This link has a little IT flavour, but only at the outset - if you can get past that, then there is some good information available. It's all about how to use the cognitive bias your customers have to help build more engaging propositions. At first I thought there was no lesson for financial services delivered by advisers because the examples were all smartphone apps, but that's actually just a language issue. One example, to get you interested:
People remember how you made them feel. How they feel about an experience is usually determined by how they feel at the end of it - so try to make the end of the experience a 'peak'. I actually said to myself, but it's hard to make a peak at the end of the experience of buying insurance. I'm wrong of course, but it took me a minute or two to get there. The example given was at the end of grocery shopping in a smartphone app: "you have saved $xx." That's so simple. Translated into insurance you could highlight the total of the financial protection the clients bought, or what they saved, or something I haven't thought of yet. But it is there.
Review the article at: Link. Hat tip: George Moore.