From overload to action: How behavioural psychology can supercharge FinTech products

Abstract

Building a successful financial technology (FinTech) product is not an easy task. Experience shows that it requires a deep understanding of the market; a clear view of the challenges facing users (whether small to medium enterprises [SMEs], corporations or everyday consumers); a combination of great product thinking, strong sales execution and savvy marketing, as well as and a grasp of the fast-evolving technology landscape. Success, however, is not static. Market insight, customer discovery, tech evolution, marketing refinement and distribution improvements must be ongoing exercises. While many teams continue to focus on cutting-edge technologies (eg artificial intelligence [AI] and stablecoins), the ‘last mile’ of product design is often overlooked. That final stretch, where the user meets the interface and a decision is made (or not), is where behavioural psychology plays a crucial role. Understanding the common cognitive biases and behavioural principles that shape user decisions can markedly improve product outcomes, leading to higher conversion, lower default rates, better click-through rates, better savings behaviour, greater customer retention, higher revenue and, ultimately, a more successful product. This paper outlines important behavioural psychology principles (including Hick’s law, the endowment effect, default bias, Miller’s law, and the paradox of choice) and shows how they can be applied across digital banking, payments, savings, lending and investment products to improve overall outcomes and supercharge the success of FinTech products. Through real-world FinTech examples and practical guidance, the paper makes the case that behavioural design provides one of the most powerful tool kits for teams seeking to combat the invisible forces that affect consumer decisions. By better understanding these factors, teams can design products that move customers from intent (wanting to save more, invest more or manage finances) into action, generating improved outcomes for all stakeholders. This article is also included in The Business & Management Collection which can be accessed at https://hstalks. com/business/.