Abstract: A neuroeconomics-based financial advisory service system is disclosed. The system has a database used to collect relevant neuroeconomics information such as detailed information about the customer including factors that describe the psychology of the customer. The information about the customer will be used to create a behaviour advisory plan for the customer. Detailed information about each financial service advisors is also collected to create a behaviour advisory profile for each financial services advisor. A recognize process is then used to recognize freeze moments when current decisions may need to be re-considered. A ‘reflect process’ may then be invoked. The reflect process creates a summary of the cognitive, emotional, and physical impacts on investment decision making. Finally, a ‘reframe process’ and ‘respond process’ may then be invoked.