Affective Advisors

We coach leaders to master their emotions and improve their perceptions for superior decision-making capabilities

Affect is the experience of feelings, emotions or moods; emotions are central to decision-making because they provide information about our values and goals

Affective Advisors was founded to change the perspective on emotions. Our unique approach goes beyond traditional methods. Instead we focus on the role of emotions as the root of change. Drawing on the latest research in affective and decision science, we heighten leaders’ awareness of how their emotions inform their thoughts, behaviours, and interactions with others, including their profound impact on those they lead. This awareness allows leaders to use their emotions as a source of strength and resilience.


Our offerings are underpinned by cutting-edge research in affective and decision science from the UK’s leading seats of learning, including the Saïd Business School, Oxford, Warwick Business School and the University College of London. Our approach involves applying this knowledge pragmatically to address real-life challenges that leaders encounter daily.

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1:1 Coaching

We equip executives with the tools to master their emotions, enabling them to cultivate a broad repertoire of behaviours suited for navigating complex and potentially disruptive decisions as well as leading diverse teams with greater efficacy.

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Lectures and Programmes

We customise programmes such as “Emotions, Heuristics and Decision-Making”, “Affective Leadership”, "Emotional Ambidexterity”, and “Navigating Cultural Differences” for central banks, investment banks, law firms and leading universities.

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Team Facilitation

We enable teams to identify and utilise their individual and collective emotions more adeptly to navigate complex decisions and tackle large-scale challenges more effectively.

"Trang’s lecture on Emotions, Heuristics and Decision-Making was the most challenging for me. It made me re-evaluate how I can reframe my "go-to" responses as more positive and constructive. This one could be a real game changer when I put it into practice in everyday life."

Executive, Insurance Company


At Affective Advisors, we employ a scientifically grounded approach. We coach leaders to cultivate new perspectives and acquire the essential skills necessary to lead their companies through the next phase of growth.

Here are just some of our clients that we have supported in the past and present:

Trang T Chu

Trang founded Affective Advisors to curate and leverage her diverse experience as a banker, trader, coach, and emotion and decision scientist. Her mission is to empower leaders to harness the full potential of their emotions, enabling them to excel and create a lasting impact in their respective roles.

With a notable career spanning over 20 years in global investment banking, Trang held positions of Managing Director at Deutsche Bank and Merrill Lynch, where she successfully drove revenue growth for both global and regional businesses.

Trang's influence extends beyond the corporate world. As an Associate Fellow at Said Business School, University of Oxford, and an Associate Professor at Warwick Business School, she brings a wealth of academic expertise to her advisory work. Over the past decade, she has been a trusted advisor to CEOs, C-suite executives, private equity experts, and start-up innovators, imparting invaluable insights and guidance to cultivate highly proficient leaders.

Trang T Chu

"Trang is excellent at her work. She is articulate, thorough, relatable, has keen judgment and cares a ton. Trang plainly "gets it" and gets results."

Partner, Global Head, KKR