictate your retirement plan.
How We Got Here
The Beginning
Started with twelve clients who were tired of being told their anxiety about markets was "irrational." We disagreed. Built our first emotional assessment tool in a Dublin coffee shop.
The Shift
Pandemic changed everything. Watched people make panicked moves, then regret them. We developed our decision delay protocol—simple breathing room between impulse and action.
Today
Working with folks across Ireland who want honest conversations about money. No jargon, no pressure. Just practical support when markets get messy and emotions run high.
The People Behind Pephron
We're not typical financial advisors. Probably because we've all made emotional money mistakes ourselves. That tends to make you more understanding when clients do the same thing.
Oskar Lindqvist
Behavioural Finance Lead
Former trader who lost sleep over market swings. Now helps others avoid that particular brand of 4am panic. Has a philosophy degree he actually uses.
Dimitri Vasiliou
Client Strategy Director
Spent years in traditional finance before realizing nobody was asking why clients made certain choices. Asks that question now. Background in psychology makes conversations more interesting.
What Makes Us Different
Four principles we actually follow. Not marketing fluff—these guide every conversation we have.
Listen Before Advising
You know when you're worried about something, and someone immediately starts problem-solving? Annoying, right? We sit with your concern first. Understanding comes before recommendations.
Plain Language Only
Financial services love complicated words. We don't. If we catch ourselves using jargon, we stop and say it again in normal English. Your mum should understand our explanations.
Acknowledge Uncertainty
Anyone promising guaranteed returns is lying. Markets are messy. We'll tell you what we think might happen and why, but we're comfortable saying "we don't know" when that's honest.
No Judgment Zone
Sold everything during a crash? Held on too long? Made decisions based on a headline? We've all been there. Our job is helping you move forward, not making you feel foolish about the past.
