Investor Behavior Is the Biggest Drag on Portfolio Returns


Perhaps now more than ever, forecasting the short-term trajectory of the market has become an exercise in futility. Rapid technological developments, geopolitical disruptions, and black swan events like the pandemic have made it all but impossible to project where we are heading with any certainty.

Amid these upheavals, investors have understandably sought stability. This pursuit has led many to look every which way for explanations as to why their assets are underperforming—whether that’s current events, investment strategy, or the fees and funds tied to their advisors. But in most cases, the greatest drag on returns is closer to home than they might realize: it’s their own behavior.

Rash decisions made in response to market trends routinely exacerbate the very squeeze investors are trying to escape. Reactive short-term choices undermine long-term financial health more severely than if they’d done nothing at all. Morningstar’s annual “Mind the Gap” study makes this case compellingly: investors not only regularly underperform in the funds they own, but the more actively they traded, the worse their average dollar fared. The gap between fund returns and investor returns—often several percentage points annually—is not a product of poor manager skill but of behavior. The culprit is not the asset class, but the behavior that liquidity enables.

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Investors are drowning in information and starved for wisdom. With each headline heralding an imminent crash or a once-in-a-lifetime opportunity, there is a window to react emotionally and bring about the very outcome they were trying to avoid. This dynamic has intensified in recent years. With the S&P 500 delivering roughly 15% annualized returns over the last 15 years—well above its long-term historical average—fear of missing out has begun to feel more painful than fear of loss. When markets have been this rewarding for this long, performance-chasing feels rational rather than reckless. That makes tempering expectations all the more critical.

There is a pervasive tendency among investors to buy into a fund at the tail end of a hot streak, arriving just in time for it to go cold and regress to the mean. Advisors need to impress upon clients the difference between buying the record and being the record. Buying the record means purchasing a fund after its best days and hoping the streak continues. Being the record means staying invested through the inevitable cold streaks that even the best managers endure, tolerating periods of underperformance with the conviction that long-term discipline will ultimately bear out. If constructed thoughtfully, a portfolio should thrive in bull markets and withstand bear markets alike, providing financial security that holds relatively steady rather than collapsing in the crunch.

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It is also worth reframing how investors think about liquidity. The assumption that liquid investments are inherently safer because they offer an exit at any moment overlooks a critical variable: the judgment of the person holding them. When liquidity facilitates impulsive decisions, it becomes a liability. Consider the advisor who, during the 2008 crisis, had clients in hedge funds with redemption restrictions. Those clients demanded to be pulled out. They couldn’t be, and as a result, they were forced to endure the powerful rally that followed in 2009. What felt like a trap turned out to be a safeguard against their own worst instincts.

The pressure investors feel to chase performance often spills onto advisors. There is a widespread misconception that an advisor’s activity is directly proportional to the value they provide, leading many to engage in unnecessary trading to justify their fees. In truth, advisors justify their fees through knowledge and restraint. One of the most valuable things an advisor can do is prevent a client from moving assets at the worst possible time. The most important skill is often knowing when not to act.

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When advisors and investors maintain an active dialogue, impulsive decisions are far less likely. These conversations should take a long-term view of an investor’s financial goals and a manager’s performance across full market cycles. Think of evaluating a manager solely on returns as betting your entire net worth on a football team based only on their offensive output, with no information about the defense. Downside capture statistics, Sharpe and Sortino ratios, and rolling period consistency are the defensive metrics that complete the picture and determine whether a client can stay invested long enough to actually benefit.

Manager selection also presents an underappreciated opportunity for advisors willing to go against the crowd. Most gravitate toward managers on a hot streak, ignoring the likelihood that reversion to the mean is approaching. A manager with a strong long-term, multi-market-cycle track record who is currently underperforming represents exactly the kind of opportunity that disciplined, behavior-aware advisors should be seeking.

Ultimately, advisors are well-positioned to raise the standard of investment conduct by leading by example—setting appropriate performance expectations and equipping clients with the context needed for long-term market participation. This includes the uncomfortable truths: the S&P 500 experiences an average intra-year peak-to-trough decline of roughly 14%, meaning an investor who buys in spring and sells in autumn could finish significantly down even if the market ultimately closes up. Bear markets—defined as declines of at least 20%—occur on average every three and a half years. A long-term investor should expect to endure three or more declines of 30 to 50% over a decade, spending meaningful stretches simply getting back to even. Establishing these realities at the outset of a client relationship isn’t cynical; it’s integrity-based advice.

Advisors who reach out proactively, in boom periods and busts alike, will not only build more cooperative client relationships but also achieve better results. The way an advisor steers an investor through uncertainty is just as valuable, if not more so, than the returns they help generate.





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