Mark Loosmore: When to push back on a behavioural nudge

A prompt to engage in the decumulation phase could have potentially damaging results

clock • 4 min read

Simply replicating technology that prompts good behaviour in accumulation and offering it to the more complex decumulation market will not work, warns Mark Loosmore

In March 1989 Tim Berners-Lee made a proposal for an information management system that eventually came to be the World Wide Web. In May of the same year Queen released the most apt soundtrack to accompany the development of Berners-Lee's gift to the world - ‘I want it all'. The chorus wasn't the most complex - "I want it all, I want it all, I want it all, and I want it now" - but thus was the ‘now' generation was born. It was all Tim and Freddie's fault. Bet you never knew that. Want a loan in two minutes? Go online and fill in an application form. Want to raise funds quickly by s...

To continue reading this article...

Join Professional Adviser for free

  • Unlimited access to real-time news, industry insights and market intelligence
  • Stay ahead of the curve with spotlights on emerging trends and technologies
  • Receive breaking news stories straight to your inbox in the daily newsletters
  • Make smart business decisions with the latest developments in regulation, investing retirement and protection
  • Members-only access to the editor’s weekly Friday commentary
  • Be the first to hear about our events and awards programmes

Join

 

Already a Professional Adviser member?

Login

More on Technology

Tony Wilkinson: The AI infrastructure boom is real

Tony Wilkinson: The AI infrastructure boom is real

'AI is no longer primarily about models and applications – it is about power and long-duration capital commitments'

Tony Wilkinson
clock 13 July 2026 • 6 min read
AI review to 'make retirement planning more accessible'

AI review to 'make retirement planning more accessible'

The ‘new Wild West’ of AI could help close advice gap

Sophia Panayi
clock 08 July 2026 • 4 min read
Roger Brosch: Playing to respective skill sets

Roger Brosch: Playing to respective skill sets

'Clients want quality time and attention and a human to talk to'

Roger Brosch
clock 08 July 2026 • 4 min read