TThe Behavioural Insights Team helps organizations apply behavioral insights to achieve social purpose goals by designing low-cost interventions that nudge people toward better choices. It combines behavioural economics, psychology, and social anthropology to understand how people decide and how they respond to options. Originating inside the UK government as the first unit of its kind, it now operates as a joint-venture owned by employees, the government, and Nesta. Its goal is to scale practical behavioral science to improve outcomes for individuals and society, both in the UK and internationally.
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What's the bigger risk for your organisation: too much AI, or too little? Reflections from BIT's roundtable on AI, behaviour and the messy middle of adoption. Blog 4th Aug 2026 Behavioural Insights Limited asked a group of individuals: which is the bigger risk for your organisation, under-using AI or over-relying on it? The question appears simple, but it captures the tension many leaders are now facing. AI is already changing how people write, analyse, decide, learn and even lead. With real pressures to remain competitive by adopting AI, the worry is that people may use AI in ways that weaken judgement, confidence and capability over time. That tension is especially true in Singapore where the ambition is not just to move fast on AI, but to build a trusted environment where people and organisations can use it well. The challenge however, is that technology often changes faster than workplace habits, team norms and leadership practices. That is why, on 20 May, BIT hosted a cross-sector event on AI and Behavioural Insights (BI). The aim was to ask ourselves: what determines whether AI strengthens or weakens an organisation's capability, trust and judgement over time? Moderated by BIT Singapore's Director Dr Serene Koh, Behavioural Insights Limited structured the session as a dialogue between leaders shaping AI from different vantage points: policy, research and industry practice. The panel featured Singapore Minister of State for Digital Development and Information Rahayu Mahzam; Professor Sun Sun Lim of Singapore Management University; and Eileen Nah, the Managing Director and Head of Leadership & Strategy at OCBC Bank. Three key themes stood out. AI by default, human where it matters. Eileen Nah argued that roles requiring deep empathy, such as coaching and leadership development, should stay human. As she put it: "When it's about me, I want to talk to humans," even when an AI could technically do the job. That is the adoption challenge leaders need to get right. Good AI integration is not about automating everything that can be automated. It is about knowing where AI improves the work, and where it changes the meaning of the experience for the person involved. Friction protects judgement. Professor Sun Sun Lim mentioned a key point on cognitive atrophy: smooth AI assistance can quietly erode independent thinking. If AI makes the first draft, suggests the next step and smooths over uncertainty, people may stop exercising the judgement they still need. Her fix is risk-based friction: deliberate checkpoints in high-stakes tasks so people keep questioning, verifying and thinking, rather than rubber-stamping AI output. BIT's AI and Human Behaviour report makes a similar case: AI should function as an "extended mind" that scaffolds thinking rather than replaces it. Leaders set the culture through what they model. Leaders who talk about AI without visibly using it lose credibility quickly. The leaders who seem to work best model the learning process in public: building things with AI, asking staff for feedback, and treating learning agility as something to demonstrate, not preach. This is where AI adoption becomes a matter of culture. Staff need to feel safe to experiment, but also clear on when to trust AI, when to challenge it, and when to escalate. What this means for leaders. The through line from the session was clear: AI integration requires the right leadership and culture, not just the right technology. Governments can set policy, and companies can buy tools, but adoption stays uneven if team leads, middle managers and frontline staff do not feel supported, informed and involved. As MOS Rahayu puts it, "No policy will be successful without understanding our people." For organisations, that means moving beyond a simple push for more AI use. Leaders need to understand what is shaping behaviour on the ground: where people feel anxious, where they lack confidence, where they are over-trusting AI, and where the work itself needs clearer guardrails. That is where behavioural science helps. It gives leaders a way to diagnose where adoption is getting stuck, design the right supports and frictions, and build cultures where AI strengthens judgement rather than replacing it. Back to that registration desk. When Behavioural Insights Limited asked guests to pick the bigger risk, the room split exactly fifty-fifty: half saw under-use as the bigger risk, while the other half were more concerned about over-reliance. The split captured the reality of AI adoption today. Different organisations are facing different risks, depending on their work, people, culture, and stage of adoption. Some organisations need to build confidence and momentum. Others need to protect judgement before AI becomes embedded in everyday work. The question is: do you know which one your organisation needs most right now? Read BIT's AI and Human Behaviour report, or get in touch to talk through what this means for your organisation.
Unprecedented Drowning Prevention research phase 2 coming soon. Kick-off scheduled during "Roxie's Wish Week," Part of May's water safety awareness month. LOS ANGELES - Meow Meow Foundation has extended its partnership with renowned Behavioral Insights Team, a global research and social innovation pioneer, to study the impact of flawed supervision on alarming increases in childhood drowning. MMF commenced the first phase of its research initiative in 2025. Representatives from BIT flew from New York to Los Angeles to study habits at a select group of area pool venues. Phase two expands the study to include parents who will participate in an initial workgroup followed by an ongoing field implementation effort. Participants will record their pool supervision behaviors over a few months via video diaries and surveys. "Year over year, we hear the same messages... take swim lessons, install pool fences," said MMF founder Doug Forbes. "But drowning numbers continue to increase, because swim lessons and pool fences don't prevent increased lapses in parental or guardian supervision." Forbes said he became so frustrated with the same messaging and the same tactical responses that he decided to redirect his drowning prevention investments toward research and education. He engaged numerous aquatics experts about his theory that lapsed or lacking supervision was the primary culprit in childhood drowning. Experts agreed. Forbes contracted BIT and For Goodness Sakes social marketing agency to launch a foundational effort that further explored this theory. He said the drowning prevention arena largely strays from adult accountability because of adult discomfort with the subject, let alone the discomfort of parents who were present when their child drowned. "I get it... there is no more barbaric moment than staring into the black, vacant pupils of your drowned child like I did," he said. "Although I was not present when a camp committed gravely negligent acts that drowned Roxie, it is deeply challenging to admit that all child drownings are ultimately due to adult error, no matter how folks might want to explain them away." Forbes and his now deceased wife Elena established a statewide resolution in 2021 which declared every third week of May "Roxie's Wish, Drowning Prevention Week for Children." This research campaign is one of a few efforts to occur during this year's Wish Week that supports MMF's mission to make camps and aquatics safer for kids. MMF is still seeking more parents to take part in the initiative which grants participants an incentive package worth at least $250 in exchange for a limited investment of time. Refer to the attached recruitment ad for more details. April 19, 2026
Doing with, not doing for: helping aged care workers bridge the gap between policy and practice. Blog 19th Mar 2026 A support worker arrives for a 45-minute home visit. The client expects them to handle the chores and disappears into another room. The worker knows they should encourage the client to participate, but the clock is ticking. In that moment, it is faster and less awkward to simply do the task for the client rather than with them. This is the everyday reality behind a key expectation in Australian community aged care. Policy and funding settings emphasise a reablement approach, which means supporting people to maintain or rebuild the skills they need to live safely at home. Done well, reablement can improve independence and quality of life, and reduce the need for ongoing support over time. The challenge is that it is easy to endorse in policy, but harder to deliver consistently in the pace and pressure of frontline work. BIT partnered with Independent Living Assessment (iLA) to understand why reablement slips in practice. Behavioural Insights Limited conducted qualitative research with frontline home care workers and allied health professionals, focusing on real-world constraints. When workers routinely complete tasks for clients, they remove opportunities for clients to practice everyday skills. Over time, this can reduce both confidence and physical function. Reablement - focusing on regaining or maintaining skills - helps people live at home safely for longer with less ongoing support. For the aged care sector, shifting the default from service provider to capability builder is key to sustainable, dignified care. But to make this shift, Behavioural Insights Limited must address the behavioral barriers that prevent workers from putting reablement into practice. Its research identified three behavioural barriers that can pull practice toward doing the task for the client, even when workers want to take a reablement approach. * Present bias is the tendency to prioritise immediate pay-offs over longer-term benefits. Under time pressure, the immediate pay-off is finishing the task and staying on schedule. The longer-term benefit, building the client's confidence and capability, can feel less urgent in the moment. * Social norms are the unspoken beliefs Behavioural Insights Limited hold about what is normal and what behaviour others will approve of or expect. In home visits, some clients understandably assume paid support means tasks are done for them. Workers often feel pressure to meet those expectations and keep the relationship smooth, making it harder to introduce a doing-with approach, because it can feel like breaking the expected script. * Risk aversion is its tendency to avoid options that feel uncertain or could go wrong, even if they might deliver better results in the long run. When workers do not have clear, task-level strategies for how to support a client safely, the lowest-risk option can feel like doing the task themselves. Based on these insights, Behavioural Insights Limited helped design and test a mobile app version of Keep Able, a digital platform providing evidence-based reablement guidance. Behavioural Insights Limited conducted 15 virtual user acceptability testing sessions, using realistic scenarios - such as supporting a client to safely chop food - to see if the app could provide timely support. Testing suggested the Keep Able app could support reablement by providing practical, task-level prompts that made a doing-with approach feel more doable during a visit, especially when workers were short on time or unsure what to try. It also highlighted the value of skimmable, plain-language content and features that supported follow-through, such as saving and sharing resources and accessing them offline. Policy endorsements are not enough; if Behavioural Insights Limited want reablement to become the norm, Behavioural Insights Limited need to make it easier to deliver in everyday practice. Digital tools can help when they reduce effort at the point of care and support follow-through across visits, but the same principle applies more broadly. What matters is designing for real-world constraints, so better practice is also the easier practice. At BIT Behavioural Insights Limited is continuing to explore how behaviorally informed tools can support the aged care workforce. If you are designing services for community care and want to bridge the gap between policy and practice, get in touch with its team.
UK 10x cap: the day the grind died. You are here: home " Blog " UK 10x cap: the day the grind died. The UKGC's 10x wagering cap has officially ended the era of the massive welcome bonus, replacing high-octane thrills with sterilized, low-value offers. While the regulator aims to reduce "decision regret," operators are already fighting back with hidden game weighting clauses that turn "consumer-friendly" terms into a mathematical trap. Respinix.com dissect the new economic reality of 2026 and explain why the safest place to spin is now a demo platform. January 19, 2026. That was the day the music died - or at least, the day it was turned down to a polite, regulated whisper. After a frantic delay from the original December 2025 deadline caused by a meltdown in operator tech stacks, the United Kingdom Gambling Commission (UKGC) finally pulled the trigger on the most aggressive structural intervention in the history of the LCCP (Licence Conditions and Codes of Practice). Code 5.1.1 is now live. The headline is simple: no wagering requirements above 10x. The era of the "100% up to £500" bonus with a crippling 60x playthrough is over. It is illegal. On the surface, this looks like a victory parade for the player. Finally, the predatory math that relied on the House Edge to grind your bonus balance to zero - the "churn" - has been legislated out of existence. But here at Respinix, where we host the demo versions of these games without the financial toxicity, we see the jagged reality hiding behind the "Consumer Protection" banner. The regulated market hasn't just become safer; it has become sterile, bureaucratic, and mathematically broken. The science of "regret" and the death of the loss leader. They didn't just guess this number. The regulator weaponized the "Nudge Unit" - the Behavioural Insights Team (BIT) - to dismantle the industry's defense. The data was humiliating. In their control trials, 70% of players could not calculate the cost of a standard bonus. Even worse, 90% failed to comprehend "Deposit + Bonus" wagering, a mechanic so hostile it effectively locked player funds in a vault of algebra. The BIT introduced a metric called "Decision Regret." They found that high wagering requirements created a "fugue state" - a high-intensity grind where players spun reels faster and faster just to unlock their money. The 10x cap is designed to kill that state. But look at the economics. Under the old regime, a £100 bonus with 40x wagering required £4,000 in turnover. On a 96% RTP slot, the casino expected to win £160. You lost the bonus. You lost your cash. The casino won. Now? A £100 bonus with a 10x cap requires £1,000 turnover. The expected loss is £40. You keep £60. This is not a marketing strategy; it is a donation. And since publicly traded giants like Entain and Flutter do not operate charities, the reaction has been swift and brutal. The "Welcome Bonus" is vanishing. It is being replaced by "Bet £10, Get £2" offers or sterilized "Cash Spins" worth 10p each. The volatility, the "big balance" feeling - it's gone from the real-money world. The trojan horse in the fine print: Game Weighting & The unbundling. While the regulator closed the front door, they left the back window wide open. It's called Game Weighting. The industry is already pivoting to this loophole. While the multiplier is capped at 10x, the contribution is not. If you play a high-RTP slot like 1429 Uncharted Seas (available in its demo library), the casino can set its contribution to 10%. Suddenly, your "Consumer Friendly 10x" bonus effectively becomes a 100x grind. They have also severed the ecosystem. LCCP 5.1.1(3b) now bans "Mixed Product" incentives. You can no longer place a sports accumulator on the Premier League to unlock free spins on Starburst. The cross-sell bridge - the most lucrative artery in the industry - has been blown up. This explains why Real Event Betting GGY plummeted 18% in the Q3 2025 data, while Slots GGY strangely climbed 10% to £788 million despite the strict £5 stake limits (£2 for under-25s). Players are being siloed. The "Super App" experience is dead. And God help you if you try to opt-in. The new LCCP 5.1.12 rules on direct marketing mean "soft opt-in" is illegal. You must now tick a box for every single channel and product. Email for Bingo? Tick. SMS for Slots? Tick. It is a GDPR nightmare that has slashed operator databases, making it harder for them to even tell you about the few bonuses that remain. The "pick a side" Ultimatum and the safe haven. The market is fracturing. Tim Miller, the UKGC's Executive Director, stood on stage at ICE Barcelona 2026 just weeks ago and issued a chilling ultimatum to the industry: "Pick a side." He knows what's happening. As the UK market becomes a suffocating cage of affordability checks, £5 stake limits, and 10x caps, the "Bonus Hunters" are migrating. They are heading to Curacao and Anjouan - the "grey" markets where 200% bonuses still exist and nobody asks for your bank statements. Martyn Hannah from Comparasino predicted this leakage, and Respinix.com is seeing it live. This is where Respinix stands apart. Respinix.com is a demo platform. Respinix.com is the control group. While the regulated real-money sector ties itself in knots with BonusRank algorithms (scoring terms from 0-100) and mandatory "Wagering Calculators" that strip the magic out of the spin, its free-play versions remain pure. The "thrill" of the gamble in the UK has been regulated into boredom. The "churn" is dead, but so is the fun. If you want to understand how a slot pays without worrying if your game weighting is 10% or if you accidentally breached a £5 stake limit, stick to the demos. The math out there just broke, and the only way to win the new game is not to play with real money at all. This study was conducted and prepared by Vlad Hvalov, chief editor and lead industry analyst at Respinix.com. His work is dedicated to the deep analysis of iGaming data to provide players and industry professionals with objective, actionable insights.
From 2023 to 2025, Behavioural Insights Limited partnered with UNICEF Tajikistan to develop a social and behaviour change strategy for improving maternal and child nutrition.
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Industries
Company Size
201-500
Company Stage
Early VC
Total Funding
$2.5M
Headquarters
London, United Kingdom
Founded
2010
Find jobs on Simplify and start your career today
Don't see your dream role? Check out thousands of other roles on Simplify.Browse all jobs