In the world of investment, choosing an investment portfolio for holding companies is one of the most important decisions. Due to their diversity in investment and strategic role in resource management, these companies require a detailed analysis of various factors, especially behavioral factors. Behavioral factors such as risk aversion, overconfidence, and fear of failure can affect investment decisions. In this study, focusing on one of the active holding companies in the country, these factors have been examined and prioritized. The research method is descriptive and applied, and questionnaires and interviews have been used to collect data. Analysis of the results using the DANP (DEMATEL, ANP) method shows that the two indices "cognitive bias" and "emotional bias" are the most influential factors, and "Other behavioral characteristics" have the greatest influence in the set of factors. Also, the "overconfidence" index had the highest interaction with other factors, and in the final prioritization, the "confident-anxious" index ranked first, "conservative-reckless" ranked second, and "loss aversion" ranked third. The results of this research can help holding companies optimize investment decision-making processes.