Average individual investor returns drastically underperform standard investment benchmarks, with common attributing factors including relying on instincts and overconfidence in trading ability. Neural processing, financial risk, risk perception, and risk tolerance literature show how instinctual reactions form and how those reactions affect risk decision-making under the Prospect theory. Examining the effect of neural processing and risk framing on subjective risk perception allows a measurement of the indirect impact on risk tolerance. The stable factors of risk tolerance directly impact investment risk decisions. There are implications of accurately assessing risk tolerance in a client/advisor relationship. Advisor application of a proper risk tolerance assessment in individual client relationships may aid financial and emotional success.