Category · essays

Behavioural Science

How do humans actually make financial decisions, and why do we so often act against our best interests? This collection examines the cognitive biases, psychological triggers, and environmental factors that shape our relationship with money. Drawing from behavioral economics, psychology, and finance, these articles decode the hidden patterns in financial decision-making, from impulsive spending to investment hesitation. Discover insights on how financial systems can be designed to work better.

  1. № 1 · 28 May
    Payments

    Not the Whole Story: How Zero-Sum Thinking Distorts Payment Innovation

    Zero-sum headlines declare “cash is dead” or frame BNPL as a credit-card killer. Fresh UK Finance data tell a different story: contactless, cash and BNPL are all growing; layered, not cannibalised. Here’s why clinging to win-lose narratives skews product bets and policy debates.

    3 min read
  2. № 2 · 14 May
    Behavioural Science

    The Price of Free: How Invisible Costs Shape the Digital Economy

    “Free returns”, “free trials”, “zero‑interest payments”; the web is built on frictionless promises. Yet every convenience carries a bill that someone, somewhere, eventually pays.

    3 min read
  3. № 3 · 09 Apr
    Behavioural Science

    The $54 Lesson: What Vaccines Teach Us About Good Decisions

    A recent Economist article highlighted an astonishing 54-to-1 return on immunisation programmes. But what does that tell us about how we make, and evaluate, good decisions?

    2 min read
  4. № 4 · 27 Mar
    Behavioural Science

    Decision Journals: The Missing Link Between Frameworks and Results

    Most frameworks fail not because they’re flawed, but because we never revisit the decisions they shape. Decision journals close that loop—bringing accountability, calibration, and a culture of truth-seeking to product and strategy teams.

    8 min read
  5. № 5 · 07 Mar
    Behavioural Science

    No Regrets? How AI Is Changing Business Decision-Making

    AI is reshaping business decision-making, promising to minimize regret in fraud detection, pricing, and customer retention. But as companies optimize away uncertainty, who owns the regret when AI gets it wrong? This article explores how AI shifts responsibility and what it means for consumer trust.

    4 min read
  6. № 6 · 05 Mar
    Behavioural Science

    The Cost of Second-Guessing: How Businesses Manage Their Own Regret

    Regret shapes how businesses and consumers make decisions. But while individuals fear buyer’s remorse, companies worry about fraud, pricing mistakes, and missed opportunities. Striking the right balance is vital; overcorrecting in one direction means lost revenue, while too much risk damages trust.

    4 min read
  7. № 7 · 03 Mar
    Behavioural Science

    Regret Minimisation: How Payment Platforms Engineer Your Decisions

    The digital marketplace isn't just selling products—it's engineering emotions. Behind every checkout page and "limited time offer" lies a sophisticated understanding of our deepest purchasing anxiety: the fear of making the wrong choice.

    4 min read
  8. № 8 · 25 Feb
    Behavioural Science

    From Confusion to Exclusion

    Clear communication in banking isn't just about customer service—it's about enabling confident participation in the modern financial world.

    2 min read
  9. № 9 · 03 Feb
    Behavioural Science

    Seeing Around Corners Developing Second-Order Thinking

    When Amazon introduced one-click purchasing in 1999, it seemed like an obvious win. Reduced friction, higher sales. But the ripple effects continue to reshape retail in unexpected ways, from return fraud to changing consumer psychology. Welcome to the world of second-order thinking.

    3 min read
  10. № 10 · 31 Jan
    Behavioural Science

    Consistency Over Intensity: The Hidden Power of Small Actions

    As January ends, packed gym classes thin out, with 80% of New Year's resolutions already abandoned. While we celebrate dramatic transformations, we overlook a far more powerful force: consistency. The science shows that small, regular actions trump sporadic bursts of intense effort.

    3 min read
  11. № 11 · 14 Nov
    Behavioural Science

    Making Good Decisions

    Explore practical frameworks for better decision-making, from understanding operating environments to effectively communicating choices. Learn how structured approaches can set you up for success in both personal and professional contexts.

    3 min read
  12. № 12 · 18 Apr
    Behavioural Science

    Boring is Good

    In uncertain times, dependable partners who deliver on commitments without drawing attention become invaluable. For service providers, being 'boring' might be the highest compliment—it means you're doing your job flawlessly.

    1 min read