Nudging Financial Behaviour
We are

Nudging
Financial Behaviour

Helping the financial services industry understand and manage behavioural biases.

We are

Nudging
Financial Behaviour

Helping the financial services industry understand and manage behavioural biases.

What is the impact of your clients making irrational financial decisions?

Poor product choice

Poorly-positioned products are misunderstood.

Financial illiteracy and risk aversion are just some of the reasons why clients select inappropriate products. This yields suboptimal investment growth during working years and missed wealth maximisation in retirement.

Client attrition

Obsession with performance creates unhappy and disloyal clients.

Limited awareness of holistic financial needs creates distance rather than trust between advisor and client. This inhibits the advisor’s ability to forge a strong relationship throughout the client’s financial life.

Inefficient use of time

Too much time spent explaining, rather than on profitable business processes.

Financial anxiety exacerbates clients’ need for constant reassurance, delaying end goal achievement. Time is maximised when efficient processes are in place to balance client education and relationship building.

Reduced business profitability

Profit maximisation is hampered by emotion management.

Reactive rather than pro-active understanding of market sentiment puts the business on the back foot. Rather, an awareness of behavioural influences can provide the business with the X factor.

Impaired productivity and workplace morale

Advisors become demotivated when unable to understand irrational decision-making.

Behavioural finance is an emergent field with limited exposure in traditional financial planning training programmes. The onus is there to build this mindset within the practice and industry.

Reputational risk

Inability to hyper-personalise financial advice has ramifications for the individual, business & industry. 

Times are changing and a practice or industry not willing to adapt to these times will be left behind. The time is now to prioritise the understanding and management of behavioural biases.

What is the impact of your clients making irrational financial decisions?

Poor product choice

Poorly-positioned products are misunderstood.

Client attrition

Obsession with performance creates unhappy and disloyal clients.

Inefficient use of time

Too much time spent explaining, rather than on profitable business processes.

Reduced business profitability

Profit maximisation is hampered by emotion management.

Impaired productivity and workplace morale

Advisors become demotivated when unable to understand irrational decision-making.

Reputational risk

Inability to hyper-personalise financial advice has ramifications for the individual, business & industry. 

Our Services

Nudging the financial services industry

Aiding understanding of behavioural biases and spending behaviour

Supporting financial planners and financial planning practices

Nudging the financial behaviour of individuals

About Us

Helping the financial services industry achieve optimal outcomes for their clients.

We perfectly understand the biases that influence how we manage our money. We are passionate about helping people understand their behaviour with money and gently nudging them to spend less and save more. With several academic journal publications on investor behaviour, financial literacy and personal finance, we are experts in the field. Nudging Financial Behaviour is our way of taking the academic findings, bringing them to life, and sharing them with those that need it the most. 

Industry responsibility

The responsibility of planning for financial expenses does not just rest with the individual, but the financial planner and providers of financial service products as well. There is a big opportunity for agents in the industry to ensure that individuals are financially-empowered.

It is worthwhile investing in the understanding of financial behaviour as it will provide stability to the financial services industry. Clients of financial planners will feel understood. This will translate into better engagement and improved results for the financial planner.

A worthwhile investment

Industry responsibility

The responsibility of planning for financial expenses does not just rest with the individual, but the financial planner and providers of financial service products as well. There is a big opportunity for agents in the industry to ensure that individuals are financially-empowered.

A worthwhile investment

It is worthwhile investing in the understanding of financial behaviour as it will provide stability to the financial services industry. Clients of financial planners will feel understood. This will translate into better engagement and improved results for the financial planner.

Recent Articles

Availability effect definition

We prefer wrong information to no information

Availability bias and survivorship bias influence our decision-making. We make decisions based on the information available to us.
Primacy and recency effects

The power of first impressions

The order of information influences your decisions. First impressions matter! It's all got to do with primacy and recency effects.
Hyperbolic vs exponential discounting

The problem with wanting it NOW

When you delay instant gratification, you will experience long-term satisfaction. That's hyperbolic vs exponential discounting. Don't let present bias win!

Recent Articles

Availability effect definition

We prefer wrong information to no information

Availability bias and survivorship bias influence our decision-making. We make decisions based on the information available to us.
Primacy and recency effects

The power of first impressions

The order of information influences your decisions. First impressions matter! It's all got to do with primacy and recency effects.

What Clients Say

  • A proficient public speaker who has the ability to engage an audience with her intellectual knowledge and captivating delivery. Gizelle has the ability to speak across a broad range of behavioural and practical topics that relate to personal finance. Individuals and financial advisors can greatly benefit from her insights.

    Andy Hart
    Humans Under Management Founder
  • Her recommendations were insightful, showing gaps between our focus as product providers and customers’ focus on need fulfillment. Her findings were clearly and simply presented, and challenged industry-specific jargon and approaches which customers regard as non-essential to their understanding of our proposition. I would recommend Dr Willows to anyone seeking to nudge financial behaviour, except our direct competitors!

    Deane Moore
    CEO Just SA.
  • Gizelle is an enigmatic personality and her ability to deliver complex ideas and concepts to a broad audience in a simple, honest and relatable manner is incomparable. Gizelle’s diverse skill set allows her to nimbly tackle tricky situations with ease and grace and clients would be wise to utilise her services as a great value add. She is a great team player and always well considered and super well organised. An absolute pleasure to work with and learn from and her perspective is always on point.

    Lydia Shadrach-Razzino
    Executive at ENS Africa
  • Gizelle was one of the highest-rated speakers at the conference. Gizelle resonated with the audience by delivering her message in an innovative way that combined her passion with her technical expertise and academic rigour. Given her unique combination of skills and insights I have no doubt Gizelle will add great value to any event that seeks to influence financial behaviour.

    Rob Macdonald
    Head of Strategic Advisory Services at Fundhouse

To find out how we can help.