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The Behavioural Economists

Capability

We build internal behavioural economics expertise through practical, applied training and coaching — helping financial institutions understand behaviour, diagnose challenges, and design interventions, products, and services that work in the real world.

Our programmes range from short online sessions to 12-month mastery programmes, with a clear progression pathway that meets organisations wherever they are in their behavioural economics journey.

Why build internal capability?

Financial institutions increasingly recognise that sustainable impact comes from understanding and influencing behaviour. Building internal behavioural economics capability allows organisations to move faster, design more effective products and strategies, and embed behavioural thinking into everyday decision-making. Our training and coaching is designed to help teams deliver better outcomes, improve performance, and apply behavioural insights confidently to real business challenges.

Sustainable impact

When your teams understand behavioural economics, they can continuously identify opportunities and solve challenges without external dependency.

Cost efficiency

Internal capability reduces reliance on external consultants while accelerating project delivery and decision-making.

Cultural transformation

Behavioural thinking becomes embedded in how your organisation designs products, communicates with customers, and solves problems.

Competitive advantage

Organisations with strong behavioural economics capability make better decisions, design better experiences, and influence customer behaviour more effectively than competitors.

  • Reduced reliance on external consultants.
  • Faster identification and resolution of behavioural challenges.
  • Improved product design and customer experience.
  • Increased uptake of products and services.
  • Better digital adoption and utilisation.
  • Stronger customer trust and loyalty.
  • Enhanced organisational decision-making.

Your learning pathway

Our programmes are designed as a structured progression — whether you're new to behavioural economics or looking to develop mastery-level expertise. Our training has been independently evaluated and demonstrated significant financial and behavioural impact, both in smaller enterprises and leading global financial institutions.

BE Essentials → BE Professional Programmes → BE Mastery Programme

Clients who complete a BE Essentials session receive a credit towards any BE Professional or Mastery programme.

Our programme portfolio

We offer three tiers of training, designed to match different levels of prior knowledge, time commitment, and organisational ambition.

Tier 1: BE Essentials

Short, standalone online sessions (half-day to full day) that introduce behavioural economics concepts in a focused, practical format. Ideal for teams who want to build awareness quickly, or for individuals exploring whether a deeper programme is right for them. All BE Essentials sessions are delivered online, making them accessible and cost-effective for geographically dispersed teams.

Example courses include:

  • Introduction to Behavioural Economics for Financial Services.
  • Pricing and Product Design with Behavioural Economics.
  • Designing for Digital with Behavioural Economics.

Tier 2: BE Professional Programmes

Multi-module programmes combining structured training with mandatory coaching, designed to build the knowledge and applied skills needed to work as a practising behavioural economist. All programmes include a coaching component to support real-world application.

Example applied programmes include:

  • BE Frontline Programme (BEFP) - for frontline banking and sales professionals.
  • BE Sales and Negotiation Programme (BESNP).
  • BE Customer Experience Programme (BECEP).

Example regulatory programmes include:

  • BE for CoFI - Behavioural economics training designed to support compliance with the Conduct of Financial Institutions Act (CoFI), helping teams understand customer behaviour in the context of regulatory obligations.

Tier 3: BE Mastery Programme

Our flagship programme and one of the most advanced applied behavioural economics programmes available to financial services professionals. The BE Mastery Programme is a 12-month immersive programme, proven over five years with leading global financial institutions, that builds genuine mastery through a powerful combination of foundational and advanced training, expert coaching, and real-world project application. It is designed for professionals who want to become practising behavioural economists — not just in theory, but in practice. Graduates of the BEMP are equipped to work as behavioural economists within their organisation, with a portfolio of applied projects and the skills to lead behaviour change initiatives independently.

Programme features include:

  • 10 days of intensive training at programme outset.
  • Ongoing monthly learning sessions.
  • Weekly one-to-one coaching with an industry-specialist behavioural economist.
  • Weekly group coaching and peer learning sessions.
  • Project-based work (minimum ten projects) with ROI assessment.

Not sure where to start? Attend one of our free masterclasses or book a free 30-minute discovery call and we’ll help you find the right starting point.

Book your free 30-minute chat

Popular topics

Introduction to Behavioural Economics for Financial Services

Perfect for teams new to behavioural economics. Learn core principles, key frameworks, and how to apply behavioural insights to banking challenges.

Behavioural Design for Product & Marketing Teams

Design products, services, and communications that align with how customers actually think and behave. Learn choice architecture, framing, salience, and persuasion techniques.

Increasing Sales Through Behavioural Economics

Understand the psychology of sales conversations. Learn how to reduce friction, build trust, and influence customer decisions ethically.

Behavioural Interventions That Build Trust & Engagement

Design customer experiences that foster long-term trust and loyalty. Learn how to apply social proof, commitment devices, and feedback loops.

Boosting Digital Adoption & Utilisation

Drive digital banking registration and usage through behavioural design. Learn nursery strategies, habit formation, and friction reduction.

Designing Savings Products That Customers Actually Use

Apply behavioural economics to savings product design. Learn about commitment devices, goal-setting, mental accounting, and timely prompts.

Coaching support

We provide 1-to-1 and group coaching to support individuals and teams in applying behavioural economics to real problems. Coaching can sit alongside training programmes and modules or be delivered independently for those who already have the theoretical knowledge but need practical, hands-on support.

Benefits of coaching:

  • Ensures behavioural capability is not only learned but lived across your organisation.
  • Provides opportunity to ask questions related to practical application.
  • Builds individual confidence in applying behavioural economics.
  • Accelerates project delivery through expert guidance.
  • Creates accountability and momentum for real-world implementation.

Coaching can be delivered through:

  • Weekly or monthly one-on-one sessions.
  • Group check-ins for team alignment.
  • Project-specific support for live challenges.
  • On-demand access for urgent questions.

Our training principles

We don't deliver theory-heavy lectures that disconnect from reality. Our training blends behavioural science principles with hands-on application, ensuring participants can immediately apply what they learn to real banking challenges.
Every programme is designed to be:

Practical & applied

Practical & applied

Real-world challenges, live projects, and actionable frameworks you can use immediately.

Engaging & interactive

Engaging & interactive

Workshops, group exercises, case studies, and discussions that keep participants engaged and motivated.

Tailored to your industry

Tailored to your industry

Tailored to financial services challenges like credit cards, loans, savings, digital adoption, and customer experience.

Measurably impactful

Measurably impactful

Clear learning objectives, assessments, and real project outcomes that demonstrate capability development.

Who should attend our training?

Our programmes are designed for professionals across financial services including:

  • Product managers and designers.
  • Marketing and communications teams.
  • Sales and relationship managers.
  • Customer experience professionals.
  • Digital transformation teams.
  • Strategy and innovation leaders.
  • Risk and compliance professionals.
  • L&D and HR teams.

No prior knowledge of behavioural economics is required. We meet participants where they are and build capability from foundation to advanced application.

Why our training works

Deep expertise

Our trainers combine behavioural economics expertise with deep experience in learning and development, ensuring training is practical, engaging, and applied.

Real industry experience

Our trainers are experienced behavioural economists with real financial services experience, not just academic credentials. They understand the challenges you face.

Proven with leading institutions

Trusted by leading organisations worldwide, delivering measurable improvements in participant capability and project outcomes.

Designed for your context

Training combines global best practice with practical, local insights. Understanding the unique infrastructure and customer contexts of local markets and beyond.

Focused on applied learning

Participants work on real challenges throughout the programme. Learning is immediately applicable, not theoretical.

Lasting impact

We measure success not by training hours delivered but by projects completed, behaviours changed, and business outcomes achieved.

What our clients say

I have had the pleasure of working with Wayne since December 2022 through the Behavioural Economics Mastery Program, and he has consistently impressed me with his calm presence, deep expertise and unwavering commitment to the work. Wayne brings a rare blend of articulate communication, strong analytical thinking and an ability to connect easily with people across teams. His knowledge of behavioural economics is both extensive and practical which allows him to translate complex insights into clear, actionable solutions. He approaches every engagement with professionalism, curiosity and genuine care for delivering meaningful value.
Benjamin Oyebode
Economist/Investment Analyst, Leading Global Bank
As Senior Manager in Behavioural Economics at Standard Bank, part of my role is overseeing the Behavioural Economics Mastery Programme, which Wayne has designed and delivered for the past five years. Alongside the Mastery Programme, Wayne also delivers our Behavioural Economics Frontline Programme, which to-date has received excellent feedback from both delegates and management. What comes through every year is how many delegates specifically comment on the impact Wayne has had on them; not just professionally, but personally too. He has a genuine gift for translating complex behavioural economics theory into practical, real-world application, delivered with a warmth and patience that puts graduates and staff entirely new to the field at ease. Delegates consistently describe him as highly personable, deeply knowledgeable, and someone who creates a safe space to be honest, ask questions, and grow. Beyond the training room, Wayne has guided delegates through the delivery of hundreds of real-world projects across the bank via weekly coaching, with demonstrable impact for the bank and our customers. He has built excellent rapport across the division, including with senior stakeholders and executives, and other leaders I work with have commented on his collaborative approach and the value he adds well beyond the delivery of training and coaching itself. Wayne is professional, well organised, and attentive to the bigger capability-building goal of the bank, the individual needs of each delegate, and the objectives of the Behavioural Economics management team. I recommend Wayne without hesitation to any organisation looking to build genuine, lasting behaviour-change capability.
Dr Philani Shandu
Behavioural & Financial Economist, Standard Bank
It is my pleasure to write a note in support of Wayne. I have known him since 2022. For the past 4 years Wayne has expertly taught and coached graduates and experienced staff members in becoming practising behavioural economists at our international financial services organisation. He has an ability to translate complex concepts and theory on human behaviour in a manner that is easy to understand, and with relevant and practical applications. Delegates regularly attested to his very engaging coaching style, and his impact on their professional development. I would give him my highest recommendation.
Dr Emile du Plessis
Head of Behavioural Economics, Standard Bank
I had the incredible privilege of being coached by Wayne during my time in the graduate program, and I can confidently say it was one of the most transformative experiences of my professional journey so far. Wayne is not only a brilliant behavioral economist with a unique ability to solve complex problems, but he also has a rare gift for asking the kinds of questions that challenge your thinking and unlock entirely new perspectives. He helped me navigate the world of work with clarity and confidence, and his mentorship went beyond tasks and timelines, it extended to genuine emotional support and encouragement when it mattered most. I feel truly lucky to have learned from him, and I believe anyone who gets the opportunity to work with Wayne will walk away better professionally and personally.
Semilonde Hina
Behavioural Economics Manager, Standard Bank
I’ve had the pleasure of working with Wayne for the past four years, where he has served as the lead consultant and main coach on our Graduate Programme (Behavioural Economics Mastery Programme). His impact has been nothing short of exceptional. Wayne is an outstanding teacher whose natural sense of humour, clarity, and energy make complex concepts engaging and accessible. He brings genuine passion into every learning environment and consistently looks for creative ways to deepen participant involvement. His dedication to continuous improvement is evident in the way he researches thoroughly, pays close attention to detail, and adapts his approach to meet the needs of every group. Beyond his training excellence, Wayne is a highly capable project manager. He balances timelines, deliverables, and stakeholder expectations with ease, and always keeps a keen eye on the budget. His professionalism, reliability, and collaborative spirit have made him an invaluable partner. It has truly been a pleasure working with Wayne, and I would recommend him without hesitation to any team or organisation looking for expertise, creativity, and heart.
Luwela Nodada
Head of Behavioural Economics Hub / Regional Manager, Standard Bank
Read more testimonials

Ready to build internal capability?

If you’re looking to build behavioural economics capability that delivers real impact, we’d love to talk. Whether you’re exploring an in-depth programme or starting with a single course, we’ll help you design a pathway that fits your organisation.

Book a free 30-minute discovery call