Russell Andrews: Gamification - winning hearts and minds

Combining finance and behavioural science is nothing new. In fact, it's been a mainstream topic of discussion and a key part of business and product design for well over a decade now. However, we have not yet truly maximised its potential to activate subconscious triggers. One way in which behavioural science is permeating wealth management is through the pervasive use of "game theory" or "gamification."  Gamification is often misunderstood, as it's frequently used too literally, focusing on making a product or a solution look and feel like a game through styling, graphical design or ...