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How Familiarity Bias exposes your portfolio to avoidable risk

Familiarity bias - to confuse familiar with safe. Thinking it is safer to invest in a particularasset class/ sector that one is familiar with and therefore one understands the risk better there.The illusion of safety gives comfort.

Familiarity bias exposes portfolio to concentration risk. Lack of diversification will also result in a skewed portfolio where on the one hand chances of losses will increase and on the other lead to missed opportunities and related benefits.

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