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Warm Customer Engagement for Digital Financial Services

4 Insights from Behavior Change Books

October 3, 2014

Posted by Dante Cassanego

The core of what we do is focused on helping financial service providers who are facing low adoption and usage among new clients of their digital channels. We do so by designing mobile personal financial management tools that drive financial habit creation among these new users.

Changing habits is hard, especially when it comes to money. We make it easier for our users by applying insights from research on behavior change. As a data-driven company, we appreciate rigorous research. As a company that communicates with people on a large scale, we also admire popular science books. View the slideshow or read below to learn insights from four of our favorite books on behavior change


  1. Nudge by Richard Thaler and Cass Sunstein

    Key Insight: By framing choices in a way that takes into account human biases, people can be “nudged” to better decisions.

    Application: Juntos never interacts directly with our users’ money. Instead, we nudge our users to reach their savings goals through personalized text messages written with behavior change principles in mind.

  2. Switch by Chip Heath and Dan Heath

    Key Insight: The human brain is divided like an elephant and a rider. The elephant responds to emotion while the rider responds to reason. When they disagree, the elephant wins. Changing behavior requires directing the rider and motivating the elephant so that they move in the same direction.

    Application: Juntos directs the rider by asking our users to pick a specific savings goal and motivates the elephant,by encouraging users to keep within sight a photo that reminds them of their goal.

  3. The Power of Habit by Charles Duhigg

    Key Insight: There is a simple loop at the core of every habit consisting of three parts: cue, routine, and reward.

    Application: Empowering our users to form savings habits begins with cues in the form of text messages. These messages arrive regularly, helping to establish a routine. The most powerful reward that users receive is not the money saved itself but rather the sense of confidence and control that they feel in their financial journeys.

  4. Predictably Irrational by Dan Ariely

    Key Insight: Not only do human beings make certain decisions that are irrational, we consistently and predictably do so. Even when we know we need to spend less and save more, we repeatedly don’t stick to self-imposed budgets.

    Application: Our products help users stick to their plans not only by providing an external source of accountability but also by providing an external source of validation. Because our technology enables two-way conversations, we help our users feel that they are not alone in their financial journey.

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