This research aims to examine the impact of financial self-efficacy on the financial behavior of investors. The key variables studied are financial self-efficacy, financial knowledge, locus of control, financial attitude, and financial behavior. A quantitative approach was adopted and data was collected through questionnaires from a sample of 150 investors in India. The data was analyzed using SmartPLS to test the conceptual model and hypothesized relationships. The findings revealed that financial self-efficacy significantly influences financial behavior. Financial knowledge and internal locus of control are positively associated with financial self-efficacy whereas external locus of control has a negative relationship. Financial attitude partially mediates the relationship between financial self-efficacy and financial behavior. The study provides insights into how self-efficacy shapes financial actions and highlights the need for improvement in self-efficacy to promote healthy financial conduct.