Economists have known for generations that natural cognitive biases –
Now unleashed, the performance advantage that modern behavioral analytics offers is quickly creating a new imperative for the investment industry, according to Paul Fahey, head of Investment Data Science for Northern Trust and Clare Flynn Levy, founder and chief executive of Essentia Analytics, a leading company in behavioral analytics. We spoke with them about how institutional investors can tap the power of behavioral analysis to improve investment outcomes.
Northern Trust just took an equity stake in Essentia. What drove that decision?
Paul Fahey: It’s in line with our strategy of directly supporting the front office and portfolio managers. We want to enable them to continuously improve their process and enhance their ability to generate positive outcomes. Additionally, we saw the opportunity to provide asset owners with better tools to support their stakeholders and really work alongside their managers, to drive better returns – either through the initial due diligence phase with their managers or the ongoing oversight of them.
Clare Flynn Levy: From Essentia’s point of view, it’s a great fit as Northern Trust is already the custodian of a vast amount of asset managers’ data – and is in a prime position to leverage that data and serve those clients far beyond accounting and settlement. We’re excited to work with them to bring our services to a much larger audience.
In bringing behavioral analytics into the picture, what new capabilities does Essentia add to Northern Trust’s investment data science strategy?
Paul Fahey: Our Essentia partnership changes the game and the conversation for both asset managers and asset owners. Our asset manager clients are getting better access to more data, more quickly, that identifies where they are creating and destroying alpha. And, importantly, it tells them how to address that. It also helps in communication with their clients because they don’t need to rely on anecdotal evidence when queried about how they drove value for their investors. They can show evidence-driven decisions.
For asset owners, behavioral analytics allow them to have more intelligent conversations with their managers – and then, in turn, better internal conversations with their committees and stakeholders. They, too, no longer need to rely on anecdotal evidence as to why a manager outperformed or underperformed. This helps with manager selection, naturally, and allows allocators to make the case that they’re choosing managers that are delivering.
With this game-changing technology, the ultimate beneficiary is the capital owner, whether it’s the retail investor, or stakeholders for asset owners, endowments, foundations, public funds, corporate pensions, and so on.
Clare Flynn Levy: I’m a former fund manager and I started Essentia to solve a problem – which was a lack of visibility into exactly which types of decisions I was making well and those I was consistently getting wrong. Fund managers want to maximize their return on energy expended, but they haven’t had the means to do that efficiently, until now. Essentia can provide new visibility into what’s working and not working in their investment process. And we can help them make measurably better investment decisions, which has a huge knock-on effect to the business.
Since they started working with us, the average Essentia client has improved performance by 150 basis points per year of excess return. If you do that every year, that’s the difference between being in the middle of the pack and the top. Essentia enables Northern Trust to deliver that value-add to their clients.
Are technology advances allowing conversations about behavioral analytics that were impossible just a decade ago?
Clare Flynn Levy: Yes. Until recently, there weren’t behavioral analytics to speak of in the investment management industry. Institutional investors and managers only had performance attribution
It’s a bit like the analysis in professional sports before the Moneyball approach came along. There was some analysis with people trying to predict who was going to win
That’s what modern behavioral analytics is doing for investment management. It’s enabling managers to understand clearly which types of decisions they make well and which they make poorly. Their job is to make decisions just like a baseball player’s job is to hit a ball. But there are different pitches, different situations, and so forth. You need to know where’s your sweet spot and where do you swing and miss? Once you learn that, you can lean into it or improve it. And when you start measuring the impact, that is completely transformative.
Paul Fahey: The Moneyball analogy leads to a question: If we’re applying this level of technology and data science to sports, shouldn’t we apply it to the retirement outcomes for hundreds of millions of people? I think that’s our moral obligation, as an industry.
Are some managers uneasy about exposing where they miss the mark regularly?
Clare Flynn Levy: Interestingly, the managers we work with are open with their investors about what they’re learning. They’re armed with facts in ways they haven’t been before, generated by an independent third party who are experts in this field. They’re having more transparent, meaningful conversations with their asset owners than ever before. Everyone involved is a winner, and it’s consistent with the trend in transparency that is inevitable in this industry. The manager wants to have honest, transparent conversations with their investor, because this is a partnership and a trust relationship. Before behavioral analytics, they just haven’t been armed with information to do that in any consistent way.
Paul Fahey: I agree, the manager wants those conversations to be transparent, and the investor clearly wants a transparent view of the manager’s performance and what they’ve done. But beyond that, we’re at the point now where investors are beginning to have access to the same sophisticated data, so it’s an imperative. The manager should meet the investor where they are and have that conversation. The alternative is, they are a victim of the data and information that the investor already has in picking apart their performance. So there is a genuine interest from both parties to have that open dialogue.
Can you offer a specific example of how modern behavioral analytics has improved alpha?
Clare Flynn Levy: I have many examples. We recently published a case study on work we’re doing with a Dutch asset manager called
As we always do, we started by analyzing their entire trade history and looking at every decision they ever made that resulted in a trade. Then we go further; there are a lot of decisions that don’t result in a trade, and nobody’s capturing that data until they start working with Essentia. We combine all this information and look for patterns. Going back to the Moneyball analogy, we analyze every game you ever played and then we zoom in on every pitch, every hit, every play.
For this fund, three powerful patterns emerged. One was a strong loss aversion bias, which we see a lot. It’s a reluctance to exit positions as they’re falling, because, as human beings, we don’t want to take the loss. We created a weekly notification, called a
Paul Fahey: Identifying loss aversion is critical because investors don’t have a good grasp on where they’re tying up capital in losers. If they did, they would pull capital out earlier to preserve some of the alpha they’ve generated and redeploy it into more lucrative investments. But without that analysis, they just continue doing what they’ve always done.
Are there misconceptions that even sophisticated institutional investors have about behavioral analytics?
Clare Flynn Levy: Some investors may say, “I’m afraid that this analysis is going to mess with my process.” Most of us are programmed to embrace the status quo. Yet if you look around, you must change your process. The times have changed, tools have changed, your competition and the market have changed. Essentia can help you really get precise about making the right changes at the right times. But that doesn’t mean you throw away your philosophy; we help you find ways to improve your process and outperform
Paul Fahey: If behavioral analytics was a question of just grading everyone’s work with a red pen, that would probably not go far. But it’s highlighting where the challenges are, and then providing users with tools and asking, “Okay, how do we get that C- to an A+?”.
Clare Flynn Levy: And from a fund manager’s point of view, that is unprecedented. Everyone is constantly judging the managers, but this is about empowering them with new information to improve. That’s the difference.
At this point, where are we in the adoption of advanced behavioral analytics in the investment industry?
Clare Flynn Levy: It’s still among early adopters, but it’s growing quickly for all the reasons we’ve mentioned. A demographic shift is a big driver; the younger fund managers coming up have been using advanced data science for many years and behavioral analytics isn’t scary for them. It’s table stakes.
Paul Fahey: This is an important point. Digital natives not only want this analysis, they are demanding it. It’s table stakes for them, as Clare said. I think we’re going to see an acceleration in adoption of behavioral analytics in the next 12 to 24 months and, frankly,
Again, it bears repeating that this analysis is becoming an imperative. Ignoring it is just not an option. If you’re an investment manager, you’re going to face tough questions regarding behavioral analytics from the investor. If you’re an investor, you’ll need to answer tough questions from your stakeholders, investment committees, retirees and so on. So whatever side you’re on, you cannot avoid engaging with advanced behavioral analytics if you truly want to do right by your stakeholders. At some point soon, you’re either going to benefit from its use or fall victim to it.
© 2022 Northern Trust Corporation. Head Office: 50 South La Salle Street, Chicago, Illinois 60603 U.S.A. Incorporated with limited liability as an Illinois corporation under number 0014019. Products and services provided by subsidiaries of Northern Trust Corporation may vary in different markets and are offered in accordance with local regulation. This material is directed to professional clients only and is not intended for retail clients. For Asia-Pacific markets, it is directed to expert, institutional, professional and wholesale clients or investors only and should not be relied upon by retail clients or investors. For legal and regulatory information about our offices and legal entities, visit northerntrust.com/disclosures. The following information is provided to comply with local disclosure requirements: The Northern Trust Company, London Branch, Northern Trust Global Investments Limited, Northern Trust Securities LLP and Northern Trust Investor Services Limited, 50 Bank Street, London E14 5NT. Northern Trust Global Services SE, 10 rue du Château d’Eau, L-3364 Leudelange, Grand-Duché de Luxembourg, incorporated with limited liability in Luxembourg at the RCS under number B232281; Northern Trust Global Services SE UK Branch, 50 Bank Street, London E14 5NT; Northern Trust Global Services SE Sweden Bankfilial, Ingmar Bergmans gata 4, 1st Floor, 114 34 Stockholm, Sweden; Northern Trust Global Services SE Netherlands Branch, Viñoly 7th floor, Claude Debussylaan 18 A, 1082 MD Amsterdam; Northern Trust Global Services SE Abu Dhabi Branch, registration Number 000000519 licenced by ADGM under FSRA # 160018; Northern Trust Global Services SE Norway Branch, 3rd Floor, Haakon VII's Gate 6, 0161 Oslo, Norway; Northern Trust Global Services SE, Leudelange, Luxembourg, Zweigniederlassung Basel is a branch of Northern Trust Global Services SE (itself authorised by the ECB and subject to the prudential supervision of the ECB and the CSSF). The Branch has its registered office at Aeschenplatz 6, 4052, Basel, Switzerland, and is authorised and regulated by the Swiss Financial Market Supervisory Authority FINMA. The Northern Trust Company Saudi Arabia, PO Box 7508, Level 20, Kingdom Tower, Al Urubah Road, Olaya District, Riyadh, Kingdom of Saudi Arabia 11214-9597, a Saudi Joint Stock Company – Capital 52 million SAR. Regulated and Authorised by the Capital Market Authority License # 12163-26 CR 1010366439. Northern Trust (Guernsey) Limited (2651)/Northern Trust Fiduciary Services (Guernsey) Limited (29806)/Northern Trust International Fund Administration Services (Guernsey) Limited (15532) Registered Office: Trafalgar Court, Les Banques, St Peter Port, Guernsey GY1 3DA. Northern Trust International Fund Administration Services (Ireland) Limited (160579) / Northern Trust Fiduciary Services (Ireland) Limited (161386), Registered Office: Georges Court, 54-62 Townsend Street, Dublin 2, D02 R156, Ireland.