From intuition to analytics: How investment decisions are changing

Market Insights
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The changing context of investment decisions

For decades, many investment decisions in institutions and family offices were led by experience, narrative and personal conviction. Senior managers relied on the cycles they had lived through, access to management teams and their own macro view.

Today, markets react faster, capital moves across regions with fewer frictions, and clients ask for clearer explanations of risk. At the same time, data availability and computing power have grown sharply.

The result is not the end of intuition, but a rebalancing. Conviction is still relevant, yet it is now expected to sit on top of transparent analysis and risk metrics, not on isolated judgment.

What an analytics-supported process looks like

The main change is the order of the steps, not the removal of people from the process.

Question and objective first

Decisions now start with explicit questions, such as: what risk does this position add, how does it affect liquidity, and what drawdown could it create under stress. The objective and constraints come before the trade idea, not after.

Data, models and risk views

Once the question is clear, data is brought in to answer it:

  • return and volatility histories across different regimes

  • factor models showing which risks truly drive the portfolio

  • scenario analysis based on past crises and forward-looking shocks

  • liquidity estimates for both normal and stressed conditions

These tools do not provide a single “correct” answer. They deliver ranges, scenarios and trade-offs: expected return versus potential loss, and behaviour under specific shocks.

Human judgment and governance

Portfolio managers and investment committees still decide whether the data is reliable, whether the scenario is realistic, and whether the risk fits the mandate. Intuition is used to challenge, adjust or reject model outputs, rather than to bypass them.

What remains human in an analytics-led world

Even the best analytics cannot define what is an acceptable loss for a specific pension fund, insurer or family. That choice is linked to objectives, liabilities and values.

Humans remain responsible for:

  • defining investment philosophy and time horizon

  • choosing which models, data sources and controls are acceptable

  • interpreting geopolitical events with no perfect historical parallel

  • integrating ethical, sustainability or reputational limits

Analytics improves consistency, but accountability stays with people. This is especially relevant for family offices, where legacy and governance across generations matter as much as performance.

How to prepare for the next decade

Institutions that want to keep pace with this transition can focus on a few priorities:

  1. Treat data and infrastructure as long-term investments, with clear ownership.

  2. Define the role and limits of each model, including review cycles.

  3. Ensure that portfolio, risk and technology teams share a single, consistent view of positions and exposures.

  4. Require that every strategy and major decision can be explained in simple terms.

In this setting, intuition does not disappear. It is placed inside a documented, repeatable and transparent process, which is easier to test under stress and easier to explain to boards, regulators and capital providers.

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