Fixing conversion and adoption in complex fintech journeys
We help fintech product and customer experience teams diagnose and remove behavioural blockers in complex digital journeys.
About
Behavioural Finance Consulting is a boutique consultancy helping fintech teams improve conversion and product adoption in complex customer journeys.
We work with fintechs, financial services providers, and specialist marketing teams to diagnose why users drop out, stall, or disengage in onboarding, decision, and compliance-heavy digital journeys — and to identify practical, evidence-based ways to fix this.
Our approach combines behavioural diagnosis and customer journey analysis to uncover the hidden assumptions and frictions embedded in digital products. We focus on the decision dynamics that shape real user behaviour, rather than surface-level UX optimisation.
We support teams from early diagnosis through implementation and advisory retainers, helping turn complex journeys into more effective customer experiences that improve adoption and conversion.
We change consumer behaviour in the world of finance
Services
Where most engagements start
A focused, time-bound diagnostic designed to identify where and why users drop out, stall, or disengage in complex fintech journeys
This includes:
- Critical journey mapping (onboarding, decision, compliance)
- Identification of behavioural blockers and friction points
- Analysis of false assumptions in product and UX design
- Prioritised recommendations linked to adoption and conversion impact
01.
Implementation & optimisation
Following the diagnostic
For fintech teams implementing and testing improvements identified through the diagnostic, including:
- Behavioural UX
- Journey optimisation
- User barrier & pain point resolution
- Behavioural segmentation
- Product performance metrics
02.
Risk & Behavioural Assessment
For complex or regulated decisions
For products involving complex decisions, regulation, or suitability requirements:
- Behavioural profiling
- Risk understanding
- Suitability and decision-fit assessment
- Behavioural testing and analytics
- Literacy & decision‑making tools
03.
Communication & Growth
To improve literacy, adoption, and retention
We help teams improve how products and journeys are explained, framed, and adopted:
- Behavioural communication strategy
- Conversion-focused content
- Acquisition funnels & referral programmes
- Value proposition clarity
- Insights to support retention
What we do
Behavioural Finance Consulting helps fintech teams fix conversion and product adoption issues in complex customer journeys.
We specialise in diagnosing where users drop out, stall, or disengage — and in identifying practical, evidence-based ways to improve onboarding, decision and compliance-heavy digital journeys.
Fintech
Improving conversion and adoption in complex fintech journeys. We help fintech teams diagnose behavioural blockers in onboarding and decision flows, reduce drop-off, and improve product adoption where traditional UX and CRO approaches fall short.
Insurance
Improving engagement across complex insurance journeys. We support insurers in identifying behavioural frictions across onboarding, servicing and claims journeys, improving clarity, trust and customer follow-through in regulated environments.
Financial Advisory
Improving suitability and engagement in digital advisory journeys. We help advisory and wealth platforms improve decision quality, suitability and client engagement in complex, digitally enabled advisory experiences.
Clients
We work with organisations operating in complex, regulated customer environments, including:
- Fintech and digital financial services platforms
- Banks and wealth management firms
- Insurance and protection providers
- Financial advisory and advisory networks
- Personal finance and money management services
- Marketing and digital agencies in financial services
Engagement Options
We offer flexible engagement models designed to support fintech teams from initial diagnosis through to implementation and ongoing optimisation.
1. Behavioural Conversion Diagnostic
Where most engagements start A focused, time-bound diagnostic designed to identify where and why users drop out, stall, or disengage in complex customer journeys.
2. Implementation Support
Where insights turn into measurable change Following the diagnostic, we support fintech teams in implementing and testing improvements across onboarding, decision and compliance-heavy journeys. Engagements are structured around clearly defined outcomes — whether targeted interventions, focused journey redesigns, or phased optimisation programmes — ensuring recommendations translate into measurable improvements in conversion and adoption.
3. Retainer plans
For ongoing advisory and optimisation
Essential
1 day per month (8 hours)
- High-level behavioural advisory support
- Diagnostic input on products and journeys
- UX, strategy and customer behaviour insights
- Prioritisation and decision-making guidance
Advanced
3 days per month (24 hours)
- Behavioural analysis of products and journeys
- Design of applied frameworks and solutions
- Review of customer behaviour and UX
- Roadmap for conversion and engagement
- Two workshops or strategy sessions per year
Premium
6 days per month (48 hours)
- Full behavioural strategy and integration
- Behaviour mapping across journeys
- KPIs and performance tracking support
- Ongoing optimisation and advisory input
- Monthly action plans and impact reviews
- Four workshops or annual strategy sessions
Outcomes
For organisations
We help fintech and financial services teams improve conversion, product adoption and decision quality in complex customer journeys. Our behavioural diagnostics identify where processes, assumptions and design choices create friction — enabling clearer journeys, better performance, and strategic decisions.
For products and services
We support the design and optimisation of digital financial products by aligning journeys with real user decision behaviour. This results in improved product-market fit, higher completion rates across onboarding and decision flows, and more consistent customer engagement over time.
For teams and practitioners
We help product, customer experience and client-facing teams apply behavioural insight to their day-to-day decisions. Our work improves internal alignment, reduces uncertainty in design and delivery, and supports teams in making clearer, evidence-based choices across complex journeys.
For users
We improve customer understanding, follow-through and engagement by reducing friction and cognitive load in complex financial journeys. This leads to clearer decision-making, increased completion, and stronger adoption of digital financial products.
We transform business through a customer-focused approach
Case Studies
Improving conversion and product adoption in complex financial journeys requires more than innovation — it requires understanding how real users make decisions under uncertainty.
At Behavioural Finance Consulting, we work with fintechs and financial services teams to diagnose where customers drop out, stall, or disengage — and to translate behavioural insight into measurable improvements across onboarding, decision and compliance-heavy journeys.
Below are selected examples of how we have helped organisations increase activation, reduce friction, improve retention, and strengthen performance through targeted behavioural intervention.
Team
Behavioural Finance Consulting operates as a small, specialist studio led by senior behavioural and customer-experience practitioners with deep experience across fintech and financial services.
We combine behavioural diagnosis, customer journey analysis and applied research to address conversion and adoption challenges in complex digital products. Our work is pragmatic, evidence-based and commercially grounded, supporting fintech teams in making clearer decisions and delivering more effective customer journeys.
We collaborate with a trusted network of specialists when required, ensuring the right expertise is applied without unnecessary complexity.
Dr. Daryl L. Foy
McKenzie Foy Health Limited, New Zealand Strategic and Behavioural Advisor
Prof. Emmanuel Fragnière
HES-SO, Switzerland Design and Innovation Advisor
Prof. Jairo Lozano
UAO, Colombia Sustainability Advisor
Prof. Jean-Christophe Loubier
HES-SO, Switzerland Data Analytics Advisor
Discuss a conversion challenge
Start with a behavioural review
Find Us
Request a diagnostic
Tell us about the customer journey where users drop out, stall or disengage. We’ll help you identify what’s getting in the way.
Phone number
UK: +44 (0)7362 05 49 96
info@behaviouralfi.com
Location
London, WC2A 2JR, United Kingdom Geneva, 1211, Switzerland