The article discusses theoretical approaches to the application of behavioral finance in investment portfolio
management. The purpose of the work is to analyze the concepts and methods proposed within the framework of
behavioral finance to improve investment portfolio management. The main cognitive biases of investors and their
impact on portfolio formation are analyzed. Theoretical strategies for overcoming behavioral errors in asset
selection and capital allocation are considered. The conceptual foundations of the role of financial consultants in
the application of the principles of behavioral finance in portfolio management have been studied. The importance
of taking behavioral factors into account in theoretical models for the development of investment products and
services focused on the optimization of portfolio investments is substantiated.
