Behavioural Science in Life & Pensions


The financial services industry is moving towards higher standards of care towards the customer, with the FCA’s new ‘Consumer Duty’ set to place an onus on companies to ensure better consumer outcomes.

In this event we will explore how behavioural science (BeSci) can help marketers in the life and pensions sector develop and frame better communications, which help customers make better decisions about their retirement planning.

More broadly, we will consider how BeSci is used to improve customer journeys within the sector, including how it can inform not just the content but also the use of channels and experience design of communications.


Greg Davies, Head of Behavioural Science, Oxford Risk

Ellie Lugt, Senior Advisor, Behavioural Insights Team

Robin Armer, Customer Strategy Specialist, NEST


Chaired by David Cowan, Managing Director, The Financial Services Forum


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