Why don’t consumers always switch to a better and cheaper product? Why do investors often follow the herd, buying high and selling low? Why do I keep thinking that this is the year Tottenham Hotspur (a football club in London) will finally win a trophy?

We all sometimes act in ways that are surprising or may seem irrational. This is certainly the case in life and health insurance where we continue to see a significant protection gap and increasing prevalence of lifestyle-related illnesses and diseases. Our behavioral science team has specialists in the “why” of life and health insurance decision-making. Our mission is simple: to help insurers create products, policies, and communications that reflect how people really think and behave rather than how we think they should think and behave. We do this by combining insights primarily from psychology, sociology, neuroscience, and economics, with advanced research methods, data science, and real-world experiments.