AthenaInvest partners with forward thinking advisory firms to excel by using behavioral finance to build better portfolios and relationship for highly selective clients.I pioneered the application of Behavioral Finance and big data analytics to investment management which I explain in my book, Behavioral Portfolio Management.I have spent over 30 years researching and developing a patented behavioral research process built on a deep academic foundation that proves my primary premise that “investors are not rational and markets aren’t efficient, and that “behavioral factors can be used to build better portfolios.”My research has proven that financial markets should be viewed and analyzed using a behavioral lens. My investment market philosophy is based on four guiding principles:1. Market prices are mainly driven by emotional crowds, not fundamentals.2. Investors are not rational; markets are not informationally efficient.3. Emotions are the most important determinant of long-horizon wealth.4. There are hundreds of behavioral price distortions (anomalies) that can be used for building superior portfolios.My research, using a big-data methodology, revealed how harnessing measurable and persistent behavioral price distortions can be used in the creation of better portfolios.