Simon makes sure that Penni.io customers sell tons of insurance and stay happy. And he knows how to do it since he’s a from-head-to-toe expert in behavioural economics, design psychology, and machine learning. He knows how the human mind works in the digital landscape. Simon’s knowledge has made him a driving force in the development of behavioural design in Scandinavia. His focus for the last 15+ years has been on designing products in the financial sector, on the basis of how humans understand and use financial products. Last, but not least, Simon has (co-)written four books on behavioural design and from time to time acts as a keynote speaker.