Regret minimization theory is a decision-making framework that helps traders and investors navigate choices when faced with uncertainty. At its heart is a simple question: Which choice will I regret least? Instead of aiming for the best financial outcome, this approach shifts the goal to reducing future emotional pain. That’s especially helpful in financial markets, where hindsight is 20/20 and second-guessing is a favorite pastime.

The theory is grounded in behavioral economics, specifically in loss aversion—the tendency to feel the pain of losses more intensely than the pleasure of gains. When markets turn volatile, regret can cloud judgment just as much as risk. By imagining possible scenarios and choosing the one that the probability of realizing your (“minimax regret”), you can align your decisions with your emotional limits—not just the balance in your portfolio or trading account.

When taking a position in the market, do you ever find yourself in a double bind, especially when the market begins moving against you? You’ll regret selling a stock if it comes roaring back, but you’ll regret holding on if it declines further. When positions begin to sour or get volatile, it’s as if the specter of regret bookends each scenario.

If the intensity of regret gets the best of your rationality, then you’re facing not one but two burdens—portfolio risk and emotional survivability. Behavioral economics teaches us that emotions can override the soundness of mind required to maintain a solid investment portfolio, adding even more risk than investments already face in the market.

Here’s the thing: You know that no investment is 100% certain. You may be able to optimize a financial decision, but you can’t optimize a financial outcome. So is an optimal decision one that’s rational, yet possibly uncomfortable, or comfortable, yet possibly less rational?

If you’ve heard of the regret minimization framework—minimizing the likelihood of maximum regret—it may have been in association with Amazon.com founder Jeff Bezos, who helped popularize the concept. The story goes like this: When a 30-year-old Bezos held a lucrative executive position at hedge fund D. E. Shaw & Co., he had everything to lose if he quit his job to pursue a start-up company.

Ultimately, his decision to pursue an e-commerce site that would become Amazon boiled down to a thought experiment. Imagining his life at age 80, Bezos decided he’d regret not starting Amazon more than he would regret giving up the stability of his current job. So he selected his minimax regret option, and the rest is history.

Regret minimization works in many contexts, large and small. But does it apply to your investment decisions? That question is where behavioral economics steps in, and where it tends to clash with the more calculated side of financial decision-making, namely, modern portfolio theory (MPT).

Behavioral finance studies how psychological factors can influence investment and financial decisions. Its most basic assumption is that markets—and the individuals who trade them—are often not rational. Traders and investors are influenced by a host of psychological factors, such as emotions, cognitive biases, and mental shortcuts—often in the form of rules of thumb they follow without much reflection.

A central concept in behavioral economics is loss aversion, or the tendency to feel the pain of loss more intensely than the joy of gain. The fixation on loss plays well into the minimax regret framework, as imagined future regrets—and memories of past losses—tap into the fear that determines current decisions.

In contrast, the efficient market hypothesis (EMH) is a fundamental tenet of modern portfolio theory that assumes investors act according to their best interests, without bias (i.e., perfectly and uniformly rational). MPT is designed to optimize a portfolio’s expected return relative to its risk by, among other things, diversifying and rebalancing it with the help of data analysis, statistical modeling, and various other quantitative metrics and strategies.

That works for professional money managers, but a typical self-directed, self-funded trader or investor doesn’t have the same set of tools (or capital) at their disposal. Adding to this hurdle, MPT can’t guarantee a particular degree or rate of success.

And rationality isn’t one-size-fits-all. A retiree shaped by the Great Depression and World War II may view risk and reward very differently from a younger investor raised on bull markets and “buy-the-dip” recessions. Both perspectives can be rational; they’re just built on different lived experiences.

If you sweat each stock you buy or sell, you might risk missing the bigger picture. Managing a portfolio rebalance—when to do it, and how to go about reshuffling your assets—can be worrisome if you’re not confident about your process.

Perhaps if there’s any regret to minimize, it’s the potential future regret of not having invested intelligently, simply because you didn’t know how or didn’t have the discipline to do so.

A few minimax regret strategies to consider:

If you can’t decide, consider a little of each. For example, you might keep a 401(k) or other workplace retirement account in a target-date fund, and divide your other investments between a financial advisor and a self-directed portfolio. 

Investing isn’t about perfection. It’s about making smart, informed choices and being able to live with the results—especially when things don’t go your way. Looking back decades from now, you’ll probably feel better knowing you made the best decisions you could with the information you had, rather than regretting that you didn’t take your portfolio—or your process—seriously.

Regret minimization doesn’t guarantee success. But it gives you a framework for defining success on your own terms—and sticking to it.