We’ve all been guilty of pushing for another day financial decisions we need to take. It’s not that we are actually lazy slobs who’d rather get a beer than choose financial products on a Sunday afternoon; that’s there, of course, but our unwillingness to move on many things financial is also related to the complexity of the task. Research shows that when the task is complex or when there are too many choices, we freeze and mentally push the decision away to another day. Why do I say complex? Consider this: an average mass affluent household needs to own at least 10 financial products like deposits, different kinds of insurance cover, different loans, different tenure investment products, and retirement products, to name a few. Each of these is offered by several ‘universal’ brands. Each brand has many companies. Each company offers several products, and each product has many options. If each person was to read through the brochures of each product in the set, it may take many years to work. By then, of course, new categories, brands, companies, products and options would have arrived.