Russell Andrews: Gamification - winning hearts and minds

Building loyalty

clock • 5 min read

Gamification is about identifying what triggers something inside all of us to act or change our behaviour during a specific experience, writes Russell Andrews. Here he explains why advice firms need to get involved...

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 ...

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